Mondadori Media

Mondadori Media, the leading Italian multimedia publisher on social media and digital, will feature at “Intersections 2024” on 29 and 30 October, the new event resulting from the union of IAB Forum and IF! Italians Festival, dedicated to digital innovation, marketing, communication, creativity and technology.

Mondadori Media will be present at stand 36 with the innovative experience “Immergiti. Direzione futuro.” experience for completely new discovery, and with its top media brands, including Fatto in casa da Benedetta, which has just joined the Group, and at stand L3 with the latest innovations in the MarTech area. Another unmissable event is the PLAI workshop that will present some of the AI startups selected for the first acceleration cycle (Yellow Room 1).

“IMMERGITI. DIREZIONE FUTURO.” – STORYTELLING TO DISCOVER MONDADORI MEDIA’S TOP MEDIA BRANDS

Thanks to the excellent setting offered by Intersections, Mondadori Media will offer participants the opportunity to discover behind the scenes of GialloZafferano, MypersonalTrainer, The Wom and Webboh through four interactive apps created with Apple Vision Pro, Apple’s mixed reality viewer (Augmented Reality and Virtual Reality), which has not yet been released in Italy.
This is an innovative spatial computing experience which, by eliminating the distance between the screen and the visitor, will make it possible for the first time to enter the heart of content creation processes and to immersively explore the potential of successful brands in the fields of food, the world of women and beauty, wellness and new generations. Visitors, wearing the visor, will be able to enjoy a first-hand experience of all the stages of storytelling used to create projects of all kinds and virtually interact with the creators involved. Whether it is social content or live activities, the direct and immersive contact between guests and brands will leave an intense impression of the various facets and forms through which content created by individual brands is brought to life.

AN EXCLUSIVE INTERACTIVE EXPERIENCE IN THE WORLD OF BRANDED ENTERTAINMENT

Offering a comprehensive and original overview integrating the latest technologies with creativity and value proposition, the four immersive paths will also illustrate successful case histories in the world of branded content and entertainment in a captivating manner. These projects and sponsored content are created by Mondadori Media in collaboration with Mediamond and its unit dedicated to special initiatives, Brand On Solutions, and numerous partner companies.

NEW GEN AND AI: THE WEBBOH LAB SURVEY

Intersections 2024 will also be an opportunity to present the new survey revealing the truth about AI, carried out by Webboh Lab, the first scientific and marketing research panel focusing on Italian youth and teenagers. Of the 12,000 respondents, 55% said they had concerns about both the tool’s reliability and the potential risk to employment. The full research will be unveiled during the event at the Mondadori Media stand.

ON THE MAIN STAGE: THE OPENING OF INTERSECTIONS WITH NICOLÒ FAMIGLIETTI

Intersections 2024 will be opened by Nicolò Famiglietti, the first Italian Beauty Fitness Trainer Ambassador of MypersonalTrainer and part of the Power Talent Agency team. With an energising workout, Famiglietti, from the main stage of the plenary, will help the audience to start the day with the right physical and mental energy and to fully experience the event by exploiting the intersections with inspiration, creativity and innovation.

PLAI AT INTERSECTIONS 2024

PLAI, the Mondadori Group’s startup accelerator aimed at transforming ideas based on the use of artificial intelligence into successful entrepreneurial ventures, will also attend Intersections 2024: PLAI’s CEO Stefano Argiolas will give a talk entitled “Unveiling Innovation: Generative AI as a Tool for Crafting New Business Ventures” on 29 October at 10.30 in Yellow Room 1. 5 of the 11 startups selected for the first acceleration cycle will join him on stage.

ADKAORA AND THE MARTECH AREA: APPOINTMENT WITH MOBILE INNOVATION

AdKaora and Hej!, the digital companies of Mondadori Media’s MarTech area, leaders in mobile innovation and proximity marketing, will exhibit the latest in conversational marketing and integrated campaigns at stand L3.
On 29 October at 3 p.m. in Blue Room 2 there will also be a workshop by AdKaora entitled “From online to in-store with mobile coupons: L’Oréal’s multi-channel retail strategy” in which the following topic will be addressed: how to engage loyal shoppers by transforming the drive to store into an in-store retail strategy.
The Apple Vision Pro apps were created in collaboration with Impersive, an agency specializing in the production of immersive videos for virtual reality, and film production company Brandon Box.

Mondadori Media is Italy’s leading social and digital publisher, with a distinctive positioning and audience on the publishing market. The Mondadori Group’s social multimedia company caters to the passions of the Italian people through its brands – food, beauty, fashion, health and wellness, science and tech – and reaches more than 25.5 million unique users every month (source: Audiweb Total Digital Audience average month 2024) and over 128 million followers (source: Comscore Shareablee and social insights September 2024). 

