Media agencies see Mamamia’s investment in video, shoppable ads and influencer data, revealed at the publisher’s upfront, as solidifying its leadership in delivering women and their outsized spend to advertisers.
Mamamia, now reaching 7.5 million Australian women, plus 2 million men, each month, is shifting from a "branded house" to a "house of brands".
The publisher, at its upfront, announced an expansion of key content verticals and revealed a partnership with Fabulate, AI-powered influencer marketing platform.
And Mamamia also has new shoppable ad products via a deal with Vudoo, a commerce media technology company
“Mamamia delivered a solid performance, which is hardly surprising given the calibre of talent they’ve assembled both on the content creation side and in their leadership team,” said Lucy Formosa Morgan, managing director, Magna.
“Their strategic focus on video content is a logical move, given the revenue potential. While podcasting remains a core offering, the reality is that video budgets generally dwarf those allocated to audio, making this a key area for revenue growth for them.
“Content-wise, Mamamia offers a broad spectrum, catering to a wide range of female demographics and interests.
“There was a definite skew to younger audiences, with a number of references to platforms like TikTok and YT Shorts, signalling a clear intent to capture the attention of Gen Z & younger millennials with shorter-form, easily digestible content.
“Ultimately, Mamamia demonstrated a clear understanding of their audience and the evolving digital landscape.
“Their strategic investments in video and youth-focused content are calculated moves aimed at solidifying their leadership in the women's media sector.”
Luke Povee, managing partner at Yango, said the strategy centred around Mamamia’s New Rules of Brand Relevance, noting that their take on relevance equals the 3 Cs – Culture, Connection and Community – with a foundation of trust.
“This was a simple and strong message, made even more simple with the addition of a pocket sized take-home book on the subject, gifted on the way out,” Povee said.
“The new podcasts and content for 2026 looks good. It seems smart to be creating new offshoots of some of their most successful and proven podcasts such as Out Loud and The Spill. Every podcast episode is now also recorded for YouTube to make a push into video - it’s worked for Joe Rogan so why not!
“Two exciting partnership announcements followed with Fabulate for influencer and Vudoo for content commerce. Both will be no brainers for brands looking to build a deeper connection with, and even directly monetise, their female audience.
“I also enjoyed the final section from chief revenue officer Georgie Nichols, asking why we have not briefed them yet. Rule one of sales, don't forget to ask for the business!”
Mamamia opened its 2026 upfront with Nat Harvey reminding agencies and brands that the setting at the NSW State Library was no accident.
“It was chosen because relevance in media is rooted in storytelling,” said Nicola Barnes, head of investment, iProspect, a dentsu company.
“In an industry defined by disruption, Nat made the point that brands who harness culture, connection and community will stay front of mind.
“From there, the presentation moved into what really matters for advertisers, performance and measurement.
“Case studies showed lifts in trust, consideration and action, while attention data revealed Mamamia video assets deliver up to 14 percentage points more attention than the industry average. With 74% of the audience trusting product recommendations, Mamamia proved the link between audience engagement and brand outcomes.
“The annual State of Women survey reinforced the scale of the opportunity. Women are responsible for 80 to 90 percent of household spending, and one woman’s influence is said to equal that of four men. With 7.5 million women engaging with Mamamia content each month, the platform gives advertisers both scale and trust, reaching the people who drive most purchase decisions.
“Commerce was also front and centre with the launch of Vudoo interactive and shoppable formats. These products close the loop, making content instantly transactional and giving brands the chance to connect investment directly to measurable sales.
“I am especially excited about the new content slate, with more highlights than I can cover here. ‘Retreat’ speaks to women’s travel need states and ‘Mamamia Eats’ does the same for food.
“These stood out because we know need states matter for brands. They go beyond broad demographics and connect to the real decisions people make in the moment — the mood they are in, the problem they are solving, the inspiration they are looking for.
