Mamamia reveals audience segmentation off back of DMP rollout

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in