Webboh Lab, a partnership between  Webboh and the Sylla research institute, with scientific director Professor Furio Camillo, is the first Permanent Observatory on Gen Z. The Webboh Lab’s commitment is to gather the voice of the younger generation, investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.

PLAI is the Mondadori Group startup accelerator that aims to transform ideas based on the use of artificial intelligence into successful entrepreneurial ventures. PLAI offers them a distinctive field of application and an industrial market both within the Group and with the initiative’s partners. PLAI operates in the pre-seed and seed phases, selecting and investing in Italian and international startups. In addition to capital, the accelerator provides startups with concrete areas to apply AI, structured training and mentorship courses, and the opportunity to participate in networking events, partly thanks to the unique set of skills and assets provided by major Italian and international partners.

AdKaora is a digital company leading in mobile innovation which offers effective tools and solutions from a multi-channel perspective to brands and publishers to reach, engage and influence their target audience, bringing concrete and measurable results. AdKaora mixes data-driven qualitative audiences with exclusive adv formats, created by AdKaora Creative Studio, which record high results in viewability and engagement, certified by third parties. Depending on the objective, activate the right audience through first-party data from the proprietary DMP or location-behavioural, vertical and premium publishers of the AdKaora Value Network. The strong technological component is the plus for Proximity Marketing strategies. AdKaora enables and integrates the best technologies on the market with consolidated proprietary assets, offering an end-to-end Advanced Proximity Suite. Savi’s mobile couponing integration makes it possible to reach the last mile of the consumer shopping experience, influencing consumer behaviour, and measuring user activation from online to offline.

Hej! is a tech company specialised in conversational marketing. It has reinvented the conversational experience, exploiting artificial intelligence on different levels. Through its unique proprietary platform, Hej! offers innovative advertising solutions covering the entire customer journey, with the goal of achieving tangible and measurable results for brands. Hej!’s advertising formats and engaging marketing tools create a direct channel with consumers by activating authentic conversations that guide users all the way down the purchase funnel. Hej!’s conversational marketing is an effective tool for profiling a target that is openly interested in brands and proactively interacts in a one-to-one conversation that makes it possible to obtain valuable information on their identikit and generate leads or hyper-qualified sales linked to specific campaign objectives and measurement KPIs.

Mondadori Media, Italy’s leading multimedia publisher in digital and social media, is taking a new step in its growth strategy by joining Meaningfool, the new generation, high-tech creative agency founded by Fabio Padoan.

Meaningfool was born as a response to the market’s new needs to integrate the most popular channels, languages and formats – such as TikTok and vertical videos with the involvement of creators – within brand and communication strategies and brand storytelling, with an omnichannel creative approach, which is also performance-oriented.

In addition to having a highly experienced and talented team, starting with its founding partners, Meaningfool is also an innovative start-up that invests in the creation of new AI models to help with efficiency, productivity, content scalability, but also to increase the creative and productive possibilities of social advertising campaigns.

Meaningfool’s vision is encapsulated in its name: on the one hand, the importance of the meaning, not only of the communication content produced for companies, but also of why it is produced; on the other hand, the idea that in order to win the challenge of garnering attention and emerge from the background noise of content, it is necessary to create something ‘foolish’, i.e. creative.

“In an increasingly articulate and rapidly changing market, it is essential for a publisher like Mondadori Media, even after the recent acquisition of Fatto in casa da Benedetta, to also have a dedicated creative structure, with a highly qualified team specialised in the world of social advertising and new video languages”, stated Andrea Santagata, CEO of Mondadori Media and Chief Innovation Officer of the Mondadori Group. “In this context, Meaningfool represents an innovative reality with high development potential, whose growth we want to support, but also because of its ability to generate synergies with the activities we already take part in, with talent agencies such as Zenzero and Power, the social brands of Mondadori Media and Hej!, our agency specialising in AI and performance advertising”, concluded Santagata.

For Meaningfool – which as of today sees Mondadori Media as a new shareholder, with a minority stake – this is a second round of investment: the first took place when the company was founded thanks to the support of a group of angel investors from the media and tech world.

“We have only been in existence for a few months and Mondadori Media’s decision to invest in Meaningfool is a great act of trust but also a sign that we are on the right path”, says Fabio Padoan. “For us, entering an advanced digital system like Mondadori Media’s means multiplying synergies and presenting companies with increasingly complete and effective solutions and projects. It is only by joining forces, skills and diversity that we can create tangible changes and generate a positive impact in companies but also in the lives of the people we address every day”, concluded Padoan. 

Segrate, 1 October 2024 – The Mondadori Group announces that Mondadori Media has today completed – in execution of the binding offer signed and disclosed on 22 July – the acquisition of 51% of the share capital of Fatto in casa da Benedetta S.r.l. (formerly Waimea S.r.l.), which holds all the intellectual property and economic exploitation rights pertaining to the image of Benedetta Rossi, as well as all the social media assets and the related content library.

