Michael DeSilva.
Women's publisher Mamamia is launching, in a partnership with content technology company Vudoo, shoppable advertising video that enables brands to convert audience engagement directly into sales.
The partnership will offer shoppable video and in-platform overlays, bespoke vertical videos with direct purchase functionality, and programmatic marketplace opportunities rolling out from November through January.
"Our partnership with Vudoo supercharges the ability for brands to close the transaction. This isn't just a shoppable video — it's an evolution of the traditional sales funnel," said Mamamia head of trading and commercial operations Michael De Silva.
The products are designed to leverage Mamamia's audience influence, particularly across fashion, beauty and lifestyle categories.
According to Mamamia's 2025 State of Women Audience survey, 74% of women trust recommendations from Mamamia writers and podcast hosts, while 63% have purchased a product or service after exposure.
"We've been powering shoppable solutions for leading publishers for years, but Mamamia brings a new energy to the space," said Vudoo founder and chief executive Nick Morgan.
“Their audience influence, especially across fashion, beauty, and lifestyle, makes this partnership a powerful example of how publishers can own the next era of commerce-enabled media.
"Together, we're proving that innovation isn't about one-off campaigns — it's about creating a future where content and commerce are seamlessly intertwined and always on."
The offering includes shoppable video overlays in vodcasts and vertical video, run-of-site shoppable ads on the Mamamia website and app, and programmatic marketplace opportunities launching in January.
"These new tools are built to further leverage trust and connect brands with an audience that is primed, engaged, and ready to buy," said Mamamia head of content Eliza Sorman Nilsson.
Mamamia chief revenue officer Georgie Nichols said the formats were designed to turn attention into action.
"We are here to connect consumers with serious buying power directly to your brands — making a genuine difference to your bottom line," she said.
“Our new high-impact formats, including shoppable video overlays within our commerce suite, are specifically designed to turn attention into action. This is about delivering measurable outcomes for our partners.”
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