Bauer To Launch Vertical-Based Digital Network In 2015
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.”
Latest News
Google Blocks Ads On Piers Morgan’s Column About Simone Biles
A column from controversial UK media commentator Piers Morgan on the Daily Mail has been stripped of advertising, after Google detected racist content in the comments. Earlier this week, Morgan penned a column titled ‘Sorry Simone Biles, but there’s nothing heroic or brave about quitting because you’re not having ‘fun’ – you let down your team-mates, […]
HIT90.9 Gold Coast Appoints Kim Czosnek To Lead The Content Team
B&T doesn't listen to HIT90.9 Gold Coast, however, we suspect it's a heady mix of The Beach Boys meets Powderfinger.
Thursday TV Wrap: Big Thursday Numbers Thanks To 1.4 Million Olympic Viewers
Olympics still doing the business for Seven. Expecting numbers could crack double-digits for today's 50km walk event.
Acoustic Deepens Investment Aiming To Accelerate Growth In ANZ
Acoustic, an open and independent marketing cloud and analytics provider, has announced the expansion of offices in Sydney and Melbourne as well as the launch of an Australian, cloud-based data centre. The move is part of its commitment to prioritise tens of millions of dollars over the next two years to accelerate its growth strategy […]
Foxtel’s Streaming Services Hit 2M Subscribers As News Corp Revenue Climbs
News Corp posts some impressive full-year numbers, as the Murdochs get slightly more dirty in the filthy rich stakes.
BMF Appoints Lucy Kough To Creative Director
Agency, BMF has appointed Lucy Kough, aiming to strengthen creative leadership by the hire. With more than 20 years of experience, Kough has worked in roles across direct, brand, media, digital, experiential, regional, CRM in creative agencies including Ensemble Australia, Enigma Agency and Archibald/Williams. Kough has delivered work across a diverse range of brands such […]
Jessica Alba & Zac Efron Star In Action-Packed, Hyperviolent Ad For Dubai Tourism
This weirdly violent tourism ad stars Jessica Alba & a shirtless Zac Efron. And did we mention a shirtless Zac Efron?
“Video Killed The Radio Star, But Nothing Will Kill Video” : Vevo’s MD Steve Sos
This month Vevo is celebrating 40 years of music videos – a medium that has become a cultural touchstone for anyone with ears and eyes. MTV premiered exactly forty years ago this month and changed music forever, offering a visual music medium and music lovers and advertisers have never looked back. To celebrate such a […]
Nova Launches Live & Unrestricted For The Month Of August
Nova’s Live & Unrestricted, hosted by Tim Blackwell and Kate Ritchie, will aim to provide listeners with an escape from restrictions, dropping every Saturday morning in August on the Nova Network. Following the overwhelming response to Nova’s Kate, Tim & Joel Live in Lockdown, a one-off special to keep up the spirits of listeners locked down in […]
Spanish KFC Disguises Itself As IKEA To Lure In Customers
A KFC's pretending to be IKEA to lure in customers. Presumably by listening to ABBA & drving a Volvo & wearing clogs.
WPP Revenues Back To Pre-COVID Levels, As Digital Ad Spends Soar
B&T has baked the latest WPP numbers, dipped them in chocolate, rolled them in coconut and lamingtonised them here.
The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
As a disclaimer, The Misfits is the publisher of B&T. Unless you plan on suing us, then it's the publisher of AdNews.
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Top Victorian & WA Students Announced For AWARD School 2021
They're young, they're talented & they regularly phone their mothers. Time to meet AWARD School's top VIC & WA students.
Emotive Wins University of Southern Queensland Account After Competitive Pitch
Emotive wins University Of Southern Queensland's media. Sadly, doesn't celebrate with a toga party and beer bong.
Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
JCDecaux Brings Tokyo Olympics To Aussie Streets With Medal Tally
"Lockdown, schmockdown" says JCDecaux after it somewhat strangely decides to bring Olympics medal tally to the streets.
Customer Messaging Platform Podium Launches In Australia
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
303 MullenLowe Sydney Snares LA-Based Creative Duo
303 MullenLowe recruits LA-based creative duo. But they're Aussies, so they do know what side of the road to drive on.
Billie Eilish Turns To Adobe Creative Cloud For Latest Music Video
Billie Eilish is collaborating with Adobe, and yet further proof the most important person in the band's the accountant.
B&T’s Tokyo Olympics Wrap: Tweets, Tape & Biting
You may not win gold with B&T's daily Olympic wrap, but you could win the rissole tray at any pub's sport trivia night.
Instagram Accidentally Blocks Olympic Gold Medallist From Her Account
The vagaries of Instagram are on show here. Adding to that, there are no lessons on winning an Olympic gold either.
“Going, Going, Gone!” $70,000 Ute Slides Down Boat Ramp & Fully Submerges During Bizarre TV Cross
Having a bad day? Well, why not find some meditative respite and joy too in watching this person have a far worse day.
ARN Boss Ciaran Davis On Rebrands, Advertising, And The Power Of Radio To Set The Agenda
B&T chats with ARN boss Ciaran Davis. Forgets to ask why he doesn't play more Irish bands like U2, Pogues or Thin Lizzy.
Louis Vuitton Goes Digital For 200th Birthday, Launching A Video Game And NFTs
Like Versace, Louis Vuitton confirms it's completely acceptable to dress like a Christmas decoration if you're loaded.
Rihanna Has Officially Become A Billionaire: But How?
Rihanna's officially become a billionaire. B&T suggests her spaceship to Mars could be called the 'Rihanna Bar-Nanna".
Wednesday TV Wrap: Tokyo Back On Top With 1.7 Million Viewers
There's no denying Bruce McAvaney is 'the voice' of the Olympics, although the local cuisine has him on the Imodiums.
Female COVID-19 Heroes Have Been Made Into Barbies
Mattel dragging Barbie into the 21st century. Ken still doing his bit for safari suits, neckercheifs & teeth whitening.
Should Brands Offer Vaccine Incentives For Customers?
This writer asks should brands be offering vax jabs? Or, should they just stick to rude, surly, disinterested service?
THE EDGE Welcomes New General Manager Emily Copeland
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