The price of the acquisition, paid in full in cash, is € 6.9 million and reflects an enterprise value for 100% of the company, on a cash & debt free basis, of € 13.5 million.

The transaction, which sees Benedetta Rossi and Marco Gentili (through Maui Media) keeping a 49% stake in the company and remaining executive directors, is part of a targeted strategy to consolidate Mondadori Media’s role as a leading multimedia player in food & cooking, a driving sector for the country’s economy and one of Italy’s distinguishing features worldwide.

A highly successful cookbook author and star of TV programmes dedicated to the world of cooking, Benedetta Rossi is Italy’s most important creator in the food sector, a point of reference for over 17 million social media followers and 4 million unique monthly website users.
Through this acquisition Mondadori Media strengthens, therefore, in a synergistic and integrated way, its own position in the sector, where it already operates with GialloZafferano, the most-followed food media brand in Italy, and Zenzero, the talent agency that manages the best creators in the sector. This strategic partnership, moreover, enables the Group to become one of the world’s most important social media players in food, thanks to a total audience of over 87 million cooking enthusiast followers reached jointly by Benedetta Rossi and GialloZafferano globally.
Thanks to the synergies with GialloZafferano – in terms of audience, content production and know-how – Mondadori Media will focus, moreover, on the creation of increasingly innovative content, to boost the success of both brands, in Italy and abroad, and offer high-impact special projects and solutions to partner companies.

In terms of future developments, Mondadori Media will provide its team and expertise to promote Benedetta Rossi’s characteristics and core values with the aim of consolidating the brand Fatto in casa da Benedetta as well as launching its growth in new sectors. Strategic investments are planned to explore sectors adjacent to the world of food, with the aim of diversifying the business model and expanding the range on offer.

“With today’s signing Marco and I are writing a new page of our story, to transform what we’ve built into an even more robust company. After an initial phase that was highly satisfying and full of emotions, our ambition is to achieve even more challenging results, while still focusing on the primary objective of being close to, and actually helping, our audience”, commented Benedetta Rossi.

“For years our group has collaborated with Benedetta Rossi and Marco Gentili in making highly successful books. We have thus established a very strong relationship of trust and respect, which will also be fundamental to this new collaboration. We will provide them with our skills and passion to ensure that their project becomes even more of a point of reference for the many Italians who follow Benedetta Rossi every day with great fondness and trust”, comments Andrea Santagata, Chief Executive Officer of Mondadori Media, who is also Chairman of the company Fatto in casa da Benedetta.

Lastly, and as already announced, it should be noted that the terms of the transaction also provide for a variable component (so-called earn-out) – to be defined on the basis of the results of the two-year period 2023-2024 and of the financial year 2026 – the value of which, also due a contractual “cap” mechanism, is estimated to be € 3.2 million.
The agreements signed also provide for put & call options on a further 19% stake in Fatto in casa da Benedetta‘s share capital (exercisable after the approval of the 2028 financial statements), the exercise terms/strike price of which are linked to the company’s performance (turnover and EBITDA) in 2028.
Exercising these options would allow Mondadori Media to increase its stake to 70%, while keeping Benedetta Rossi and Marco Gentili shareholders at 30%, consistent with the long-term strategic partnership established by the transaction.

Mondadori Media, Italy’s leading social and digital publisher, presented The Beauty Revolution! at the IAB Showcaseevent, the IAB Italia marketplace dedicated to digital content.

During the panel dedicated to the world of beauty, the latest Mondadori Media development was presented: from Mypersonaltrainer, a brand leader in the fitness and wellness sector, comes Mypersonalbeauty, designed for women over 35.

It’s a publishing offer that aims to speak to all generations. Mypersonalbeauty, which is more focused on beauty wellness and involves experts, is aimed at a target group of successful and well-informed women, complementing The Wom Beauty, dedicated to beauty lovers under 35, focusing on beauty and style inspiration and the hottest trends, narrated by creators who are part of the Power Talent agency roster with the recent addition of top beauty TikToker, Arienne Makeup.

Both brands are present on the Internet and on social media, and with The Wom Beauty’s over 1 million followers on Instagram and TikTok, and Mypersonalbeauty’s 1.3 million followers on Instagram, the two are already affirming themselves as brand leaders in the beauty sector.

As mentioned above, Mypersonalbeauty can count on a team of professionals, including doctors, cosmetologists, researchers, wellness coaches and beauticians, who will address topics such as anti-ageing, skincare, hair and nail care, and body and facial treatments through a variety of formats. There will also be weekly columns, videos, articles, test&tell initiatives, analysed and customised content, as well as the new themed hubs to keep up to date with the latest trends.

