There's a new media platform for brands wanting to target women aged 40+.
The Mamamia women's network is launching a new site, Debrief Daily, to add to its stable of sites: Mamamia, iVillage and The Glow.
The site will be aimed at 40-plus women and Mamamia founder Mia Freedman told sister website AdNews that she wanted to launch the new offering because she felt as if she was moving into the next stage of her life and mainstream media was no longer connecting with her.
“Mamamia came about from me spending 15 years in women’s media and there wasn't any media on any medium that was speaking to me and catering to my interests. So fast forward seven to eight year and it's now gone from a personal blog to a network of women's websites. There are three sites that we've done now and I'm starting to get that feeling again,” she said.
“You've got your first Gen Xer who is turning 50 next year, so Debrief Daily really came about to follow where the conversation goes next with women 40-plus.”
It isn't just audiences who are searching for such content. Mamamia national sales director Kylie Rogers told AdNews that there iwas a definite demand from advertisers to connect with women 40-plus.
“There’s an obvious opportunity because this audience segment has such high disposable income and it's really a time in their lives where they have money to spend on themselves. There's an amount of freedom in their time and their finances for the first time ever,” Rogers said.
“There really isn't a media platform that's tapping into that from an advertising perspective or a consumer perspective. For me it was an absolute no brainer, where we could go out with some complete client opportunities that will allow our client to engage with these 40-plus women.”
The advertising opportunities are so great that Rogers is currently in discussion with certain advertisers to own all of the advertising assets on the site for a period of time including native, banners, and video.
“We've only been out in market since last Monday, we've done some roadshows in Melbourne and have our roadshow tomorrow in Sydney. Just from those early presentations there’s an absolute appetite to get on board with this site, and potentially own it exclusively for some time.”
Mamamia has some pretty big plans going into 2015, with the the network eyeing multi-platform opportunities across TV, e-commerce and events. The group is also preparing to roll out a research study that looks at 15,000 individual case studies to determine what type of content women want to consume.
This story first appeared on sister site adnews.com.au.