Multimedia Junkee content to feature on screens across venues, universities and TAFEs
Outdoor business and owner of Junkee Media, Ooh Media, has announced the expansion of its youth publisher to a multi-channel youth content network.
It promises the resulting product will be the biggest of its kind in the country and provide advertisers with a new way to reach young Australians.
The Junkee Network will combine Junkee Media’s content platforms – Junkee, Punkee and AWOL – with Ooh’s out-of-home assets across venues and universities.
Junkee Media reaches 6.4m Australians with its content, according to Ooh Media and Facebook Insights, and will be positioned across more than 100 screens in universities and TAFE campuses across the country, reaching 1.2m students, as well as 220 social venues.
Junkee co-founder and Ooh’s chief content, marketing and creative officer, Neil Ackland, said the network would combine scale and trust.
“We know that young Australians have a lot of trust in Junkee Media’s brands, so when you combine that with the ability to reach millennials and Gen Z at scale in the key locations they hang out in, Junkee Network will solve a lot of pain points for marketers,” said Ackland.
“The future of the out-of-home industry is to continue to evolve to be audience-first, using the smart data capabilities we now have about who those audiences are and what they do.
“We really believe the Junkee Network will be a game-changer for brands to reach young Australians no matter where they are, online or in the real world, in a simple, cost-effective and targeted way.”
The network will use Ooh’s Smart Reach capabilities which utilise data gathering and analysis to help brands target their intended audiences and optimise campaigns.
Ooh Media merged Junkee into its creative and marketing team in May as part of a restructure following some COVID-19 cuts and stand downs.
Outgoing Ooh Media CEO Brendon Cook said shortly after the outdoor company’s acquisition of Junkee in 2016 that the long-term plan was the utilise the youth publisher’s content across its outdoor properties.
Junkee and Ooh have partnered on several outdoor campaigns recently. Junkee also won a pitch in early 2020 for the Netflix ANZ social and content account.
It’s sad to see that Junkee are fabricating their audience numbers so blatantly. Last month’s Nielsen Digital Content Ratings measured Junkee’s audience at roughly 750k Australians. How on earth do they justify inflating that number by almost tenfold to 6.4 million? And why does Mumbrella publish ridiculously misleading and unaudited audience figures?
Hi Disappointing,
Here is the link to the Junkee data – https://promo.junkeemedia.com/junkee-network
Facebook is the measurement tool Junkee has used, not Nielsen. I will update the story to make it clear, but I suspect because the Junkee Network isn’t going to be using Junkee’s web platform alone that is why they have chosen to not use the Nielsen figures (as well as the fact the Facebook data shows a much higher figure).
Thanks,
Hannah – Mumbrella
Respect to Mumbrella for actually clarifying in the piece that these are Facebook numbers provided by Junkee themselves, and not Nielsen…. but it’s still poor form on Junkee’s part to put ‘internal and Facebook insights’ out there when other publishers are doing the right thing by benchmarking themselves against the industry accepted currency.
I do not doubt media orgs are quoting real figures, but I am sceptical of many of these. But it’s in no ones interest to do a deep dive as it supports advertising claims. For instance 6.4m people means around 25% of all Australians old and young, city and country? If that is the case, then surely you’d hear more about the content in the Zeitgeist?
Even the Nielsen ones… Guardian Australia for instance has 11.6m Australians reading it. Given that around 19% of the population is under 14, that means more than half of the Australian population over 14 are reading the Guardian online?? Once you consider that there is a significant number of people who don’t use the internet regularly and/or don’t read hard news/commentary online (Australia is not just Surry Hills or Fitzroy) then the proportion of the available audience must be even higher.
Junkee 200k uniques for June 2020
Does anyone else remember Facebook’s young people reach claims that were revealed in Facebook? Yes the ones where many campaigns could reach 140+% of 16-24s in a week?
Yes, yes, I know that is impossible but that was their claim. Turns out it wasn’t Aussie 16-24s. Just left one little word out – such a big difference. I would never use Facebook data in my analysis or PR as a a reliable measure.
And regarding the news rankings, the hoop you have to jump through to be counted is pretty easy. It’s something like a single 1 or 2 second visit in a month. I suppose it represents the reach potential, but as a buyer I just ignore it.
If Facebook is their focus they should be seriously worried then. Their engagements on posts are pitiful. I had a scroll through their latest posts and most are below 50 engagements. A few were up near 500 but that was mostly shareable pop culture stuff, anything of substance has no apparent interest.