Through its publishing brands, The Wom Beauty and Mypersonalbeauty, and with the participation of Power Talent Agency talents, Mondadori Media highlighted the new trends in the beauty world during the IAB Showcase 2024, with a particular focus on target diversification and the values that have always made the three brands stand out: authenticity, authoritativeness, wellness inspiration, harmony, balance and freedom of expression, vision and talent.

Introduced by Daniela Cerrato – Digital Marketing Director of Mondadori Media -, Emanuela Frascà, Marketing Manager of The Wom, and Paola Pravadelli, Marketing Manager of Mypersonaltrainer/Mypersonalbeauty, took turns talking about the two publishing brands on the The Beauty Revolution! stage, and were joined by Arienne Make Up and Camilla Mangiapelo, Power Talent Agency talent, fitness and beauty coach, Federica Constantini, and Mypersonalbeauty beauty trainer, Angelica Amodei, who was enthusiastic in talking about the new beauty trends, the ability to involve communities on social networks, the opportunities to win over all generations, new formats and the possibilities for brands that want to talk to beauty lovers.

Lastly, Mondadori Media offered participants in the IAB Showcase a spectacular cooking show powered by GialloZafferano and Zenzero Talent Agency, with food creators Dany Resconi and Azzuchef (Azzurra Gasperini): special dishes designed to bring the world of beauty-wellness into the world of food.

Mondadori Media, the leading Italian multimedia publisher on social media and in the digital world involving Gen Z, was the protagonist with the stage “ReGENERATION from Z to Alpha” in the Vision Arena of the IAB Forum 2023, the main event in Italy dedicated to digital innovation, which was held in Milan on November 8 and 9. Building on its experience of social and new generation issues, Mondadori Media took advantage of the valuable setting provided by IAB Forum to announce two great new products dedicated to Gen Z: Webboh Lab and Z Power.

Webboh Labis the first permanent digital observatory of Gen Z, which gives back to the world the authentic photograph of this new generation: a privileged vantage point to know up close and in real time the thoughts, opinions, expectations and interests of young people, thanks to the centrality of Webboh, the first Italian community dedicated to Gen Z, and the authority of the Istituto di Ricerca Sylla.

In less than 48 hours, 24,000 teens between the ages of 12 and 20 responded to the first instant survey launched in community stories on Instagram. The results showed – as professor Furio Camillo, Professor of Business Statistics at the University of Bologna and Sylla’s Scientific Director, had the opportunity to illustrate – that Generation Z is not a monolith, but is made up of five profiles of social media users: Meme Maestro, comprising 40% of young people surveyed, Creative Explorer (18%), Like Lover (17%), Social Soul (14%), and Digital Dreamer (11%).

The “Meme Master” uses social media through entertainment and virality, while the other four clusters use the platforms for more value-based purposes, such as exploring interests, promoting social causes, obtaining support and sharing their creativity. Another piece of evidence that emerged debunks  the belief that young people without social media are  lonely: when asked to imagine a world without social media, the fear of loneliness scored 4.3 – on a scale where 1 equals “not at all” and 10 equals “maximum” – and is one of the last most important markers (the highest marks were obtained by “I would be bored” and “I would do more sport”). A further interesting result shows that, in a world without social media, the younger generation would miss WhatsApp and Instagram, followed by TikTok and YouTube, while they would not miss Facebook, in the last position behind Twitch, Discord, and X. To learn more about all the results of the survey and the survey possibilities offered by Webboh Lab, visit webbohlab.it.

There are also important news about Power Talent Agency. Z Power is the new agency’s spin-off dedicated to young talents who relate to Gen Z and with whom they share values and themes. A roster of ordinary young creators who speak about what they believe in, including ACapoDelGlobo (aka Giulia Berettini), Ella’s Book, Webboh talents as Claudia Mariani, Arianna Madonna and Christian Candela, and so many others. Z Power aims to create a bond between creators and brands that want to connect with their audiences, creating an ecosystem of mutual collaboration and growth. Its launch enriches Mondadori Media’s proposal for communicating the world of the younger generation, thanks in part to synergies with the Webboh publishing brand.

The IAB Forum 2023 hosted, among others, the plenary panel titled “Generazioni e Rigenerazioni,” an inspirational moment held by IAB Italia President Carlo Noseda and Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTec. The panel was focused not only on digital evolution in the last 20 years but also on future and its applications, starting with AI.

On the same stage Benedetta De Luca, Disability Advocacy, Gender & Inclusion Editor for The Wom and creator of Power Talent Agency, attended too. She addressed the theme of inclusion within the world of communication together with Martina Fuga, Communications Manager of CoorDown, and Nicola Acampora founder of PizzAut.

