Federated Media has acquired a social-networking site that gives marketers access to women's communities.
Federated Media Publishing has acquired BigTent, a social-networking site that gives marketers access to communities formed by women.
BigTent provides a platform for women to form groups based on common interests, whether that be hobbies, politics, or their children's school district. The company then allows marketers to access those groups for a price (all members are told they may be marketed to when they join the site.) Some marketers offer women on BigTent product samples in exchange for feedback, others simply listen to their conversations.
BigTent says that about 8 million women have joined communities on its site. Terms of the deal were not disclosed.
"The combination of our two audiences gives marketers a powerful new way to reach the most valuable consumers online," said Deanna Brown, president and COO of FM, in a written statement. "Moms are busy, so they're picky about where they spend their online time. They read high-quality writing from the best bloggers and they engage with each other in the most useful communities."
The acquisition is the latest step in FM's drive to increase its reach among parents. In August, it struck a marketing deal with blogging network Clever Girls Collective.
There will be no immediate change to how BigTent will function. It has previously raised $5 million in funding from Menlo Ventures and Mohr Davidow Ventures.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.