Bauer To Launch Vertical-Based Digital Network In 2015

Bauer To Launch Vertical-Based Digital Network In 2015
SHARE
THIS



2015 will be the year of love for Bauer Media.

At the company’s upfront presentation in Sydney, the lifestyle publisher unveiled plans for a new digital ecosystem which will see content from all of its brands directed to a new offering based on four verticals: Food to Love, Homes to Love, Family to Love and Health to Love.

Driven by content from across Bauer’s local and international offerings, the mobile first network will be a 24/7 destination for women.

Head of product, mass women’s at Bauer, Sarah-Belle Murphy, explained to the audience of media buyers and advertisers: “We are tapping into the passion of Australian women. Homes, wellbeing, food and health are our most treasured assets.”

The first phase will see Food to Love and Homes to Love roll out at the start of 2015, with Family to Love and Health to Love following later in the year.

Food to Love will be a recipe destination powered by the numerous food brands in Bauer’s portfolio. While Homes to Love taps into decorating driven by four of Bauer’s home and lifestyle titles.

“We want women to be able to filter by life situation. Creating a journey that is not based on the old school way of moving through websites where it’s just based on content themes. Our research illustrated that women want to get content based on the stage they need at that time and not by their age,” said Murphy.

Bauer’s new head of digital and commercial strategy, Monique Harris added: “We could have just made a women’s hub with a front door or a home page, just like everyone else. But who wants to be the same as everybody else?

“Some may say Bauer has come to the digital party a little late, but our brands already receive 2.5 million unique women every month through our reach with Mi9. Perhaps coming to the party a little late has let us see what everyone else is wearing and we got to choose to wear something that’s really different.”

“We’re not building a portal, we aim to break the traditional silo model where websites don’t talk to each other,” explained Murphy. “The women’s network will provide users with a seamless, intuitive user journey throughout our suite of products, based on their behaviours, their needs and interests.”

While Harris explained the publishing house already has an online audience of 2.5 million, Bauer aims to increase that to four million women next year.

In terms of advertising options, Harris said: “We’re developing advertising and content propositions that you’ll be able to buy with 100% confidence. You’re making a real connection with women and with the things that they love.

“In 2015 we’ll have premium women’s traffic. We’ll have premium women’s content. We need to collaborate with you to create premium integrations, as we all know these take time. So we need to start talking now about your 2015 digital plans.

“If you still think we don’t know digital, I want to assure you our brands are part of a family that well and truly knows digital. Bauer knows digital. And Bauer knows women.”

hold last ad

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]