Mondadori Media enlivened the Vision Arena with a rich schedule and many guests with the moderation of Giampaolo Colletti, journalist contributor to Il Sole24Ore and StartupItalia Director: 25 professionals in this sector, 65% of them women, delved into topics related to the new generations, such as communication strategies (thanks to the intervention of media and advertising agencies Open Influence, Ogilvy, Omnicom Media Group and Dentsu Creative) and the evolution of trends, thanks to the intervention of the main social platforms such as Meta, TikTok and YouTube. The values and creativity that characterize Gen Z with panels by The Wom and Webboh were outlined too.

During the two intense days of IAB Forum 2023, there were many workshops signed by Mondadori Media: in the first one, “The Social Big Opportunity,” Andrea Santagata presented Mondadori Media’s development strategy and, in the second one, Edoardo Rettori, Sales Account Manager of AdKaora, and Betty Lasjuilliarias, Digital & Omni-Channel Manager of Alcon, illustrated the successful case study for the Alcon brand thanks to the new Impact Video format of AdKaora.

You can view the full program at this link.

Mondadori Media is Italy’s leading multimedia publisher, with a distinctive positioning and audience on the editorial market. Through its brands, the Mondadori Group’s social multimedia company caters for the passions of the Italians – food, beauty, fashion, health and wellness, science and tech – and reaches more than 26 million unique users every month (source: Audiweb Jan-Aug 2023) and a total fanbase of 100 million (source: Comscore Shareablee + Pinterest insight October 2023).

Webboh is the flagship media of Gen-Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase between TikTok, Instagram and YouTube of 3 million users of which 70% are under the age of 24, a website of 2.5 million monthly unique users (source: Audiweb Average Month 2023) . It is in the top ten most influential Italian media on social, as well as the first in target generation Z for engagement and video views (source: Top Italian Media Rankings of Prima Comunicazione made by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Power Talent Agency is Mondadori Media’s agency that manages a roster of talents with different artistic paths. The variety of profiles makes Power a unique reality in the Italian digital world, in which the talent of influencers and creators is transformed into value for brands, reaching over 30 million video views per month.The projects developed can also benefit from integration opportunities with Mondadori Media brands, from The Wom to Mypersonaltrainer to Webboh, for the creation of content with a strong impact in message, language and style. The goal is to create authentic stories for all target segments, especially for the genZ and young millennialZ public.

Over 27 million adult Italians (18-74 years old) follow at least one influencer or the social channels of a publishing brand (+17% compared to 2021), the figure corresponds to 71% of active users on social networks confirming the increasingly relevant importance of these figures in people’s daily lives and the fundamental role they assume in purchasing processes.

In addition,57% of Italians, out of the analysed sample of the population aged 18-54, follow a macro influencer or the social channels of an editorial brand every day (+20 percentage points in two years), 8% once a week, and only 5% said rarely. The “macro influencer” category includes people and editorial brands with at least 100 thousand followers recognized as influencers by their communities in six specific fields: lifestyle, beauty, fashion, entertainment, food and wellness.

These are some of the data that emerged from the new research “Italiani & Influencer” carried out by BVA Doxa in collaboration with Mondadori Media and Buzzoole, with the aim of thoroughly investigating the opinions of Italians towards a category that is increasingly present in people’s daily lives and has a strong impact from the point of view of purchasing processes and consumption.

But who are the top 5 macro-influencers by notoriety in Italy? Leading the ranking remains Chiara Ferragni (cited by 86 percent of the sample), followed by Giallozafferano (72 percent) and Benedetta Rossi (72 percent). In fourth place is ClioMakeUp (62 percent) and in fifth is Aurora Ramazzotti (60 percent).

Very interesting, and in discontinuity with other media, is the figure for the most followed topics on social media: in first place, in fact, the research notes food tied with entertainment, with 58 percent. It is not surprising, then, that the Top Five include two food media brands.

The importance of influencers as true tutors in purchasing processes is also reconfirmed in this year’s survey: 46% of respondents have made at least one purchase suggested by an influencer and 83% take their advice into consideration.

Examining purchase intentions in individual areas, topping the list of Italians’ preferences are the profiles of Giallozafferano (83%) in food&beverage, Mypersonaltrainer (81%) in the wellness area, and ClioMakeUp (88%) in the beauty world.

Andrea Santagata, CEO of Mondadori Media comments: “Years ago, we decided to strengthen our digital area by investing to strongly enter the social media segment and the influencer marketing sector. The results of this research fully confirm the validity and strength of this decision” – and continues- “Investing and growing in new media also means identifying and enhancing new talents and always focusing on new communication languages. With a network of 200 creators and more than 800 million monthly video views on the socials of our editorial brands, we are witnessing the transformation taking place in video entertainment, where social and creators are the new palimpsest of Gen Z. Socials today are increasingly the reference point for Italians on their main interests and passions with volumes typical of TV to which is added the ability to engage audiences.”

