oOh! drives its digital strategy

oOh! Media is re-launching its Hijacked digital content platform as Uni Junkee as it continues its strategy to engage audiences and deliver an integrated online and offline presence for advertisers to reach their audiences.

The outdoor media giant is diversifying strongly into digital having based its business on print, digital revenues from outdoor signage will soon eclipse print. Hijacked is another non-print route to market.

Brendan Cook, CEO, oOh! Media says, “Three years ago we launched Hijacked that set us on a strategic direction placing content and audience connection as the key differentiator to our digital strategy and one that has delivered huge value for entire oOh! business.

“Hijacked has successfully been growing its university audiences through the publishing of entertaining and informative content about issues affecting students. We now see it as a natural step to take the pioneering work Hijacked did with University students and put it into the Junkee stable.

“This will not only enable us to elevate the University offering by drawing on Junkee’s expertise in creating content designed specifically to engage hard to reach audiences, but create a new touch point for the Junkee brand among younger audiences as they enter tertiary education.”

[Related: APN and oOh! merger cancelled]

Under the guidance of managing editor, Lisa Omagari, and editor, Lauren Piggott, the platform has continued to drive increased readership, which over the past year has been further accelerated as they have benefited from Junkee’s expertise in youth publishing.

In the last month, Hijacked achieved its strongest result on record with more than 195,000 sessions, 133,000 users and 228,000 page views.

Neil Ackland, CEO, Junkee Media says, “Hijacked was a real trail blazer in using online and Out Of Home to target audiences and build a community through combining two powerful mediums. Like Hijacked, Uni Junkee will provide content through a student lens.

“We recently announced new areas of Junkee based around interests like Music, Video and Politics, and we will be adding student specific content from Uni Junkee that we know the audience will love. The need for content to live both on and off platform in this age is paramount. Uni Junkee will also be amplified to 1.3 million students across 106 campuses nationally on Locate by oOh!’s Study network, and through social channels for Uni Junkee and other Junkee titles.”

Hijacked, created by oOh! Media in 2014 to provide a platform for advertisers to connect with the hard to reach University students, amplified the online content written by students for students across oOh!’s digital screens on University Campuses across the country.

The re-launched platform will go live on July 17.

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