Upfront & Centre spotlights alignment of editorial and commercial strategies
Mail Metro Media has unveiled plans for audience-first engagement and innovation across its portfolio of news brands, at its flagship annual event, Upfront & Centre.
Taking over the Outernet at London’s Tottenham Court Road, leading figures from the editorial and commercial teams joined the brilliant comedian and compere Katherine Ryan, Olympian Katarina Johnson-Thompson and Tim Lovejoy, host of the recently launched number one podcast Soccer A-Z.
Last night’s agenda laid out Mail Metro Media’s vision for the coming year, including developments in video, podcasts and social media strategies. Following an opening address from chief revenue officer Dominic Williams, where he described “a phenomenal year” and now a chance to supercharge Mail Metro Media’s offering, an editorial session highlighted the variety inherent within Mail Metro Media’s titles.
Discussion ranged from the importance of engagement and maintaining a loyal reader relationship, to shaping more immersive experiences. In an exclusive announcement, Ben Bailey unveiled the upcoming relaunch of the MailOnline app, complete with a fresh new look and host of interactive features including a podcast player and vertical video channel.
The Daily Mail has recently hit four million followers on YouTube and over 17 million on TikTok. This set the stage for another panel to dive into discussing emerging platforms and the future of modern publishing, in a session chaired by Jamie East, head of podcasts, dmg media.
Ryan Uhl, chief brand strategy officer, and Lauren Dick, executive director of media and data, outlined the commercial innovations being implemented to complement editorial evolutions across the portfolio to an audience of over 400 agency and advertising partners.
Uhl focused on the development of premium engaging formats including “Edge to Edge”, a full-width mobile browser ad experience, and the integration of AI language processing to categorise three years of cross-title content.
Meanwhile Lauren Dick talked about the close connection between content and commerce, and successes as an early adopter of TikTok Shop. She stressed the media’s commitment to quality storytelling, while connecting purchase-led campaigns with key audiences.
Following the evening’s lively industry update, which demonstrated that Mail Metro Media is very much “open for business”, guests enjoyed music from global DJ and broadcaster, Goldierocks.
