Daily Mail has launched an innovative video offering featuring a range of premium content and original video franchises set to roll out on YouTube and other major video platforms over the next year. This new initiative will include content reflecting Daily Mail’s award-winning editorial coverage of entertainment, news, sports, true crime, and royals, with episodes ranging from 15 to 30 minutes.
Coinciding with the launch of new premium shows, the publisher is providing advertising partners unprecedented access to its global production and authoritative editorial talent through its “Global Video Studio.” This new commercial offering will enable brands to seamlessly integrate and align themselves with key cultural moments and conversations. The studio will be accessible via global commercial sales teams, leveraging the ‘seriously popular’ editorial video franchises across shows, social media, and shopping platforms, employing a comprehensive 360-degree approach.
Currently, Daily Mail has more than 20 shows in development. These include ‘Price of Fame,’ which examines the surprising costs of celebrity life, ‘Your Body on Sport,’ which delves into the physiology governing professional athletics, and ‘Expert by Decade,’ where individuals who held the same job at different times in history discuss how the profession has evolved. These titles, among others, will launch over the next six months, with the Global Video Studio seamlessly integrating brands in an authentic and engaging way for consumers.
Tony Manfred, Global Head of Video at Daily Mail, stated, “People are obsessed with video, and publishers are extremely well positioned to create and distribute that video across phones, computers, and connected TV, on a global scale. As master storytellers and content creators, with a huge breadth of quality content expertise and capabilities, we are incredibly excited about and committed to becoming the world’s most popular video publisher. We’ve built a team to produce a huge variety of repeatable, identifiable, and premium quality shows, to engage millions of views on YouTube and across our distributed platforms, reaching more valuable audiences than ever before, wherever they’re consuming content.”
The launch builds upon Daily Mail’s successful video strategy to date, as the largest publisher on TikTok with more than 13 million followers and one billion monthly views, in addition to delivering over 125 million monthly views on YouTube. The new premium series aims to amplify the publisher’s current video output and accelerate the pace of both short and long-form video content creation.
Dominic Williams, Chief Revenue Officer at Mail Metro Media, commented, “As growth in video consumption continues, we’ve adapted to give our global audiences access to the most captivating stories, and now advertisers have access to our premium video production capabilities. We’ve already seen huge audience growth across social platforms and have the media ecosystem to support this brand-new proposition, engaging younger and more diverse, as well as existing loyal audiences, with the Daily Mail brand.”
Hannah Buitekant, Managing Director - Digital at Mail Metro Media, added, “At Daily Mail, we excel in crafting captivating content across all formats. From our rich legacy in written words to our cutting-edge audio and video productions, we deliver compelling omnichannel experiences. This expertise allows advertisers to connect with highly relevant and engaged audiences through innovative strategies. Leveraging the esteemed Daily Mail brand and the expansive capabilities of our Global Video Studio, we offer brands seamless and authentic integrations with our authentic editorial content. Distributed across platforms such as YouTube, social video, and on-site vertical video, our solutions open up a 360-degree world of opportunities for advertisers.”
Additionally, Daily Mail will offer premium sponsorships, native integrations, commerce-focused “playlists” with Q&A and live experiences, all delivered with outcomes across a growing video portfolio.
