Digital publisher Where To Media today announced it has rebranded to Avid Collective, an audience-led branded content solution, an entity that now represents a network of seven owned media brands.

The rebrand arrives following the significant growth of the Where To digital brand, that guides viewers on ‘Where To’ spend their time and money across Australia. In addition, the group has also seen rapid growth across several new media brands that have been launched in the last year.

The Avid Collective network now consists of media titles that focus on local experiences, travel, home inspiration, shopping, sustainability, wellness and pop culture. The new media brands include ‘Add To Cart Australia’, ‘For The Home Australia’, ‘Where To Travel’, ‘Thriving Planet AU’, ‘Best Life Australia’ and ‘Culture Feed AU’ (see further information below).

Avid’s network of brands communicates to digital audiences via a unique, short-form video format called ‘video articles’. The video articles, when sponsored, directly integrate brands into the content format. The group publishes more than 1,500 video articles per month through its network of websites and social pages, reaching more than six million Australians.

Avid Collective Managing Director and Co-Founder, Luke Spano (pictured), said the rebrand is the result of several new media title launches throughout 2019, and the recognition that one brand was needed to represent the whole group.

“Our business has quadrupled in size over the past 12 months and the rebrand reflects our diverse suite of digital brands,” Spano said. “We are focusing on passion points that we know Australian millennials love and we are communicating in a way that is engaging, accessible and unique.

“Brands everywhere are losing the attention war. More than 4 in 10 online Australians are using ad blockers and over half of the population subscribe to a streaming service like Netflix or Spotify, making it harder than ever to reach them. In addition, poor brand integration and a lack of ability to effectively capture audience attention are resulting in less effective advertising than ever before.

“Avid’s short-form video articles, created by journalists to provide an informative and engaging experience, and the use of first-party data to deliver highly personalised experiences, have proven to be up to three times more effective at engaging people than traditional content on mediums like Facebook and Instagram,” he said.

Avid Collective currently works with some of Australia’s biggest brands across a variety of industries including retail giant eBay, Pernod Ricard-owned alcohol brand Kahlua and iconic Australian tourist attraction site, BridgeClimb.

“We sell advertising to help grow the businesses that we work with and strive to make a significant impact with every campaign. We don’t limit ourselves to helping brands fill certain impression quotas, we want to make a difference to their bottom line,” Spano said.

Avid Collective will soon announce several new senior additions to its commercial and digital team.