For the first time ever in the Italian scenario, it emerged, in addition, that there are more than 3 million Italians who follow at least one virtual influencer, particularly from the Gen Z and Millennials target audience. Specifically: 28% are from the 18-24 age group, 34% from the 25-34 age group, 24% from the 35-44 age group, and finally 14% from the 45-54 age group. Those who know and follow virtual influencers do so consistently every day (as if they were real influencers). In fact, 57 percent of respondents follow them every day, 28 percent every 2-3 days, 7 percent more or less once a week, 4 percent every 10-15 days, and only 5 percent have no usual frequency.

“The presence of influencers in people’s daily lives – adds Gianluca Perrelli, CEO of Buzzoole – is now well established. Indeed, in recent years, we have witnessed their evolution, thanks in part to their ability to create more and more empathy and affinity with their communities, establishing a trusting relationship with people. Two interesting trends also emerged from the analysis. The first is the extraordinary growth of TikTok with 25 percent, confirming it as an increasingly strategic channel. The other is that of virtual influencers, who are playing an increasingly prominent role on par with real influencers, as well as reaching out more to Gen Z and Millennials. In fact, we are witnessing yet another paradigm shift born in the wake of innovation itself.”

Regarding channels, in fact, there is the increase of TikTok with 25% (vs. 9% in 2021), especially for entertainment at 30%. Instagram, on the other hand, again emerges as the favourite social media of 77 percent (vs. 67 percent in 2021) of respondents.

Why do you follow an influencer?

Fifty percent of respondents say they follow them first and foremost because they provide advice and are considered experts to get information from, a motivation that was cited mainly by wellness (55 percent) and cooking (56 percent) enthusiasts. 46% follow them because they introduce new products.

The analysis considers the role of influencers in the buying process as well. In particular, it emerges that for 56 percent of respondents they are mentors in explaining a product especially in the beauty and wellness sphere; for 46 percent they are trendsetters who point out news or raise awareness of a new product (fashion and lifestyle); and for 37 percent they are people who point out where and when to buy a product (again in fashion and lifestyle).

In addition, 46% of respondents made at least one purchase because they were recommended by an influencer. In detail, 30 percent consider influencers’ advice a lot/regularly, 53 percent quite a bit, and 18 percent not much/not at all. The areas in which people shop are: beauty, food and fashion.

The survey involved over 1,300 respondents, representative of Italians between the ages of 18 and 54 who surf the Web, examining the six topics of greatest interest declined by socio-demographic profiles, with a focus also on the female target.

Full research is available here (in Italian).

Mondadori Media expands its offer and strengthens its talent agency area with TAAG!, the new talent management agency operative in the entertainment world.

TAAG! was conceived to scout and manage transversal talents who best “reflect” the various segments of today’s and tomorrow’s entertainment world: TV and radio hosts, singers and musicians, influencers and content creators, authors, dance artists and TV personalities.

The mission consists in helping and promoting the professional growth of talents within a context strongly linked to the digital scene for the development of integrated communication projects.

“TAAG! is a novelty for the talent management agency setting, thanks to an innovative positioning of artists originating from various areas of the entertainment industry, from TV to social media, from radio to music. Mondadori can make the difference in this multimedia context thanks to its one-of-a-kind and distinctive known-how, especially in the entertainment sector,” stated Carlo Mandelli, Mondadori Media’s CEO of the magazine area

TAAG!’s roster will comprise both emerging talents and already known professionals: in either case, it will include figures characterised by strong potential and transversal skills. As far as music is concerned, TAAG! has made a partnership agreement with Warner Music, the leading international group of the music sector, with the aim of promoting the growth of singers, artists, DJs and producers and enhancing their potential in the world of entertainment.

Alfonso Signorini, Chi’s editorial chief, TV host, writer, author and director, will be among the agency’s most important personalities. Signorini, who has worked with Mondadori Media on the development of Taag! since its conception, will, to all effects, be one of the leading talents of this new reality.

Always with regard to its talents, TAAG! will work with the best digital PR agencies to ensure better commercial development opportunities, both in the digital world and beyond, by creating synergies to implement specific projects and formats for customers and businesses.For TAAG!’s management, Mondadori Media has appointed Ricky Palazzolo as Talent Director. As a highly experienced professional of the entertainment setting with transversal skills in music, TV and digital and media relations, Palazzolo will be in charge of hiring, managing and promoting talents, by connecting their interests to those of the brands and editors.

Mondadori Media, the leading Italian multimedia publisher on social media and one of the most important players in the digital sector, will be the star of the first edition of the IAB Showcase, the IAB Italia marketplace dedicated to digital content scheduled for tomorrow, Tuesday, 30 May, in Milan.

