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Vice team launches youth-focused online ad network Populace

Australia’s competitive online advertising market has seen the arrival of another significant player with the creation of Populace, which is backed by Vice publisher Michael Slonim.   

Populace claims to reach half a million 16 to 29 yr olds with local sites in the network including Sneaker Freaker, Tone Deaf, The Enthusiast and UnseenTV, along with Australian views of global youth sites Hypebeast, Lookbook, Resident Advisor and Chictopia.

Sarah Jane Owen has been appointed Digital Sales Manager for Populace. Owen previously worked at MTV Australia and OMD, is the founder of online boutique Dirty Rich and a Reebok evangelist.

Populace’s launch advertiser list includes Adidas, Panasonic, Lynx, Bonds, Nike, Samsung, VISA, Converse, Mentos and Rockstar Games.

Populace was founded by Vice’s digital media director Remi Carette. He said: “It’s undeniable that a shift to content-focused marketing is taking place, and for this reason we’ve specifically invited publishers to our network who are generating original content. We’re then placed in a position to bring an advertiser’s message to life in an authentic, integrated fashion.”

Slonim said: “We have the people, content and ideas.”

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