Federated Media Buys Women's Community Site BigTent
Federated Media has acquired a social-networking site that gives marketers access to women's communities.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceDiversity marketing is a strategic approach that values and reflects the diverse cultures, values, and experiences of people across various demographi...
View articleTALA, founded by Grace Beverley, is revolutionising the activewear industry with a focus on sustainability and ethical practices. With plans to delve ...
View articleSocial media plays a crucial role in this marketing strategy by acting as a digital time capsule that allows for the sharing and celebrating of collec...
View articleLinkedIn Newsletters have emerged as a vital tool for professionals and brands to engage more meaningfully with their audience, offering a platform fo...
View articleIn the dynamic arena of social media, TikTok takes a groundbreaking stride beyond its short-form video roots to challenge Instagram in photo sharing, ...
View articleWant loyal customers who rave about your brand? Build a virtual community. These online hubs go beyond social media, fostering deep connections and va...
View articleSocial media algorithms are constantly updated, affecting visibility and engagement. Platforms like Instagram, TikTok, and LinkedIn have introduced ne...
View articleThe deal, worth $60 million per year for Reddit, allows Google exclusive access to Reddit's data for use in Search and AI projects. Read More...
View article