Ooh Media launches The Upsider platform after Junkee acquisition

Ooh media has launched its first major content play little more than a year after the acquisition of Junkee Media, using its lobby, lift and cafe-based screens to promote its new site, The Upsider.

The Upsider will focus on food, fashion, lifestyle and travel

Aimed at upwardly mobile professionals, the new platform will be focused on four content verticals including food, fashion, lifestyle and travel and will offer bite-sized pieces of content appearing on screens in lifts and in building lobbies to drive readers to The Upside website where the content will be extended into long form.

Adam Cadwallader, group director of Locate at Ooh, said the deal to acquire Junkee last year opened the opportunity for the network to move beyond ads to a more engaging format he hoped would bring consumers in to The Upside universe.

“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 move comes after Ooh launched the Q-view platform in Qantas lounges and Uni Junkee with Cadwallader saying the new network would launch with exposure to more than 2.7m people.

“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,” he said.

The launch is being overseen by Junkee Media managing editor – custom and native – Lisa Omagari and The Upsider editor Sharnee Rawson, a former contributing editor to Good Food in The Sydney Morning Herald.

Omagari said that one of the challenges for The Upsider would be drawing the audience from the screens in lifts and lobbies across to the longer-form content on people’s mobile devices, while Rawson said the key would be compelling original content.

“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 Ooh has collected through its office and café environments,” Rawson said.

The target audience also opens up a new area for the traditionally Millennial-focused Junkee, with The Upsider aimed at professionals between 25 and 45.

“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,” Junkee publisher Tim Duggan said.


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