The mobile-first platform, www.theupsider.com.au, follows oOh!’s acquisitions of Executive Channel Network, Inlink and Junkee.
oOh!’s newest platform will feature content about food and drink, arts and entertainment, style and design, and travel and be amplified across more than 4,000 of the company’s digital screens in office and café environments as well as through social channels.
Group Director of LOCATE by oOh! Adam Cadwallader said the latest addition to oOh!’s content platforms – which includes Junkee, UniJunkee, Punkee, Shortpress, AWOL, the cusp, and QView – was a further step in the media company’s strategy to build greater audience engagement.
“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,’ Mr Cadwallader said.
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.”
“The republishing of editorial led content on our assets has proven a great success since we launched the content platform Q-view in Qantas Club Lounges and university focused hijacked.com.au (now rebranded as UniJunkee) in 2014 and small business focused shortpress.com.au.
“This was further realised following our acquisition of Junkee Media which added market leading capabilities in regards to native content engagement in a mobile and social world.
“Our eight content platforms deliver advertisers with a 360-degree offline and online marketing channel to reach specific audiences – which in The Upsider’s case is professionals who are on the way up.”
The Upsider editorial strategy and delivery will be led by Junkee Media’s Managing Editor – Custom and Native, Lisa Omagari and The Upsider’s Editor Sharnee Rawson, previously a restaurant critic, reporter and contributing editor for Good Food (Sydney Morning Herald), delicious and The Courier-Mail.
Ms Rawson said The Upsider is a premium lifestyle title for those ‘on the up’ in their professional and personal lives.
“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 by oOh! has collected through its office and café environments,” she said.
“We know that our audience in these environments are 2.1 times* more likely than the average person to have an income of more than $100,000 pa*.
“Our readers are deeply engaged around food, restaurants and bars, are almost 50 per cent* more likely to travel overseas and believe wearing designer labels improves their image and career prospects.
“Our team will go beyond the headlines to cover the best lifestyle stories of our cities in a way that truly relates to our readers lifestyle and interests.
“We see it as a content platform that will help bridge the gap between their professional and personal lives – such as how to impress through wine selection when dining out with clients or providing a moment of escapism through beautiful travel photo essays.”
Junkee Media Publisher Tim Duggan said The Upsider combined oOh!’s in-depth knowledge of advertising with Junkee Media’s editorial nous and ability to reach online audiences at scale.
“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,” Mr Duggan said.
The Upsider goes live at 1pm on Wednesday, August 16 with Tourism Tasmania the first launch partner.
* Nielsen 2017
Download the press release here.