Independent digital publisher Concrete Playground and place-based and audience experience media company Motio announced a partnership to stream editorial content across Motio’s café network in CBDs and high socio-economic urban areas across Australia.
The digital city guide will produce specific, place-based content for Motio which can be consumed easily on displays in cafés and also give viewers the option to read a longer format on the Concrete Playground website, known for making café, bars, events and travel destinations famous.
Motio acquired oOh!media’s café and venue digital place based networks late in 2022 for $2.35 million. The two networks have more than 450 locations, including cafés in CBDs and key urban locations as well as digital displays in landmark licensed venues nationally.
“The opportunity to distribute our content across a highly relevant format such as Motio Café has provided us with new ways to connect with relevant and engaged audiences," says Rich Fogarty, Founder, Concrete Playground.
"It’s a natural fit for our brand as our brand goes from strength to strength.”
Adam Cadwallader, CEO, Motio, says having Concrete Playground on board as a content partner will mean a lot to audiences.
"Motio already places over 100 pieces of news content across the displays each day from Australian Associated Press a well as video and current affairs channels," he says.
"Concrete Playground will provide additional premium quality lifestyle content, geographically targeted, relevant and current for our audience, enhancing our existing range.
“Others in the space have tried this and fallen short, operators in this space would be wise to respect the audiences and the environment, placing a few select pieces of advertorial that feign editorial content and hoping for the best is a potentially flawed strategy; editorialised content makes these environments and their customers feel valued and connected, its' all about the audience experience.”
Content will begin appearing on Motio displays from today.
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