Mamamia's new data play identifies key audience profiles

Lindsay Bennett
By Lindsay Bennett | 17 May 2016
Mia Freedman, Kylie Rogers and Jason Lavigne

Mamamia Women’s Network is now offering 10 audience personas to advertisers, through its partnership with data management platform (DMP) Krux.

The audience personas identify behaviour and content consumption patterns, facilitated by the Krux platform, giving advertisers an insight into how Mamamia’s audience is consuming content on its site.

Using the new data, advertisers can better target their intended audience from the 10-Mamamia personas including: my tribe, modern family, new mum, trending now, informed woman, live/laugh/learn, real beauty, wellness women, fashion fix and homebodies.

Mamamia can offer advertisers the ability to buy two targeted tiers for each persona including behavioural - user that has demonstrated interest and qualified against recent visits and site frequency and intender - a user that has demonstrated high-level interest and has qualified against more rigorous recent visit and site frequency measurements.

“With Krux, we have been able to knit our previously siloed data points together and can now confidently deliver the right content to our individual consumers, and match the right advertisers to those consumers,” says Mamamia MD Kylie Rogers.

“It is validating to see the breadth of women we reach through our content daily and Krux is fundamental to our overall audience proposition. We are now able to confidently deliver based on knowing what our women want, and when they want it, and helping our advertisers target them directly, effectively, relevantly and consistently," she added.

Krux APAC country manager Jo Gaines says it is Mamamia's intention to become the leading source of women's data in Australia.

“Mamamia were extremely nimble with their DMP implementation and have since quickly realised the value of behavioural data to make experiences for their audiences more relevant. This applies to both content and advertising", Gaines says.

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