Daily Mail Australia integrates live streaming through new advertising format
Daily Mail Australia has launched a new advertising format which streams video content from Facebook Live across own assets and third party platforms.
The new format allows content made in partnership with brands through Facebook Live to be pushed out across Daily Mail Australia’s assets.
Daily Mail Australia launched the new format following a live streaming video partnership with Paypal, which encouraged shoppers to discover new Australian retailers.
The initiative was put together in collaboration with Edelman Australia.
Paypal’s Facebook page hosted a live stream ‘Live Selects’ which was viewable on both Facebook live and on Daily Mail Australia’s home page.
Jessica Hunter, Daily Mail Australia’s head of product, marketing and partnerships said of the new format: “Coming up with creative ways to implement live-stream content into a marketing strategy can be challenging, particularly via platforms that sit outside the social space.”
Paypal Australia’s marketing director, Elaine Herlihy said she hoped the campaign could set an example of how brands and media publishers can work together to deliver quality content in new ways.
“The Daily Mail was the perfect partner to help us amplify our Shop Off the Beaten Path Christmas campaign this year, and the result speaks for itself.
“With the unique and comedic voice of Matt Okine and the innovative use of Facebook Live, we were able to jointly shine a light on unique Australian merchants and encourage shopping off the beaten path this Christmas.
“We hope that through this campaign, PayPal and the Daily Mail have set an example of how brands and media publishers can work together to deliver quality content in innovative ways,” she said.
Ben Naparstek, Edelman’s director of content and digital said the partnership demonstrated new ways to showcase long form content using technology.
“This partnership reflects Edelman Australia’s increasing paid media activity, taking earned-centric ideas through the full marketing spectrum. As brands accelerate their focus on storytelling to gain traction, commercial partnerships with media companies are an exciting opportunity,” Naparstek said.
Nice work Dailymail, PayPal and Edelman
Awesome concept
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Very interesting!
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I wonder what the live feeds will be of, other than the advertisement described above? Will it be the Mail’s seemingly consistent message that whites are good and brown people are 2nd class?
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I actually have never seen this message perpetuated – and would be horrified to find that’s true.
Do you have examples? I would prefer to reserve judgement until I see it for myself!
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Quote:
“..commercial partnerships with media companies are an exciting opportunity,” Naparstek said.
WTF – so this guy’s realised that advertising is important? FFS
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