Digital Mag Publishing: Solving The Advertising Problems
Oomph is more than just a digital magazine publishing company which might have something to do with CEO Keith Ahern’s deep tech roots.
I’ve spent my entire career working with multimedia and the internet, from my first job as an engineer with Netscape in 1996.
I was working beside the guy that invented JavaScript. There were people working on bringing in things like CSS and styled text, audio and video. All of that was happening in the time that I was there. The guy that hired me, Mike McCue, started Flipboard.
Back in the late ’90s I was thinking about how to get content across multiple channels. What’s that like? What’s a good experience? That gave me a good foundation for what we are doing today.
Oomph is now six years old.
We’re perhaps best known for digital magazine publishing, a segment that has been challenging for many publishers.
People bought tablets faster than agencies, advertisers and publishers could respond to monetise those eyeballs. There are success stories out there, but there are failures as well due to the low uptake by the consumer.
You can’t just walk into an industry and change it. You’ve really got to learn in order to find the middle ground.
We’ve put all of our learnings into launching a product called Adomatic. It’s a service that takes existing creative, such as print ads, and turns them into interactive ads quickly and cost effectively. It allows publishers to sell tablet and mobile inventory using existing sales channels.
This solves a big problem. There was still a pile of money – despite rumours on the contrary – in print advertising that was not converting over to digital fast enough, or in large enough amounts. Adomatic uses existing relationships and creative. It looks so great, you won’t believe it when you see the animated output.
We’ve created something complex that looks simple. But behind the scenes, it does an awful lot of clever things. Publishers such as News Corp are already using the service and it’s making headlines around the world. We’ve got clients such as Coles, Qantas and Bauer on board with our products and we’re helping make ads for brands like Harvey Norman. These are top class names.
We kind of almost forget how far we’ve come.
Please login with linkedin to comment
Collaboration Marmalade Mobile Payments Need a Jingle Social Media Influence YouTubeLatest News
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Tyro has revamped its brand identity and launched a new brand campaign illustrating how industry-obsessed they are about their core customers with bespoke solutions across payments, banking and lending. ‘Into business big time,’ created by Howatson+Company, brings to life this customer obsession by highlighting Tyro’s dedication to supporting Aussie merchants in running and growing their […]
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
At an event at the NSW Teacher’s Federation Conference Centre last Tuesday night, a panel of IAB experts, including Are Media’s Jane Huxley and Lauren Leisk, unpacked the 2024 Affiliate & Partnership Industry Review research, discussing how major publishers are embracing affiliate opportunities. The research was designed and conducted in April 2024 by the IAB Australia […]
Optus Names NBN boss Stephen Rue As New CEO
Optus has named co-boss of NBN Stephen Rue as its new CEO just 6 months after the telco was rocked by an outage impacting 10 million customers. Rue, who has previously held positions at News Corp, will commence the Optus role in November. Former CEO Kelly Bayer Rosmarin left late last year following the outage. […]
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Enigma, one of Australia’s largest full-service independent agencies, today unveiled a bespoke placemaking campaign for URBNSURF – Sydney’s new, world-leading, purpose-built surf park. The creative team behind Enigma’s Property & Place division has developed a unique set of wayfinding and environmental graphics and signage for URBNSURF Sydney, ahead of its opening at Sydney Olympic Park […]
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Brand strategy and design consultancy, Houston has strengthened its creative offering, announcing the appointments of Alex Creamer to the role of Creative Director and Michelle Teh as Design Director.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
JCDecaux has been awarded the Transport for NSW (TfNSW) bus advertising contract for all buses in the Sydney Metropolitan regions. Lead image: Ben White, general manager. Winning the competitive tender process marks a significant expansion of JCDecaux’s current bus advertising contracts across Sydney. It extends JCDecaux’s Transit reach across the whole of Sydney Metropolitan regions […]
CommBank Launches The Brighter Side TV On 10 And 10 Play
CommBank has today unveiled The Brighter Side, a new television series to be broadcast on 10 and 10 Play to inform and empower Australians with practical tips and bright ideas to help them take control of their financial future. The Brighter Side showcases a diverse range of stories to inspire Australians to make their money […]
IMAA Announces Next Female Leaders Of Tomorrow Programme
The IMAA is celebrating the success of its inaugural Female Leaders of Tomorrow programme for providing a real-world solution to address the gender pay gap at senior levels* with events in Sydney and Melbourne. It has also announced its new 2024-25 programme. The 2023-24 programme’s 16 mentees and mentors, along with mentee leaders, IMAA directors […]
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Luke Spano, Managing Director at Avid Collective. You have an intriguing background as a professional poker player plus stints at JR Sports & NightGuru, how did that lead to native content? My previous work in the two startups were focused on marketing […]
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
Leading digital outdoor company QMS today announced a further expansion of its NSW network, signing a new agreement with the Australian Turf Club to manage key assets at Sydney’s iconic Rosehill Gardens Racecourse. The agreement, which was secured as part of a competitive tender process, takes effect on 3 June 2024 and covers six locations […]
VMO Signs Deal With Stockland Shopping Centres.
VMO has secured an exclusive agreement with Stockland to manage the operations of 22 large format digital screens, strategically positioned throughout nine Stockland town centres across Australia. These centres include Stockland Piccadilly in Sydney’s CBD, Stockland Merrylands, and Wetherill Park in Western Sydney, Stockland Green Hills in the Hunter region, Stockland Shellharbour on the south […]
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Day Management has appointed Tim Wall in a newly-created role of head of talent and publicity. Wall will be responsible for managing and overseeing Day’s broad and impressive portfolio of talent, including Day’s most-recent coup, the highly sought-after breakout star of Married At First Sight Australia, Lucinda Light. Wall was previously senior publicist at Paramount […]
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.