A ​non-stop, 40-minute relay, where the creators of Giallozafferano,​Mypersonaltrainer,​The Wom and Webboh​and talent agencies Power and Zenzero, will take turns on stage with sketches, challenges, head-to-head interviews, games and time for entertainment and in-depth analysis. The show will be hosted by Power’s young talent, Diletta Begali, who will guide the audience through the line-up of stars from the world of food, fitness, beauty and fashion.

Empower your engagement: brand, creator and Mondadori Media together for a perfect match! – as the name implies, the event wants to emphasise the value of collaboration between publisher, creator and brand by constructing tailor-made communication strategies that are effective for the younger generation. The stars of the Mondadori Group’s team of creators and agencies, together with Andrea Santagata and Daniela Cerrato, respectively the CEO and Marketing Director of Mondadori Media, will tell the story first-hand on the event’s main stage.

The Mondadori Media showcase – Presenting Partner of IAB Showcase – will see an extraordinary line-up of top talent from the Italian digital scene, including:

• Niccolò Famiglietti, international teacher and trainer on the Power Talent Agency roster and face of Mypersonaltrainer, the leading brand in the wellness, fitness and health sector with 14 million unique users and 3 million followers on social media. Famiglietti will interact with the audience in the room, challenging them to perform a series of easy-to-perform exercises for everyone.
• Diletta Begali, a Youtuber who has established herself on social media for her stories about travel and daily life, will perform a sketch on stereotypes related to creating an influencer marketing project along with Giulia Bellu, actress and content creator, both of whom are on the Power
• Benedetta De Luca, Gender & Inclusion Editor at The Wom, will guide the audience through an overview of the values and strengths of Mondadori Media’s 100% inclusive social media brand, with 9 million unique users per month and 6 million followers on social media. The content creator and disability advocate will also present the new video format TikTalk, created in collaboration with Hej!, together with Daniela Cerrato.
• Giulio Pasqui, CEO of Webboh, and Nicky Passerella, the brand’s leading creator, will also be on the Mondadori Media stage. Together they will be the stars of a special head-to-head interview on the language of Gen-Z. It will be a discussion about the first digital community dedicated to the new generation, with 5 million followers and more than 14 million monthly interactions, appearing in the top ten of the most social media-oriented Italian media, from two different points of view.
• The showcase will also see talks by Aurora Cavallo (aka Cooker Girl) and Diletta Secco – Giallozafferano’s leading talent and one of Zenzero co-founders, the talent agency for the best Italian food creators – who will discuss their experiences as food creators in a game, focusing on projects, recipes and communication methods related to the digital world.
• Clizia Monguzzi, Account Director of OMD, will close the showcase and, together with Andrea Santagata, will tell the story of the development and the value of McDonald’s case history on-air on the channels of Giallozafferano, the leading food media brand in Italy with 18 million unique users per month and 60 million followers on social media.
• For the grand finale Daniele Rossi, the renowned chef from Giallozafferano, and one of Zenzero ‘s co-founders, will perform in a special cooking show.

The line-up of Mondadori Media speakers at the IAB Showcase:

• Diletta Begali, Host & Content Creator – Power Talent Agency
• Giulia Bellu, Actress & Content Creator – Power Talent Agency
• Aurora Cavallo, Creator of Giallozafferano and Co-Founder​ of Zenzero Talent Agency
• Carolina Cefalù, Head of Talent Manager of Zenzero Talent Agency
• Daniela Cerrato, Marketing Director of Mondadori Media
• Benedetta De Luca, Gender & Inclusion Editor of The Wom – Power Talent Agency
• Nicolò Famiglietti, Beauty & Fitness Influencer – Power Talent Agency
• Clizia Monguzzi, Account Director of OMD Italy
• Giulio Pasqui, CEO & Co-Founder of Webboh
• Nicky Passarella, Creator and Actress
• Jessica Piga, Head of Talent Manager at Power Talent Agency
• Daniele Rossi, Creator of Giallozafferano and Co-Founder of Zenzero Talent Agency
• Andrea Santagata, CEO of Mondadori Media
• Diletta Secco, Creator of Giallozafferano and Co-Founder​ of Zenzero Talent Agency

Mondadori Media distinguishes itself once more among the leading Italian publishers for its digital audience, with excellent website and social media results.

Social media results

Mondadori Media’s 100 profiles reached over 83 million followers in March and exceeded half a billion monthly video views (sources Comscore + Instagram video insights).

In Prima Comunicazione’s Top most social Italian media ranking, processed by Sensemakers, Giallozafferano conquers the first place for its video views with 113 million views. Webboh is also in the Top ten with 14 million interactions.
Excellent results for The Wom, which concluded the month of March with a record of 6 million followers and 46 million video views (sources Comscore + Instagram video insights).