“When content meets those needs it delivers higher attention, stronger trust and better outcomes. With brands in both travel and food categories at iProspect, this alignment gives us every reason to be excited about the opportunities ahead.”
Louis Mayne, chief media partnership officer, Hearts & Science, said being in a library was fitting, given Mamamia's positioning that great storytelling is a way for brands to drive relevance and win attention.
“This aligns with our approach to emotionally intelligent media planning at H&S, as we focus on creating emotional audience connections through meaningful, culturally relevant narratives,” she said.
“A standout moment from the event was a staggering statistic shared by Zara Curtis, Mamamia’s chief content officer: ‘One woman has the purchasing influence of four men’. This stems from Mamamia’s own research that suggests women drive 80% of household spending.
“The influencer space is having a huge moment right now, with global spend forecast to reach $22 billion this year, and Mamamia is well-positioned to capitalise on it. They have a network of trusted influencers, and with their new shoppable ad product partnership with Vudoo, they can prove that trust in their talent drives outcomes.
“Interestingly, I thought Mamamia’s most exciting new launches for next year were going to be in the form of a video series rather than a podcast. Mamamia Retreats will be a guide to holiday planning, and Mamamia Eats will focus on food hacks and last-minute dinner inspiration. Both are key client categories that will work for advertisers but should also drive new consumers from social media to their other platforms.
“Mamamia ended their upfronts with the question, "Why not?" Why not brief them? Why not spend more with them? With the knowledge that one woman has the purchasing power of four men, Mamamia’s strong brands (Out Loud, The Quicky and No Filter) and a network reach of 7.5m females monthly, it’s hard not to agree we should.”
Per Tinberg, managing director, Meerkat Media, said Mamamia presented an engaging upfront, showcasing a raft of new and returning content that demonstrates why the publisher is so loved and trusted by Aussies.
“At a time of increased news aversion and dwindling attention, tapping into engaged communities in a targeted and brand safe environment is compelling for clients,” he said.
“While Mamamia reaches 7.5 million Aussie women each month, their Out Loud case study with a traditionally male-focused brand challenged the notion of how an advertiser can partner with them.
“The announcement of a commerce partnership with Vudoo looks interesting and will help clients leverage lower funnel tactics across a trusted local publisher.
“Overall, the presentation showcased how Mamamia can help maximise client campaigns across a range of content networks and channels, with opportunities to partner with trusted content brands that appeal to women from all walks of life.”
Sarah Keith, managing director of independent media agency Involved Media, said the upfront was not your average media presentation.
“Nat Harvey, Zara Curtis, and Georgie Nicholls brought full TV event energy, fast-paced, high-impact, and loaded with insight,” she said.
Keith said the highlights included Relevance = Culture + Connection + Community (underlined or divided by…not too sure about the maths here) Trust. That’s the formula. Simple, but powerful. Brands that miss the trust factor? Irrelevant.
“Mamamia isn’t a branded house. It’s a house of brands. Eponymous brand detachment stuck with me. Yes, Mia is still present (eg. the Mamamia Out Loud podcast segment), but Mamamia has clearly shifted into ecosystem mode. You’re not buying a name, you’re entering a network.
“Also content is no longer one-dimensional. With formats like Parenting Out Loud and the expansion of The Spill, creators and audiences are building content ecosystems , not just one-off shows.
“There were several interesting partnership announcements - particularly the partnership with Fabulate which will help Mamamia's clients extend their reach into the social realm.
“Ultimately, women are the economic engine and marketers still underestimate them. Mamamia reaches 7.5M+ women monthly. Her purchasing power? Equivalent to four men. She controls up to 90% of household spend. Ignore her at your brand’s peril.
“Video gets serious and seriously shoppable. Think pods with vods. Think brand-led storytelling where commerce meets culture, especially with Gen Z, by Gen Z.
“Final thought?This felt more like an AI-age TV upfront than a traditional media pitch. And honestly, that’s exactly what it needed to be.”
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