Mamamia impressed media buyers at its 2025 upfront presentation at Ovolo in Woolloomooloo on Tuesday.
The media company has carved its niche as a trusted and respected source of news, entertainment and inspiration for women over the years, reaching an impressive 7.5 million women in July 2025.
Looking to the year ahead, its offerings include data and research tools and four new categories in the new year: work, birth, divorce and women’s health.
From left to right: Mia Freedman, Danni Wright, Maddy Lawler, Nat Harvey, Jessica Anderson, Zara Curtis
Zara Curtis, chief content officer at Mamamia, told attendees: “Mamamia moves at the speed of women. We meet her where she’s at and adapt our content slate in real time to address her needs, her mood, and the zeitgeist,” said Zara Curtis, chief content officer at Mamamia.
“Our superpower is to make entertaining content about any topic: no matter how dry or serious – we call it “edu-tainment”. That’s why Mamamia reaches 7.5 million women each month and why brands want to work with us; we’re the most-trusted women’s brand in Australia.”
Mediaweek caught up with media buyers who attended the event to get their thoughts on offerings and what piqued their interest.
Nicole Barnes
Nicola Barnes, group investment director, iProspect, a dentsu company, said Mamamia is investing in both new content and talent, particularly in podcasts where they delve into underserved topics highly relevant to their audience.
She highlighted the media brand’s focus on creating content “at the speed of culture” and driving deep and meaningful conversations.
“This is important for many of our clients who want to align with cultural moments and recognises that culture is more than just a TVC during a live sports game; it’s about real-world experiences and societal trends.
“We know this approach can lead to powerful emotional responses, enabling our clients and their brands to align with these moments in a trusted environment.”
Barnes called Mamamia’s expansion into Vodcasts a “move toward a broader approach, offering exciting opportunities for our clients.”
“This format engages multiple senses, creating a more immersive advertising experience, particularly beneficial for our more visually-oriented brands.”
She noted the media brand’s discussion of its proprietary tool, the Daily Dial, and Mamamia DNA to shape content with both qualitative and quantitative insights as “critical to brief responses.”
“As we know, relevant content attracts leaned audiences, boosting engagement and enhancing storytelling opportunities.”
Barnes said: “Mamamia holds itself in a unique position, with extensive audience data, a trusted brand and an array of advertising opportunities.
“I would have liked to hear more on how they measure and demonstrate the value of this data and consumer base, as this is increasingly an area we are challenged on to ensure our campaigns are going to deliver a strong ROI.”
For Barnes, her key takeout was Mamamia’s rapid advancements. She said: “They unveiled their new brand, ‘Know,’ designed specifically for Gen Z. This emphasises their dedication to understanding the unique traits and digital behaviours of this influential demographic.
“It also presents opportunities for our clients to craft customised, targeted content that resonates with this hard-to-reach audience, and we are keen to hear more about it and, of course, brush up on our Gen Z knowledge!”
Sebastian Diaz
Sebastian Diaz, head of media innovation at Bench Media, said Mamamia’s strategy for the year ahead centred on capturing moments and expanding its loyal audience.
For advertisers and brands, he noted that this means offering bigger, broader, and deeper ways to unlock new opportunities and tools to connect more effectively, drive engagement, and stay ahead in a dynamic media landscape.
“With fresh shows, new ecosystems, and innovative tools, Mamamia is giving brands access to a powerhouse of content that speaks directly to its key audiences – as well as expanding to the lucrative Gen Z market with new ad buying opportunities,” he said.
This was evident for Dias in Mamamia’s three new podcast offerings—Biz, Diary of a Birth, and Once Upon A Divorce
“These shows dive into pivotal life stages for women, giving brands a chance to connect with listeners in deeply personal and relevant ways.
“Key purchasing decisions are often made when people go through big lifestyle and life-stage changes – so content surrounding career challenges, new motherhood, or life after divorce, means Mamamia’s content will resonate. For brands, this means more meaningful engagement with an audience that feels seen and understood.”
Diaz noted that Mamamia’s expansion into vodcasts is not just a shift in format—but a new opportunity for brands to visually connect with an audience already invested in their podcasts.
“The addition of video elevates engagement, offering a richer, more immersive experience. Brands can integrate into these vodcasts in a way that feels natural, building trust and connection with viewers who want more than just an audio experience.”
Natalie Harvey
On the data and tech side, Diaz said The Daily Dial tool combines nearly two-decades of what Mamamia does best, with qualitative research from one-to-one interviews with women, dark social post insights and expensive qualitative data.
“This means brands can plan campaigns that do more than just reach women online —they can engage on a far deeper level. The State of Women annual report further enhances this, providing real-time insights into female consumption habits in 2025, further helping media planning decisions,” he said.
Diaz noted that the launch of Know addresses the seismic shift of under 28s media consumption and helps brands looking to reach Gen Z, who no longer consumer free to air TV.
“Knows social-first lifestyle media brand meets this audience where they live—on social platforms, in their own language, outside the traditional news cycle. This is a crucial opportunity for agencies to break through to a fragmented, elusive audience, and achieve incremental reach, with content that resonates deeply.”
Diaz also highlighted Mamamia’s use of AI to translate their podcasts and content into new languages 2025.
“This allows agencies to target non-English-speaking households, which makes up nearly a 22% of Australian demography, and is a north star in a publisher market that is still severely under indexing on non-English titles and marketing opportunities.”
