Fairfax Launches Essential Parenting Network To Deliver ‘Real Parent’ Power To Advertisers

Fairfax Launches Essential Parenting Network To Deliver ‘Real Parent’ Power To Advertisers
SHARE
THIS



Fairfax Media has launched a new trade marketing campaign highlighting the exclusive, unduplicated audience of Essential Parenting, a network that brings together two of Australia’s most loved parenting sites, Essential Baby and Essential Kids.

The Essential Parenting network reaches 1.36 million* parents and parents-to-be each month, providing support, advice and inspiration from parenting experts and influencers, as well as audience polls and popular discussion forums.

EssentialBaby.com.au and EssentialKids.com.au have an audience duplication of just 33 per cent*. Advertising across the Essential Parenting network extends audience reach by 67 per cent when compared to advertising on just one of the sites alone. The Essential Parenting network also provides advertisers with the opportunity to target specific industry categories, including finance, automotive, FMCG and travel.

The multi-channel “Experience Real Parent Power” campaign positions Essential Parenting as the perfect place for advertisers to reach an exclusive and affluent audience with real buying power, who are interested in more than just children’s products.

The Essential Parenting audience are 16 per cent more likely to be Social Grade A, with 10 per cent higher personal income, than the nearest competitor^. In addition, three quarters (72 per cent) of the Essential Parenting audience do not visit competitor sites*.

Fairfax Media commercial & marketing services director, Tom Armstrong, said, “Essential Parenting offers advertisers the opportunity to connect with an affluent audience they can’t reach anywhere else.

“Our exclusive audience of modern parents are not only interested in children’s products, they have high disposable incomes and intend to purchase a wide range of products and services. Importantly, the ‘family CFO’ controls the spending for family holidays, cars, mortgages, insurance, beauty products and a whole lot more.”

Earlier this year, EssentialBaby.com.au was relaunched with with a fresh design, new content and features designed to better meet the needs of modern parents, as well as a range of sponsorship and integration opportunities for advertisers.

The Essential Parenting campaign includes a digital ad campaign across social and trade media, Media i and an eDM to media agencies and advertisers.

Creative agency: True Sydney
Source: *Nielsen Digital Ratings Monthly, March 2016; ^emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending February 2016. Nielsen Digital Ratings Monthly, February 2016.

Please login with linkedin to comment

essential parenting Interior

Latest News

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media
  • Marketing
  • Media

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media

The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]

Trade Publisher AMT Acquires Radio Today
  • Media

Trade Publisher AMT Acquires Radio Today

Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
  • Media

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure

Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
  • Opinion
  • Technology

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business

For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]

Opinion

by B&T Magazine

B&T Magazine
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
  • Media

“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy

Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix.  Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]

Samsung Launches First Branded Podcast In Partnership With Acast
  • Media

Samsung Launches First Branded Podcast In Partnership With Acast

Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
  • Advertising
  • Campaigns

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat

DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]

Experience Design Agency Imagination Announces New Hires
  • Marketing

Experience Design Agency Imagination Announces New Hires

Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]

Switch Appoints Matt Watson To Technical Director
  • Media
  • Technology

Switch Appoints Matt Watson To Technical Director

Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]