New sponsorship opportunities and new sections are part of the redesigned Essential Baby website which was relaunched by Fairfax Media this week.
The online parenting destination, which reaches an audience of 530,000 each month across platforms, is now offering advertisers new native and content integration opportunities with a significant advertiser campaign to be launched in April.
Life Media brand solutions director Jodie Smith said the options would “encourage audience engagement and deliver a higher return-on-investment”.
“Essential Baby is the perfect place for advertisers to connect with a valuable audience of modern parents interested in far more than just baby products,” she said.
“They are also in the market for mortgages, insurance, beauty and lifestyle products as well as family friendly cars and holiday.”
As part of the redesign, Essential Baby has introduced several new sections including “Just for Me” which offers relationship advice and tips on beauty, fitness and mental well-being, “Childcare” to help women returning to work; and current affairs and celebrity news section.
Essential Baby also has refreshed its logo and implemented an adaptive design for seamless user experience across devices.
The redesign was guided by a study of 1900 Australian parents which Amber Robinson, Fairfax Media’s national parenting editor, described as invaluable.
“Our research confirmed that the new generation of mums is tech savvy, non-judgmental and urban. Dads no longer just ‘help out’, they share the load, and families are no longer nuclear – they can come in all shapes and sizes,” she said.
According to the Nielsen Online Ratings, Essential Baby’s audience spends an average of 29 minutes on the site per visit.
The relaunch will be supported by a multi-channel marketing campaign, including a video appearing across trade and social media channels.
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