In line with its strategy to engage audiences and deliver an integrated offline and online presence for advertisers to reach their audiences, oOh!media has today announced that its Hijacked content platform will be re-launched as Uni Junkee.
The move, announced by oOh! CEO Brendon Cook and Junkee Media CEO Neil Ackland is the latest step in oOh!’s content play which forms part of the company’s broader digital strategy.
“Three years, ago we launched Hijacked that set us on a strategic direction placing content and audience connection as the key differentiator to our digital strategy, and one that has delivered huge value for entire oOh! Business,” Cook said.
“Today is an exciting step in the evolution of content as part of the out-of-home sector, and one that we believe will further benefit advertisers that want to reach the youth audience and, in particular, Millennials and Gen Zs.
“Hijacked has successfully been growing its university audiences through the publishing of entertaining and informative content about issues affecting students.
“We now see it as a natural step to take the pioneering work Hijacked did with university students and put it into the Junkee stable.
“This will not only enable us to elevate the university offering by drawing on Junkee’s expertise in creating content designed specifically to engage hard-to-reach audiences, but create a new touch point for the Junkee brand among younger audiences as they enter tertiary education.”
Hijacked was created by oOh!media in 2014 to provide a platform for advertisers to connect with uni students, and amplified the online content written by students for students across oOh!’s digital screens on university campuses across the country.
Under the guidance of managing editor Lisa Omagari and editor Lauren Piggott, the platform has continued to drive increased readership, which over the past year has been further accelerated as it has benefitted from Junkee’s expertise in youth publishing.
In the last month, Hijacked achieved its strongest result on record, with more than 195,000 sessions, 133,000 users and 228,000 page views.
Ackland said: “Hijacked was a real trailblazer in utilising online and out of home to target audiences and build a community through combining two powerful mediums. Like Hijacked, Uni Junkee will provide content through a student lens.
“We recently announced new areas of Junkee based around interests like music, video and politics, and we will be adding student-specific content from Uni Junkee that we know the audience will love.
“The need for content to live both on and off platform in this age is paramount. Uni Junkee will also be amplified to 1.3 million students across 106 campuses nationally on Locate by oOh!’s study network, and through social channels for Uni Junkee and other Junkee titles.”
The relaunched platform, which goes live on Monday 17 July, will continue to be led by Omagari and Piggott.