Yahoo7 Celebrates Rating Success Through Launch Of Be App

Following a successful six months since the launch of Be, the platform is now the sixth biggest lifestyle site in Australia. Reaching 816,000 people , Yahoo7 bolsters its growing audience by launching the Be app.
With several studies demonstrating some Australians check their phone over 200 times a day, the app is set to provide instant celeb and entertainment news in the most accessible format yet, to those mobile addicts around the country.
Available for free download on iOS immediately, the app is another milestone for Yahoo7’s Be, a one-stop-shop for the latest inspiring and entertaining lifestyle news, with new content daily from Australia’s most-loved personalities.
In the app’s first release, users can opt in to see what the future holds with their daily horoscope delivered to their home screen via push notification. Entertainment buffs will also be alerted to local and global breaking stories as they arise through the same function.
The app is designed to inspire and drive the daily habits of Be’s growing audience, taking advantage of the explosion in app use, which now accounts for 90 per cent of time spent on mobile devices.
Caroline Casey, director of product and audience at Yahoo7, said the app is part of our mobile lead strategy, offering its audience an enhanced entertainment experience and we are very proud of our success.
“Be was conceived by listening to our audience’s growing demand for personality-led content, recognising a change in audience habits and developing a premium product based on our unique partnerships and utilities. The Be app is the next exciting step in this evolution.
“The app was developed locally by the Yahoo7 team who also delivered our leading apps PLUS7 and 7NEWS” Casey said.
Lucy Chesterton, newly appointed head of Be, said the app is the perfect download for mobile addicts who need to be on top of the latest entertainment news.
“Whether it’s for water cooler banter, industry goss, a quick recipe from our Be personalities or horoscope devotees, the Be app provides the most premium, current and personalised entertainment and lifestyle experience, direct to our audiences’ home screens.
“Having recently joined the team, I’m excited about our opportunity to ensure the Be app is recognised as a premium source for Australia’s mobile addicts to access the best and breaking entertainment news,” Chesterton said.
The Be platform includes Yahoo7’s most popular lifestyle verticals: entertainment, travel, fashion, beauty and food and combines editorial with original personality-led content from Australia’s most loved celebrities.
Latest News

What It Takes To Help Build Brand Trust Online In 2021
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]

Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]

BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.

Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.

Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]

Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.

Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.

Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.

2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.

Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.

David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.

Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.

Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.

Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.

Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.

Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.

News Media Bargaining Code Remains “Unworkable” For Facebook
Sure, you may not be reading any of B&T's News Media Bargaining Code coverage, but you have to admire our persistence.

Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys
Look, it's the second instalment of the lamb ad. And it's even better than the first, like Radiohead's second album.

UnLtd Board Welcomes Verizon Media MD Paul Sigaloff
Verizon's Paul Sigaloff joins the UnLtd board. Forced to sit on milk crates until arrival of leatherette swivel chair.

Sorrell Grabs Another One As MediaMonks Merges With German Auto Agency Staud Studios
Sir Martin invests in new set of lederhosen and felt alpine hat after snaring latest German agency.

Shutterstock Reveals Visual Trends 2021
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
David Fox hurriedly learning where Tunis and Marrakesh even are after landing North Africa-Middle East role.

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
It wouldn't be a B&T newsletter without the latest outdoor news. Well, save for the past four that is.

Jobs On The Rise: 2021’s Looking Good For Marketers, Digi Pros, Podcasters & Bloggers
It's the latest hot jobs report! Get set for that unsettling, stomach churning nausea feeling if yours ain't on it.

Have We Entered Peak Podcasting? 2021 Predictions
This columnist asks have we reached peak podcasting? We've definitely reached peak cavoodles, Aperol Spritz & man buns.

Lenovo Turns Aussie Tech Review Into A Death Metal Song
By playing this death metal song backwards you may conjure Satan himself, or really annoy the shit out of colleagues.

Are Media’s BEAUTY/Crew Unveils Seasonal Digital Issues
Look, here's the latest industry beauty news that'll have your sagging epidermis glowing by the end of the third paragraph.

Bastion Collective Launches New Interactive Experience Agency Bastion Interactive
Bastion Collective launches new arm, Bastion Interactive, which is a specialist interactive experience agency headed up by ex DDB Tribal Managing Director.

Major US Networks ‘Boycott’ Trump Farewell Address
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]

Facebook Journalism Program Helps News Publishers Find New Subscribers
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]