oOh!media Unveils New Content Platform ‘The Upsider’

oOh!media Unveils New Content Platform ‘The Upsider’
SHARE
THIS



Business professionals in Australia’s CBDs will be provided with the latest lifestyle news and views when entering their building foyer, catching a lift to their office or taking a break over a coffee, following last night’s launch of oOh!media’s new content platform The Upsider.

The mobile-first platform, www.theupsider.com.au, follows oOh!’s acquisitions of Executive Channel Network, Inlink and Junkee.

oOh!’s newest platform will feature content about food and drink, arts and entertainment, style and design, and travel and be amplified across more than 4,000 of the company’s digital screens in office and café environments as well as through social channels.

Group director of LOCATE by oOh! Adam Cadwallader said the latest addition to oOh!’s content platforms – which includes Junkee, UniJunkee, Punkee, Shortpress, AWOL, the cusp, and QView – was a further step in the media company’s strategy to build greater audience engagement.

“We reviewed data and insights we had on the office audience and identified a great opportunity to connect with them through rich and relevant content,” Cadwallader said.

The Upsider will help us create deeper engagement between more than 2.7 million professionals* and Australian advertisers with great content displayed across our leading CBD Office environments nationally.”

“The republishing of editorial led content on our assets has proven a great success since we launched the content platform Q-view in Qantas Club Lounges and university focused hijacked.com.au (now rebranded as UniJunkee) in 2014 and small business focused shortpress.com.au.

“This was further realised following our acquisition of Junkee Media which added market leading capabilities in regards to native content engagement in a mobile and social world.

“Our eight content platforms deliver advertisers with a 360-degree offline and online marketing channel to reach specific audiences – which in The Upsider’s case is professionals who are on the way up.”

The Upsider editorial strategy and delivery will be led by Junkee Media’s managing editor of custom and native, Lisa Omagari; and The Upsider’s editor, Sharnee Rawson, previously a restaurant critic, reporter and contributing editor for Good Food (The Sydney Morning Herald), delicious and The Courier-Mail.

Rawson said The Upsider is a premium lifestyle title for those ‘on the up’ in their professional and personal lives.

“Our content strategy for The Upsider is to produce original, in-depth local coverage of food, drink, arts, entertainment, style, design and travel.  The content will be guided by audience insights and data that LOCATE by oOh! has collected through its office and café environments,” she said.

“We know that our audience in these environments are 2.1 times* more likely than the average person to have an income of more than $100,000 pa*.

“Our readers are deeply engaged around food, restaurants and bars, are almost 50 per cent* more likely to travel overseas and believe wearing designer labels improves their image and career prospects.

“Our team will go beyond the headlines to cover the best lifestyle stories of our cities in a way that truly relates to our readers lifestyle and interests.

“We see it as a content platform that will help bridge the gap between their professional and personal lives – such as how to impress through wine selection when dining out with clients or providing a moment of escapism through beautiful travel photo essays.”

Junkee Media publisher Tim Duggan said The Upsider combined oOh!’s in-depth knowledge of advertising with Junkee Media’s editorial nous and ability to reach online audiences at scale.

“While our roots are steeped in providing great content to the millennial audience, we are excited to be extending our stable of titles to reach new audiences,” Duggan said.

The Upsider goes live at 1pm on Wednesday, August 16 with Tourism Tasmania the first launch partner.

Please login with linkedin to comment

MYOB The Upsider

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.