Mail Metro Media has teamed up with video commerce solution Firework to launch vertical video infrastructure across its digital portfolio
The vertical video technology suite launched on desktop versions of both MailOnline and Metro websites over the last two weeks, with functionality enabling it to be moved up or down the homepage depending on content appetite, availability and breaking news across all channels.
Since release and following last week’s Oscars ceremony, MailOnline gained over 8 million video views in the UK alone, with the top performing story within that coverage being Rhianna’s flawless performance, garnering view through rates of 76%.
This new vertical video format allows its commercial team to cross-promote with made for social teasers and content, enabling brands to seamlessly integrate their social, UGC and shoppable commerce content into the leading breaking news carousels.
Lauren Dick, executive director of media & data services at Mail Metro Media said; “We are constantly seeking and developing new ways for our audiences to engage with us.
“We’re excited to now bring them even better video experiences from our experts on all subjects, whilst creating innovative new opportunities for our 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.”
Commercial opportunities for the new vertical video commerce executions include single slide ads, bespoke video with brand integration and promotion, plus entire carousel takeovers which can combine bespoke videos with interstitial ads.