Are Media makes digital and data moves with beauty, health and homes

Posted 5 November 2020 in Announcement

Are Media today announced a suite of digital and data innovations to ensure the biggest portfolio of women’s websites in Australia continues to engage audiences and provide partners with new ways to connect with them.

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, during its 2021 Showcase launch today.

Are Media has the largest 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 ultimate go-to for the best buys, hottest celebrity and runway trends and easy how-tos.

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 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 data and building out detailed profiles of our users will enable our clients to target audience segments with greater precision than anytime before.”

Building ecommerce

The path to purchase will also be made seamless with plans to launch a new ecommerce platform.

Following the success of the Better Homes & Gardens Shop – a unique collection of craft and gardening products, Are Media will use its deep 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’s audience, reach and engagement combines to create powerful data sets that provide consumers with what they want and partners an audience they need to talk to. Are Media today 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 and parenting platform, Bounty, alone, meaning its understanding of Australian women enables it to deliver high impact messages to an engaged audience.

Following the acquisition of Pacific Magazine, 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%*.

Amplifying content

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 takes written words and turns 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 our 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