Mamamia unveils AI-powered programmatic audio offering

By AdNews | 9 May 2024

Mamamia has unveiled Sam, an AI-powered voice for programmatic audio advertising across the publisher's podcast network.

Mamamia's head of product, Luca Lavigne, says over 70% of Mamamia listeners find host-read ads more effective than radio ads, so the publisher has never taken radio ads across its network.

"We’re incredibly protective of our audience and we want the best outcomes for our partners," Lavigne said.

"Sam allows our client and agency partners to tap into the benefits of a host-read ad, but with programmatic turnaround times. We’re excited to be at the cutting edge of audio.”

Mamamia's head of audio sales, Bel Cook, said brands will still be able to access Mamamia talent as part of its premium programmatic offering.

"However the introduction of Sam allows for a streamlined production process, quicker turnarounds, and more creative variations for partners who want to tap into the unparalleled engagement we have with our podcast audience," she said.

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