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.

Live Selects with Matt Okine

Matt Okine nailed his Xmas shopping in 60 minutes, live from Bondi Markets. Shop his picks here:

Posted by PayPal on Saturday, 2 December 2017

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.

Paypal’s Facebook Live post was then integrated across Daily Mail Australia

“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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.