Ooh Media plans to use Junkee Media content on its outdoor screens
Ooh Media plans to start using Junkee Media content across its digital billboards as it looks to create more compelling content for its screens and “give something back” to audiences.
On Friday Ooh surprised many by announcing it had paid $11m to acquire 85% of Junkee Media, which specialises in targeting millennials through sites such as Junkeee, inthemix, FasterLouder and native content platforms AWOL and The Cusp, valuing the business at $15m.
Cook told Mumbrella it was the culmination of the digital content strategy Ooh embarked upon two years ago with the acquisition of Q-view, Hijacked.com.au and Shortpress.com.au.
“Over two years ago we identified Junkee and the outstanding sets of people who could help us if our business models proved right,” Cook said.
“It was time for us to to say how do we get the extra creative talent that we need. We are a location-based media and you cannot just have lots of screens giving advertising, you have to give something back.”
Brendon Cook CEO Ooh Media at Mumbrella 360 2014.
He said that since it had acquired Hijacked the company had learned a lot about the role of content and acquiring commercial audiences in the out of home space.
“We are going to create some new concepts,” he said. “Junkee are very strong in that millennial space and and that is their core, but they have the capability to extend beyond that.
“In the last 12 months they have done a tremendous job fine tuning social and curating their content. They are experts with mobile first and 5-second content.
“We see our medium as an extension of that creative, 5-seconds and soundless.”
He said the combination of Ooh and Junkee was a partnership that surprised many.
“People don’t quite get it,” he said. “But we know we are leading the industry in this thinking.”
