Daily Mail publisher introduces new social-first video ads

DMG Media manages the video production process to ensure the ads can stand alone as independent content pieces.

DMG Media is set to launch a new social-first video advertising product called Edits.

Edits offers advertisers the chance to target the Daily Mail’s expanding audience on platforms such as TikTok, YouTube and Facebook, as well as on its own platforms like Metro and Mail Online.

Edits explained. Edits was designed to simplify the video production process and decrease entry costs for advertisers. The product assures marketers that their ads will reach their target audience through DMG Media’s combination of organic video placements on its platforms and paid distribution.

How it works. During an initial consultation with DMG Media, advertisers can select from a menu of five customizable video formats tailored to different industries. Once the setup is agreed upon, Edits videos will be produced by DMG Media and could be live within as little as two weeks. DMG Media will then use its customer ID solution, dmg::ID, to serve ads to high-value consumers on platforms like Facebook and TikTok, based on their interests.

Although DMG Media creates Edits videos on behalf of advertisers, the media giant hopes that each video will be strong enough to stand alone as an independent piece of editorial content.

Why we care. By handing over the video production process to DMG Media, Edits capitalizes on the media giant’s deep understanding of its audience, which could result in more effective content and engagement for this specific consumer demographic. However, as Edits is a brand new product, we’re yet to see what results it’s really capable of achieving.

What DMG Media is saying. Mail Metro Media chief revenue officer Dominic Williams told Press Gazette:

• “With a long heritage in creating seriously popular content, editorially and commercially, we know how to produce engaging stories that make people and brands famous.”
• “We’re incredibly excited to now be offering a full 360 approach to video, offering exciting new video formats that ensure we can guarantee outcomes for our clients.”