Telegraph launches new digital ad format

Telegraph Media Group (TMG) says it has launched Digital Hero, a new high-impact creative advertising product that leverages the publisher’s 30 years of digital storytelling and user journey expertise to help brands extend the reach of their existing marketing assets.

Many advertisers have a wealth of powerful images, videos and behind-the-scenes stories that showcase their history, craftsmanship and products. Digital Hero enables these images and stories to reach new audiences through TMG’s proven commercial content experiences which include longforms, storybooks, shoppable units, polls and quizzes, added the publisher.

Launch partner, Graff, a British luxury jeweller, utilises Digital Hero to exhibit its Tilda’s Bow collection through motion imagery. The campaign was negotiated by the7stars, Graff’s newly appointed UK media agency and will run until May.

Karen Eccles, chief commercial officer at TMG said: “Digital Hero combines the key elements at which we excel – intelligent storytelling, high-impact creative and quality audience attention. It bridges the gap between standard display and the highly visual stories advertisers communicate on their own platforms. It is the perfect addition to our suite of digital solutions, marrying the best creative assets and high-attention formats with intelligent targeting to deliver transparent measurable results.”

Patrick Dolan, activation director at the7stars said: “As a new client, Graff was seeking a content-first approach to its media strategy, and TMG’s Digital Hero provided the ideal platform to spotlight Graff’s timeless elegance in a richer, more engaging digital experience. This market-first campaign marks the beginning of a vibrant journey where sophistication meets innovation.”