Mail Metro Media has partnered with Firework to launch a vertical video infrastructure across its digital portfolio. It claims to be the first European news publisher to do so.
The video technology suite debuted this month on the MailOnline and Metro desktop and mobile websites. It allows users to move up or down the homepage based on the content they want, while enabling brands to integrate their social, UGC and shoppable commerce content into leading breaking news carousels.
Commercial opportunities include single slide ads, bespoke video with brand integration and promotion, and carousel takeovers that can combine bespoke videos with interstitial ads, Mail Metro Media says.
The goal is to develop “new ways for our audiences to engage with us,” states Lauren Dick, executive director of media & data services at Mail Metro Media.
In addition, the firm can its advertising partners “not just to promote their video assets, but to offer seamless shopping functionality from these assets, at the very heart of the news our audience loves to engage with every single day,” Dick continues.
Mail Metro Media serves over 25 million Facebook and Instagram followers, 15 million Snap subscribers and over 4.5 million TikTok followers.