Introducing Sam, Mamamia’s new AI-powered programmatic audio offering for brands

Australia’s largest pure podcast network Mamamia today launches Sam, a dynamic AI-powered voice trained on hundreds of hours of Mamamia podcasts. Sam unlocks programmatic audio advertising across the network for the first time with close-to real time turnarounds.

With 79% of women trusting recommendations made by Mamamia, according to our latest State of Women research - and the impact of traditional radio programmatic audio ads known to drive a weaker outcome for brands than host-read ads - Sam gives brands an innovative opportunity to get the best of both worlds: the ability to trade programmatically, with all the benefits of a familiar podcast voice.

Luca Lavigne, Head of Product says: “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.”

Jessie-Lee Klass, Podcasts Content Director says: “AI is at the core of the Sam voice, but human oversight remains imperative to ensure the maintenance of high quality standards. Sam frees up our talented creators and producers to focus on what they do best - crafting brilliant content and working on more bespoke integrations for our partners.”

Bel Cook, Head of Audio Sales says: “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.”

For enquiries reach out to Bel Cook, Head of Audio Sales: bel.cook@mamamia.com.au

Source: Mamamia Audience Study, April 2024, Base: Australian females aged 16+ (Mamamia Podcast Audience: n=154)

About Mamamia

Mamamia is Australia’s #1 women’s media brand, reaching over seven million Australian women monthly across articles, podcasts, social media, live events and online courses. Mamamia’s founding purpose is to make the world a better place for women and girls.