What was once a lifestyle community for women is now a “life stage community” in the form of Livingly.com, which this year has added two new brands and whose display ads are transacted 100% programmatically.
Livingly seeks to attract “unconventional women” and help guide them through life stages, says Greta Lawn, VP, Head of Sales at Livingly Media. “We’ve really identified a unique audience for each of our brands.”
Those brands are StyleBistro for all things hair and the home décor site Lonny, which Livingly acquired in 2012.
In 2018 Livingly launched Mable+Moxie (for unconventional new moms) and It’s Rosy for moms over 50. “I think that’s very interesting for a digital pure play to come out to market with two new brands in such a competitive landscape as we see it today,” Lawn says. “We’re seeing a tremendous amount of success.”
Having designed all of its sites to be as responsive as possible for users, Livingly wants to be as easy as possible for advertisers. “We have no below-the-fold inventory and the user experience is remarkable,” Lawn adds.
Its two new brands were launched based on “where does the ad community want to buy inventory and what’s the best user experience and how do we find that balance and intersection.”
A 100% display publisher, two of Livingly’s priorities going forward are creating great mobile content experiences and “how do we build out our video landscape in the coming year and what does that look like.”
Lawn says no request from ad buyers in the premium programmatic space is too daunting for Livingly. “If that’s making unique sponsorships and hard to deliver, high-impact executions available in the RTB world, we’re focused on that.”
A core factor affecting further growth is delivering user experiences that provide duplication, meaning being able to deliver women from one Livingly site to another. That’s a choice of being either “a trusted publisher to a unique community of moms” or just an “in and out pop-in for different articles.”
This video is part of a series titled: “Finding Success in a Time of Transformation.” It is presented by PubMatic. For segments from the series, please visit this page.
