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

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications.
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications.

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
  • Campaigns

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising

Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]

The Monkeys ECD Vince Lagana Departs
  • Advertising

The Monkeys ECD Vince Lagana Departs

Monkeys ECD Vince Lagana has departed the agency, but not before helping himself to those lamb chops in the freezer.