The data-focused deal will enable MailOnline to offer advertisers even more accurate segmentation and targeting of its massive audience of UK Mums, says MailOnline. Netmums will also be able to validate what portion of their audience are regular users of the MailOnline website or app.
Access to Netmums data means the Mail Advertising team will be able to segment the site’s ‘Mum audience’ even further, using data often logged or discussed by Netmums members such as due date, child age and issues of interest - whether it be education, health or finance.
According to MailOnline, on average, 4.9 million Mums (63% of all Mums in the UK) visit MailOnline for a total of approximately 66 minutes each month, of which 73% access the site through a mobile device. Readership peaks before the school run starts; 5-8AM, and again after bedtime, between 5-10PM. With the nation’s parents spending up to £28 billion per year on children under five, Mums’ attention continues to be highly sought-after by all kinds of brands and industries, from nappy manufacturers to personal trainers.
“We know the nation’s Mums already love the MailOnline’s seriously popular content - based on article interest and browsing behaviours,” said Clare Rush, Chief Revenue Officer for Mail Advertising. “This new partnership will allow us to take the MailOnline’s data proposition even further, giving us insight into the subtle differences across our audience segments. Ultimately, it will empower our teams to create more accurate and impactful campaigns for brands that want to tap into our huge audience.”
Netmums is the nation’s biggest parenting site, with over 2 million registered members and 9 million monthly unique users. The site combines the most comprehensive national parenting and pregnancy hub with a mobile-first UX, focused on delivering a deep user engagement and highlighting Netmums’ four key pillars: Chat, Local, Reviews and Parenting content, says Netmums.
Hayley Granston, Netmums’ Head of Sales commented; “For Netmums, this kind of data sharing will help ensure that we’re providing the most beneficial content and advice to our users. Knowing what news a significant percentage of our members are consuming day-to-day will help us understand their priorities and concerns throughout the various stages of becoming and being a parent.”
The partnership is set to go live in April 2017.