Mamamia embracing AI audio advertising with Sam, Natalie Harvey appointed CEO

Mamamia has launched Sam, an AI-powered voice which has been trained up on hundreds of hours of the media group’s podcasts. Sam will allow the network dynamic programmatic audio advertising with close to real time turnarounds.

The latest State of Women research found 79% of women trust recommendations made by Mamamia, with particularly positive outcomes for host-read ads. Sam now gives brands an opportunity to get the best of both worlds: the ability to trade programmatically and get a familiar podcast voice.

Luca Lavigne, Head of Product said:

“We know over 70% of listeners find host-read ads more effective than radio ads, so we’ve never taken radio ads across our network. We’re incredibly protective of our audience and we want the best outcomes for our partners. Sam allows our client and agency partners to tap into the benefits of a host-read ad, but with programmatic turnaround times. We’re excited to be at the cutting edge of audio.”

Bel Cook, Head of Audio Sales said:

“Brands will still be able to access Mamamia talent as part of our premium programmatic offering. However the introduction of Sam allows for a streamlined production process, quicker turnarounds, and more creative variations for partners who want to tap into the unparalleled engagement we have with our podcast audience.”

Natalie Harvey (pictured) has also been announced as the new CEO of Mamamia, commencing the role on June 1. Harvey joined the women’s media brand at the start of this year as Chief Revenue Officer and will take over from Jason Lavigne who will move to the role of Executive-Chair.

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