Mamamia launches proprietary content ad planning tool

Today, Mamamia announces The Daily Dial, a proprietary content planning tool for advertisers adding to the data and insights product suite, known as Mamamia DNA.

The Daily Dial commissioned by Mamamia alongside our innovation partner Today is the result of months of qualitative research involving one-on-one conversations with women of all ages correlating with our own dark social insights and extensive quantitative data. The Daily Dial will be available exclusively to Mamamia clients and agencies from mid September as part of the Mamamia DNA insights suite.

Danni Wright, Head of Strategy at Mamamia (pictured above), said: “At Mamamia we don’t just talk to women, we listen to them. We are often told we are the best in market at understanding Australian women and now, we’re allowing brands to harness that knowledge for themselves by providing them with actionable insights to help them connect in the most effective way.”

The Daily Dial goes deep into mindset and relevance, enabling Mamamia to codify women’s content motivations and consumption behaviours across her day and week. “The Daily Dial is our gamechanger,” Wright continued. “It’s what sets us apart from every other publisher in Australia. We know that brands are looking for more than just reach and context and now The Daily Dial can help deliver more engagement and relevance than ever before.”

Alisa Muscat, Chief Operating Officer at Today Design, speaks about the partnership: “Working with Mamamia and their avid community, we learnt about the important role the brand plays in many Australian womens’ daily lives.

Through creating safe interview spaces in which women could share their deepest needs and motivations, we unearthed what was driving audience engagement and when. Together, we produced The Daily Dial, a tool that brings together key moments, channels and need-states so that Mamamia can best engage with their audience for years to come,” said Muscat.

Also included within Mamamia DNA is the annual State Of Women report that provides advertisers with a heads-up on what Australian women are thinking right now and their new content consumption habits in 2025.

Mamamia DNA, including The Daily Dial, and State Of Women report is available for brands from September 17.

About Mamamia

Mamamia is Australia’s #1 women’s media brand, reaching seven and a half million Australian women monthly across articles, podcasts, social media, live events, and online courses. Mamamia’s core purpose is to make the world a better place for women and girls. To stay up to date with Australia’s largest women’s media brand, follow Mamamia on LinkedIn.

About Today

Today are a design and innovation studio. We help organisations tackle important problems with the people who are most affected by them. Today have been awarded for doing some of the world’s best impact work, with government and leading national and international organisations. Join our community of changemakers on LinkedIn and Instagram @todaydes.