21 Mar 2024 | Jack Benjamin

Mail Metro Media announces new video proposition

Mail Metro Media has unveiled a new full-service video proposition called Edits to help brands advertise against vertical video content created for MailOnline.

The offering, which was announced at the publisher’s annual Upfront & Centre Manchester commercial event, is designed to engage MailOnline’s 24m consumers on its website, in the MailOnline app and via social media.

Advertisers can choose from five video treatments, which can be tailored to fit MailOnline’s various category verticals and target audiences. The advertiser can also specify its preferred outcomes (either views or clicks).

Strategic targeting can be further enhanced by Mail Metro Media’s extant ID solution, dmg::ID.

“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,” said Hannah Buitekant, Mail Metro Media’s managing director, digital.

A spokesperson for Mail Metro Media added that Edits will “not only help remove the complexities of the video creation process, but also enable brands to be more reactive and even license assets to use for their own wider marketing purposes.”

Edits is the latest in a string of announcements by Mail Metro Media aimed at expanding its commercial offering into audio and video. At an event in London earlier this year, the publisher announced several new podcasts, pitching them to advertisers as an extension of the Mail‘s established content strategy.

The Mail is the largest publisher on TikTok, with 8.2m followers on its Daily Mail account. Daily Mail Sport today crossed the 1m follower milestone on TikTok. In addition to TikTok, the publisher has over 3m subscribers on YouTube. Now, Mail Metro Media is looking to capitalise on the large video audiences.

Yet, according to Mail Metro Media’s chief revenue officer Dominic Williams, the push into AV content is not commercially driven, but audience-driven.

“It starts with what our audience wants,” Williams said on a recent episode of The Media Leader Podcast. “Our audiences want news, they want content. And over the last 128 years, this business has been evolving and changing and leading the market. And it’s doing that again.

“Whilst they migrate into different platforms […] we’ve listened to what our readers want — and they want podcast, they want video (short-form video, long-form video) as well as the news. So it’s not driven by commercial at all. Yes, we have a commercial arm on the side, but the primary target is what our audiences want.”