Yahoo7 launches Be Parenting as a lifestyle vertical for parents

Yahoo7 has launched a parents’ vertical to its lifestyle and entertainment channel, Be.

BeParenting is part of Yahoo7’s repositioning following joint venture partner Yahoo being acquired by Oath and Seven launching its own streaming service.

The launch comes at a critical time for Yahoo7 as the service’s news sites suffered a 6% drop in audiences in February’s Neilsen digital ratings and late last year SMI reported the sites saw a September year-on-year ad revenue of decline of 23%.

Yahoo7’s Storytellers branding content service will supply stories to the site which will also utilise data from its recently launched partnership with consumer information service Quantium.

“This is an exciting year for Be,” said Zoe Cocker, Yahoo7’s head of brand. “We knew parenting content really resonated and recognised a new commercial opportunity for our clients to reach this highly engaged, niche audience within a premium environment. The approach is part of our strategy to listen closely to our audience and use those insights to inform our content and commercial offering.”

Yoghurt brand Yoplait Petit Miam will be Be Parenting’s inaugural partner.

Darryn Wallace, director of marketing and innovation at Lion Dairy & Drinks said: “As a brand that is
continually looking to innovate in a traditional market, Storytellers provides us with the
opportunity to reach the right audience, with the right message, at the right time, in a premium

Yahoo7 will also be promoting Be through a new brand campaign developed by creative agency Ideas of Dean. The 30 and 15-second spots, aimed to drive awareness of the Be platform, will run across the Yahoo7 network, other digital networks and in cinema.


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