Where To Media rebrands as Avid Collective

Paige Murphy
By Paige Murphy | 11 March 2020

Digital publisher Where To Media has rebranded as Avid Collective with a network of titles using short-form video content.

The brands, including Add To Cart Australia, For The Home Australia, Where To Travel, Thriving Planet AU, Best Life Australia and Culture Feed AU, focus on local experiences, travel, home inspiration, shopping, sustainability, wellness and pop culture.

The group publishes more than 1,500 short-form video articles a month.

“Our business has quadrupled in size over the past 12 months and the rebrand reflects our diverse suite of digital brands,” says Avid Collective Managing Director and Co-Founder, Luke Spano.

 “We are focusing on passion points that we know Australian millennials love and we are communicating in a way that is engaging, accessible and unique.

“Brands everywhere are losing the attention war. More than 4 in 10 online Australians are using ad blockers and over half of the population subscribe to a streaming service like Netflix or Spotify, making it harder than ever to reach them. In addition, poor brand integration and a lack of ability to effectively capture audience attention are resulting in less effective advertising than ever before."

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