SCA relaunches #1 entertainment brand Scoopla

Scoopla is Australia’s number one stand-alone entertainment website

Southern Cross Austereo (SCA) has recently relaunched the website for its market-leading entertainment brand

The new site will see Scoopla expand its editorial offering beyond its celebrity and pop culture origins to include new verticals across food, tech and travel – categories that the entertainment platform’s female audience is highly engaged with. Scoopla creates original content daily and by plugging in to SCA’s Hit Network, on-air talent and social assets is able to offer an enhanced entertainment experience for its fans via strengthened editorial, video and audio.

Scoopla is Australia’s number one stand-alone entertainment website. Last month Scoopla had an average of 136,000 daily UBs compared to Yahoo7’s Be with 126,000. Pedestrian was further behind on 88,000, while News Limited’s Daily Telegraph entertainment offering only averages 46,000 (*Nielsen Market Intelligence August 2016).

Head of digital content Chris McWilliams said: “Scoopla’s entertainment offering in Australia is beyond all others in the market – it is dedicated light entertainment for women in Australia. We don’t try to be anything we are not and don’t preach or pander. Scoopla’s brand personality and tone of voice is down to earth and we don’t take our spot in Australian’s newsfeeds for granted. We must provide a qualitative content offering that makes us stand out and grab the audience’s attention. This launch allows us to step up our coverage while continuing to have our fans at the heart of everything we do. It’s fundamental to SCA’s broader digital content strategy.”

The new is an intuitive, mobile-first product, designed to optimise the device reading and sharing experience. With over 136,000 users each day and 5.2m sessions each month, Scoopla is Australia’s most prolific original content entertainment website and also has a significant social fan base with over 450,000 fans.

Head of digital product Chris Johnson said: “The relaunch of Scoopla is an important milestone for SCA’s digital portfolio. We’ve built the new product to deliver a better consumer experience, deeper social integration and much stronger commercial capability. This enables us to offer clients tightly integrated native solutions or high-impact mobile-rich media, all optimised using data and the ability to amplify further across the Hit Network and Vevo.”

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