Are Media has announced a suite of digital and data innovations at its 2021 Showcase event, the first major statement since the company was acquired by private equity company Mercury Capital.
Across beauty, health and homes, Are Media has revealed plans for new digital products, relaunches of existing brands, ecommerce expansion and an enhanced programmatic offering.
Are Media has a portfolio of 16 network and brand websites which now reach over 4,122,000 women each month.
Beauty goes big
In beauty, Are Media will completely relaunch its flagship beautyheaven website which attracts 147,000 users per month. Australia’s most extensive beauty review database will be comprehensively refreshed with the latest innovations in beauty tech and include the ability to customise an experience that speaks to women’s exact needs. This includes rewards that will keep them coming back for more.
This model will then be rolled out across the BEAUTYcrew website.
The Good Health and Wellbeing brand is also set to be reborn under Are Media as a comprehensive health listing and sampling site.
Sarah-Belle Murphy, executive general manager, publishing and digital at Are Media said: “As market leaders in beauty publishing we are continuing to invest in our flagship properties to ensure our audiences are served and our partners have multiple options to reach them. Focussing on first party data and building out detailed profiles of our users will enable our clients to target audience segments with greater precision than anytime before.”
Following the success of the Better Homes and Gardens Shop, a collection of craft and gardening products, Are Media will use its insights into women to curate a new homes retail destination. In addition, it will look to collaborate with manufacturers and launch magazine branded lines of furniture and homewares.
Partnerships and programmatic
Are Media has launched HerMatch, a partnership with Adobe that connects brands with its targetable and authenticated audiences across all devices.
Are Media currently has more than 100 data collection points across its Beauty Voices (beautyheaven and BEAUTYcrew) and parenting platform, Bounty, alone.
Following the acquisition of Pacific Magazines, Are Media has also completed the build of a unified programmatic tech stack that is delivering contextually relevant advertising across its premium lifestyle environments at scale, with a brand safety score of 98%*.
Are Media is also bringing the latest technology to help amplify content. SmartVid uses artificial intelligence technology to take digital branded content and turn them into video. While SmartBite will take written words and turn them into short-form audio content enabling it to be distributed to voice assistants, smart speakers and podcast platforms such as Amazon Alexa, Google Assistant, Spotify and iTunes.
Finally, SoundSocial is Are Media’s reimagined commercial Podcasts offering, delivered via its 30 million social reach and averaging 15,000 listens per post.
Murphy added: “Digital and data are priority areas of investment for Are Media in 2021 as we continue to build on the exceptional year on year growth we have seen across our networks and branded sites.
“With the largest portfolio of women’s websites in the country, we can provide our partners with a guarantee they are leveraging the best in class technology to accurately match their advertising to contextually relevant pages, all with a viewability of over 75%**.
“Over the coming year we plan to launch a suite of new and refreshed digital assets that will supercharge their campaigns to a largely unique audience, that extends beyond print, in a cost-effective way.”
* Oracle Grapeshot 2020
** Oracle Moat 2020