Community Content Platform Goes Live at More Than 50 Universities Connecting Online and DOOH Media
AUSTRALIA — oOh! Media, Australia’s largest out-of-home media company has launched Hijacked, a new community content platform that enables university student to discuss news, views and pop culture on campus, at home, or even when they are out and about. Hijacked bridges user-generated online content with oOh! Media’s Study Network, a digital out-of-home network that provides brands with a education-based platform to connect with the hard to reach 18 – 24 demographic.
Written by students for students, Hijacked is a user-generated community content platform that includes politics, entertainment, arts, culture, technology and sport. In addition, Hijacked publishes event listings, exclusive student deals and an entirely student focused “My Future” section to help prepare students for life in the real world.
oOh! Chief Executive Officer, Brendon Cook, said: “Allowing users to “hijack” the conversation was the key to creating unprecedented engagement, both on and off campus. As there was nothing like it in the market, we set about developing a website for students by students, which gives them a place to publish their content to a national platform and amplify it through our expanding network of digital signage on campus,” Mr Cook said.
“Two-thirds of our digital billboards on-screen content will come from the most popular articles on Hijacked, which gives student contributors a way to share their content among an even wider audience. With more than 100 digital screens in universities and plans to substantially increase this, we are delivering content that’s directly relevant to students in places where they spend most of their time,” added Mr. Cook.
Hijacked is operated by an independent editorial team, led by Managing Editor, Lisa Omagari, who most recently was an editor of street press title The Brag, and backed by an editorial team of writers and editors who also work with campus-specific student publications. Former News Corp. Australia senior marketer Danika Houghton also joins the Hijacked team as Marketing and Partnerships Manager. The online community has already gained tremendous support from university partners, students and Australian companies including founding partner Telstra and Australian retailer, Officeworks.
“Our commercial partners see Hijacked as an innovative channel that enables the student community to connect and share content on a national platform. “It is being recognized by brands as a way to build a more personal connection with the hard to reach university audience. In Telstra, we have a founding partner who can help us further develop in relation to content and technology,” said Mr Cook.
“The Hijacked platform demonstrates the increasingly vital role technology is playing in education and connectivity. It delivers a central spot for students from around Australia to come together, share their thoughts and gain useful and relevant information from their peers. We’re thrilled to partner with oOh! and work together towards creating a brilliant connected future for uni students across the country,” said Alister Park, General Manager, Niche Segment Marketing, Telstra.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media