Daily Mail launches first Australian consumer TV ad, targets more exclusive content
The Daily Mail Australia has created its first consumer TV ad as it looks to build on a successful first year in the local market which has seen it rise to be the fifth most-visited news site in the county.
A new ad created by agency Yolo, to be shown on joint-venture partner Nine Entertainment Co’s channels Nine, Gem and Go, shows a woman so engrossed in reading the site on a bus she rides it all day, with a variety of strangers reading it over her shoulder.
https://www.youtube.com/watch?v=ojXP2weSctc&feature=youtu.be
The site launched its entertainment new ‘right rail’ last January, progressing onto other news in May. In that time it has grown from a unique audience of 1.316m in November 2013 to 2.519m last November.
Editor Luke McIlveen told Mumbrella they had held back from consumer marketing initially as they bedded in the new team, adding “if you look at most successful news websites around the world they don’t need a massive launch”, pointing to the sharability of the content as a factor in its growth. McIlveen said it had been a “positive” first year for the site, with audiences increasingly engaging with news content as well as the entertainment section.
McIlveen
Of the work he has been most proud of McIlveen pointed to the site’s coverage of the disappearance of flight MH17 last July, just over a month after the news section of the site went live, adding: “It was very early in our existence in terms of news coverage, and we had to take a lead on that with teams on the ground given the Australian angle.
“It was the first time we’d provided coverage for the US and UK sites,” he added, pointing to December’s siege in Martin Place, which saw a surge in visits to news websites, as another example of that.
“All of those stories, as well as things like the Phil Hughes tragedy, were ones where people were able to look at the Mail and think there’s serious news coverage going on here,” he said. “I think and hope people are looking beyond the traditional right rail and see the big stories in Australia being covered thoroughly, and in depth.”
But he said in the next year he wanted his team to break more exclusive news stories locally, with those they have broken this year proving among the most read pieces, adding he wanted to bring “a little more news breaking experience to my team”.
The site has an editorial staff, including developers, photographers and journalists, of “around 50”
Of the much-publicised stoush with News Corp title The Australian over allegations of stealing copy McIlveen said they had deliberately chosen “not to engage” with editorial attacks, but was adamant they had not changed their approach in the wake of it.
He said: “Hopefully for the sake of their own health and blood pressure they’ve calmed down now. My only priority is to bring a distinctly Australian flavour to an already successful brand.
“How others react to that is not my concern.”
Alex Hayes
Cringeworthy
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So nine is marketing both its own 9news site and the Daily Mail site on its TV channels? Confusing….
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Looks like they’ve even lifted this ad from the Daily Telegraph’s ad.
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Good on them they’ll be number one soon.
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So they’re saying that you can waste a whole day flicking through their content…
great “news”
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Ad looks great. They really are giving the others a run for their money.
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It’s easy to give other news organisation a ‘run for their money’ when you don’t spend any on original content. Seriously – take a look at how many of their news stories contain the words “the ABC/News Corp/Fairfax reported”. At least now they are crediting their sources, but it’s still not journalism.
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