Outstanding performance also for the branded contents developed in partnership with Mediamond. In the paid partnership ranking of Prima Comunicazione and Comscore, Giallozafferano is first on Instagram with 45 thousand actions taken on a series of reels implemented together with Cooking with Bello, Luisa Orizio and Evasfood Addiction, all top food creators of Giallozafferano and the Zenzero Talent Agency. Excellent performance also for the branded campaigns implemented in March by Mypersonaltrainer, Webboh, which reached 18 thousand actions at the Webboh Awards, and The Wom with nearly 16 thousand actions.

“We’re very satisfied of the great numbers achieved in terms of audience and interactions, further confirming the strength of the strategic decisions taken,” stated Andrea Santagata, General Manager of Mondadori Media. “Our recipe is based on the quality of the brands and contents, but also on a focus towards the new generations, by increasingly focussing on new talents and creators through both the foundation of new companies, such as The Wom and Zenzero, and acquisitions, such as Webboh and the Power Talent Agency,” concluded Santagata.

Web ranking

Mondadori Media on the podium of Audiweb’s ranking of Italian publishers with 27 million unique users, an 8% increase compared to the previous year, and a reach equal to 61% of the market (Total digital audience, February 2023).

Giallozafferano is once again Italians’ first choice in the Kitchen with 18 million unique users and a 57% reach in the Food & Cooking segment. Mypersonaltrainer and The Wom, leaders in their categories, also stand out with respectively 13 million and 8,6 million unique viewers.
Historical results for Tv Sorrisi e Canzoni, which reaches 5,5 million unique users and an amazing growth of +43% compared to the same month last year, also thanks to the success of the special initiatives implemented at the Sanremo Festival of 2023. Excellent performance also for Webboh, the first community entirely devoted to GenZ and which reached 3 million unique viewers in its first Audioweb ranking, thus confirming the brand’s ability to reach its elective target even beyond the social media channels.

The Pietrarsa National Railway Museum today hosted the State of Privacy ’22 event sponsored by the Regional Authority of Campania and the Municipality of Naples, which promotes correct use of digital data among users.

As part of this important event, McDonald’s and Mondadori Media, the Mondadori Group’s social multimedia company, took up the proposal of the Garante della Privacy – the Italian data protection authority – by signing an agreement in which they undertake to promote correct use of digital data among young users: the objective is to make available the necessary tools to educate youngsters about the value of their personal data in order to help them become active, knowledgeable citizens, users and consumers.

Through Focus Junior, the reference brand for children and teenagers which uses an edutainment approach to offer its readers a means to explore the world, concepts and terminology will be explained in a simple entertaining way to stimulate curiosity with the right questions and a touch of irony. Assisted by specialists on the subject, Focus Junior will publish articles in the magazine, videos, posts, memes and short clips on its website and social media.

The same content will be amplified in McDonald’s restaurants with a booklet edited by Focus Junior, packed with cartoons, infographics and illustrations, which will be distributed during events organised for youngsters. Given its widespread presence across Italy, McDonald’s is an effective amplifier of values, especially among young people, who have always been one of its most faithful publics.

“We are happy to have accepted the invitation of the Garante della Privacy and to have signed this important undertaking to safeguard the younger members of the community,” commented Luisa Adami, General Counsel and Franchising Director McDonald’s Italia. “Personal data processing is an issue to which we pay great attention: protecting our users is a priority. We are proud to join a project to raise awareness among children and young people, an initiative I feel strongly about not only in my role as General Counsel, but also as the mother of two daughters who come into the project’s target group.”

“Educating children and young people about personal data protection is a priority for society as a whole, and one in which, as a publisher that talks to the younger generations on a daily basis, we want to play an active part,” said Mondadori Media Chief Operating Officer Andrea Santagata. “This is why we have responded with such enthusiasm to the appeal of the Garante della Privacy to take concrete action in this area: we are doing so with a project organised by the Focus Junior brand, to answer the questions of young people and their families and give them the knowledge to be aware and responsible.”

 McDonald’s Italia

Active in Italy for 35 years, today McDonald’s has 640 restaurants across the country and a total of 27,000 employees who serve 1 million customers every day. Ninety percent of McDonald’s Italian restaurants are managed on a franchising basis by 140 local entrepreneurs, reflecting the brand’s strong local roots. McDonald’s confirms its intention of being a “local” brand

also through its choice of suppliers, 85% of whom are Italian companies or companies that have production operations in Italy. Worldwide, McDonald’s operates in more than 100 countries with over 38,000 restaurants.

 Mondadori Media

Mondadori Media is Italy’s leading multimedia publisher, with a distinctive positioning and audience on the editorial market. Through its brands, the Mondadori Group’s social multimedia company caters for the passions of the Italians – food, entertainment, science, fashion, edutainment and much more – and reaches more than 25 million unique users every month (source: Audiweb Jan-June 2022), an overall fanbase of 70 million people (source: Shareablee + social insight 2022) and almost 9 million readers (source: Audipress 2022/I).