A new pop culture title developed specifically for mobile platforms called Junkee has just launched. Telstra and Rekorderlig Cider are two major brands to back the new venture, adopting its 'native advertising' model.
The youth-focused mobile title has been developed ahead of its tablet and desktop versions, which the release touted as an "Australian media first". It expects 50% of its audience, 18-29 year-olds, to access it on their smartphones in its initial launch phase.
Junkee will use a 'native advertising' model which will see brands' messages "integrated seamlessly yet transparently" into the site's aesthetics and content, according to the release. The model is used by international sites such as Buzzfeed and Gawker. The new site will also feature one high-impact ad per page.
Telstra, Rekorderlig Cider and QT Hotel are the launch advertisers, with another soon to be announced.
It has been created by Sydney-based agency Sound Alliance which created similar youth sites such as In The Mix and FasterLouder. Junkee will cover topics such as television, music, film, opinion and style.
The agency's chief executive Sound Alliance Neil Ackland said in a
statement it had "flipped the traditional approach to web
publishing on its head" by launching with a mobile site. He also argued it would move online advertising in a "different direction".
"This is a profound shift in user behaviour, which will
only accelerate, so we are fully embracing the change in our product
design, content and advertising model," he said. "Online advertising generally has become commoditised and
cluttered and has done a poor job of delivering a strong branding
message. Junkee is a product that moves us in a different direction."
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