Publisher announces 10 targeted segments for advertisers based on behavioural insights
Womens’ title publisher, Mamamia Women’s Network (MWN), has launched its new audience-based personas for clients following its adoption of a data management platform (DMP).
The media company has launched 10 define audience personas aimed at providing its advertisers with more targeted segments, based on behavioural and content consumption insights gleaned through its Krux DMP data backbone. Mamamia also plans on tapping into second and third party data insights to add to its understanding of these key audiences.
The 10 personas are described as: My Tribe, Modern Family, New Mum, Trending Now, Informed Woman, Live/Laugh/Learn, Real Beauty, Wellness Women, Fashion Fix and Homebodies. Mamamia said advertisers can choose to target one of two tiers within each segment: Behavioural, or those users that have already demonstrated interest and qualified against recent visits and site frequency; and intender, or those that have demonstrated high-level interest and qualified against additional recent visit and site frequency metrics.
The audience targeting has been made possible thanks to MWN’s investment into Krux’s DMP in March. At the time, MWN managing director, Kylie Rogers, told CMO the investment was prompted by two key issues: Firstly, coming up with commercial solutions for its advertisers and agencies allowing them to better target the right audience on the network; and secondly, to provide the editorial team with clearer insights around what women readers wanted in order to optimise content, Rogers said.
In the latest statement, Rogers said the DMP had allowed MWN to knit together its historically siloed data sets in order to better understand its audience.
“It is validating to see the breadth of women we reach through our content daily and Krux is fundamental to our overall audience proposition,” she said. “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.”
Longer term, MWN hopes to translate these data insights into its editorial content proposition.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016