Podcasts are just going to surge, reckons the Mamamia Women’s Network (MWN), with its sales director Danika Johntson believing media buyers don’t know the potential of podcasts.
“Not to the full capacity,” she told B&T. Every presentation the network is doing for media agencies and clients however has an element of podcasts within it, she said, as it’s going beyond just a passion, “because this is a real trend”.
“To answer your question [about whether media buyers know the potential of podcasts], no, I don’t. I actually don’t.”
At the network’s Upfronts this morning in Sydney at Ivy, Monique Bailey, head of podcasts at the network, took the audience of media types and advertisers through the podcasts the network launched this past year.
The MWN’s Upfronts last year had a large focus on podcasts, founded from a Wall Street Journal article that said all brands must have a podcast strategy coming into 2015.
However, while podcasting is not a new phenomenon, Johntson said it was up to the network to educate agencies and clients in this space.
“We want to the industry to know that this space has arrived, and it’s a really, really meaningful and purposeful space for brands to connect with audience.”
The stats don’t lie, continued Johntson, adding that even with zero marketing for its podcasts this year has already seen more than a million downloads.
“We see that tripling, quadrupling for next year.”
Besides podcasts, the network will continue its native advertising offering, and considering it makes up around 80 per cent of the site’s content, according to Johntson, it remains a core component of the brand’s strategy.
The women’s network will also launch a video app, a brand consultancy called Broad Media and a new site called Flo & Frank.
The video app will be a mobile first mobile innovation. “MM Video is a video and podcast based app that enables our influencers and our audience to create their own video content which automatically films, edits and streams video to the site and also to our app,” explained Johntson.
“The app also allows advertisers to interact with their customers through competitions, product sampling and new formats.”
Broad Media will allow a consultancy area for clients and marketers to ask questions, understand the audience and develop.
“Broad Media will be a unique communications consultancy working with clients and marketers,” Johntson told the audience. When talking with B&T she stressed it wasn’t going to replace media agencies, creative agencies, anyone. It was an extra offering.
“Broad Media will be a media agnostic consultancy with an impressive resume of staff,” she said, “including strategists, mobile specialists, video and content specialists, an events team and a creative unit.”
The network’s managing director Kylie Rogers was also nearly beside herself with excitement at announcing Flo & Frank, a mobile and video first platform with frank conversation for women. It will launch in February, and comes straight from the US.
In further news, after conducting a number of studies this year to further figure out their audience, the network has a few other studies on the horizon for next year.
Rogers was adamant in stressing the importance of mobile, with a number of the studies conducted by the network this year showing women using mobile more and more.
Lead image: Mia Freedman, founder of the Mamamia Women’s Network
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]