In between the major showcases from TV broadcasters 10 Network, Nine and Seven this month have been the Upfronts from the digital network Mamamia.
The brand founded by Mia Freedman and her husband Jason Lavigne has spent a considerable amount on its Upfront roadshow which has visited Brisbane and Melbourne and rolled into Sydney this week.
One of the highlights which made some of its commercial partners sit up, was the Mamamia promise. Chief revenue and operations officer Tony Prentice explained that if for any reason an advertiser was not happy with their sponsorship or campaign they could simply alter their invoice and pay Mamamia what ever they thought was fair!
The digital and audio publisher’s co-founder Mia Freedman welcomed the overflowing room to the Upfront and reminded them of the size and reach of Mamamia.
Guests then heard about some new research the publisher commissioned.
Mamamia editor Jessie Stephens then took over to talk about developments in audio, a parenting vertical and plans for podcast live shows.
Stephens also hosted a panel featuring Mamamia head of podcasts Rachel Corbett plus Mamamia podcasters DJ Flex Mami, Marlee Silva and Kee Reece.
Mamamia head of content Holly Wainwright spoke about their new Parenting Village and Holly and Jessie spoke about Mamamia Out Loud and their plans for live shows in 2020 with You Beauty Live. Holly and Jessie will be wowing a crowd in Orange tonight.
Tony Prentice explained the power of the Mamamia Super Channel and the size of its reach. The brand’s podcasts have been downloaded by women 65m times. When you count blokes too that number climbs to 75m. Mamamia reaches 3m women on Facebook and the Mamamia website attracts over 5m video views each month.
Podcasts continue to drive massive engagement at Mamamia. The platform currently has over 30 shows and has released details of two new titles.
Prentice explained there were three ways commercial partners invested in audio – via run of network spots, sponsorships offering 100% SOV or the opportunity to fund a bespoke podcast.
More to follow soon with Mediaweek interviews with key Mamamia executives.