Mail Metro Media unveiled its new full-service video proposition at its annual Upfront & Centre Manchester commercial event. Leveraging its newsbrands’ storytelling expertise and inhouse social video editorial teams, EDITS will create and deliver engaging vertical video stories, with guaranteed outcomes for advertising partners, the publisher says.
The bespoke-to-client video offering has been designed to engage the 24 million consumers of MailOnline’s content – on site, in app, as well as on social media, added Mail Metro Media. Advertisers can choose from five video treatments that can be tailored to a wide range of category verticals, specify their preferred outcome (views or clicks) and define their target audience. Mail Metro Media’s ID solution, dmg::ID, will then be used to influence strategic audience targeting across all its platforms inclusive of META and TikTok, continued the publisher.
With consumer demand for video storytelling growing, Mail Metro Media says EDITS aims to help remove the complexities of the video creation process, and enable brands to be more reactive and license assets to use for their own wider marketing purposes.
Hannah Buitekant, managing director – digital, Mail Metro Media says: “Being one of the largest news websites in the world, publishing over 1,500 articles a day, we are recognised as masters in storytelling. In the last year, our innovative approach to content creation has seen us reach new audiences and has achieved us the top spot as the no.1 news publisher on TikTok. We created EDITS to give clients and agencies access to our expert content creators with production, audiences using dmg::ID and performance measurement delivered in one easy-to-buy package.”
Dominic Williams, chief revenue officer, Mail Metro Media says: “With a long heritage in creating seriously popular content, editorially and commercially, we know how to produce engaging stories that make people and brands famous. We’re incredibly excited to now be offering a full 360 approach to video, offering exciting new video formats that ensure we can guarantee outcomes for our clients.”
Mail Metro Media says over 100 advertising agency and client contacts attended Upfront & Centre at Firefly in Manchester, where they heard further updates from its commercial and editorial teams. dmg media’s head of podcasts, Jamie East led a panel discussion with Metro’s Editor-in-Chief, Deborah Arthurs, MailOnline’s Director of Video, Lisa Snell and Head of Social Video, Phil Harvey. Guests were also entertained by a fire-side chat with TV presenter and host of new showbiz podcast, The Sidebar, Richard Arnold, as well as DJ set from Goldierocks.
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