Gumtree-ACM Partnership Expands Audience to 7.1 Million Monthly Users
Gumtree Australia Markets Limited has partnered with Australian Community Media to integrate automotive content, cross-list marketplace listings, and offer combined advertising solutions to a shared audience of 7.1 million Australians monthly.
- Exclusive CarsGuide automotive content across ACM’s network
- Syndication of ACM’s AgTrader listings to Gumtree platform
- Cross-promotion and integrated advertising solutions
- Combined audience reach of 7.1 million Australians monthly
- Enhanced advertising opportunities leveraging first-party data
A Strategic Alliance in Australian Media and Marketplaces
Gumtree Australia Markets Limited (ASX, GUM) has announced a significant commercial partnership with Australian Community Media (ACM), marking a new chapter in how media and marketplaces collaborate in Australia. This alliance combines the strengths of two major players to deliver integrated automotive content, cross-listing of marketplace listings, and innovative advertising solutions to a combined online audience of 7.1 million Australians each month.
The partnership designates CarsGuide, Gumtree Group’s automotive editorial brand, as the exclusive provider of expert-led automotive reviews, news, and video content across ACM’s extensive network of mastheads and websites. This move ensures that ACM’s regional and community-focused audiences will gain access to trusted, high-quality automotive information, enhancing their engagement and choice.
Cross-Listing and Advertising Synergies
In addition to content integration, ACM’s AgTrader marketplace listings will be syndicated to the Gumtree platform, expanding the reach and visibility of agricultural listings to a broader audience. This cross-listing initiative is expected to enrich Gumtree’s marketplace offerings, particularly in rural and regional segments where ACM has a strong presence.
Moreover, the partnership introduces cross-promotion and integrated advertising solutions across both companies’ platforms. By leveraging their combined first-party data, Gumtree and ACM aim to offer advertisers a unique, data-driven solution that spans metro and regional markets, encompassing digital, print, and event channels. This integrated approach is poised to unlock new growth opportunities for advertisers seeking meaningful scale and targeted audience engagement.
Leadership Perspectives and Market Implications
Gumtree Group’s Managing Director, Tommy Logtenberg, highlighted the partnership as a major step forward in media-marketplace collaboration, emphasizing the creation of one of Australia’s most comprehensive networks. ACM Managing Director Tony Kendall echoed this sentiment, noting the value CarsGuide’s expert content brings to ACM’s community-focused platforms, especially in rural and regional areas.
Jessica Hunter, Gumtree Group’s Director of Advertising, underscored the partnership’s potential to create significant opportunities for advertisers by combining trusted local platforms and unlocking data-led advertising solutions. The alliance is expected to enhance consumer value through richer content and greater choice, while simultaneously driving revenue growth through innovative advertising offerings.
With the partnership commencing immediately, AgTrader listings will soon appear on Gumtree, followed by the rollout of CarsGuide’s exclusive automotive content across ACM’s outlets in the coming months. This collaboration signals a strategic consolidation in Australia’s digital media and marketplace landscape, positioning both companies to better serve consumers and advertisers alike.
Bottom Line?
This partnership sets the stage for a new era of integrated media and marketplace collaboration, with significant implications for audience engagement and advertising growth.
Questions in the middle?
- How will the partnership impact Gumtree’s and ACM’s revenue streams in the near term?
- What specific advertising products and data capabilities will emerge from this alliance?
- How will competitors in the Australian media and marketplace sectors respond to this combined network?
