Daily Mail to focus on ‘absolute monster’ Snapchat to target younger audience


Steinberg and Bell on stage at the newfronts in New York

The Daily Mail has singled out Snapchat as its social media partner of choice as it looks to engage with younger readers.

The British publisher used its first presentation at the Digital Newfronts in New York to tout the success of its partnership with Snapchat in reaching the younger 18-24-year-old audience.

Jon Steinberg CEO of the Daily Mail US told a room full of 30-something media buyer: “Our number two focus after our own owned and operated property is Snapchat. Why is Snapchat important? Because it is so big and so important and you guys don’t know that because you are all too old to be on it.”

The presentation comes just days after the social platform enabled sharing of articles by users.

Snapchat Discover launched in January

Snapchat Discover launched in January

Snapchat also lifted the lid on the price of a 10 second video ad, telling clients it would charge 2 cents per view to access consumers. The announcement at this stage is only available in the US but is likely to be rolled out to other countries.

Steinberg told the room that as one of the foundation partners in Snapchat’s Discover program, which launched in January, they had a strong insight into the power of Snapchat through the 5-6 staff they had creating content for it.

“Let me assure you it is an absolute monster,” he said. “45 per cent of the audience aged 18-24 are on it, it is where young people are going to share their content and with the introduction of Snapchat discover where young people are going to get their news and entertainment.

“We were invited onto this platform several months ago, we now publish several editions a day of our own content custom formatted for Discover.”

Nick Bell who heads content for Snapchat told the audience: “We think that editors are far better at determining what is important than likes, clicks and shares.

“We wanted to create and build audiences and ensure that they were coming back day after day and keep coming back and which was based around mobile. I think we have achieved that.”

The new changes to sharing still allow users to draw, text and write in the same way they traditionally have but the Daily Mail claimed it was also seeing strong brand engagement on ads on the platform with the likes of TMobile and Macy’s already using it.

“They are seeing more than 50 per cent who are choosing to watch that ad – they can swipe at any time – but the creative is key and they are choosing to watch the ads,” said Bell.

“When that content is on screen whether its editorial or advertising it has the user’s full attention.”

While Snapchat’s 10 second video ads are available for sale immediately in the US it is not yet clear when the product will be available globally, with Bell conceding on stage that he had not originally planned to make the two cent per view announcement today.

“I think will be looked upon as one of the great (digital) advertising products, up there with Google Adwords, Facebook sponsored, TrueView this the next iteration of advertising,” said Steinberg.

Nic Christensen in New York 

The Daily Mail’s sister website Elite Daily did a video hangout with Mumbrella last week.

Declaration: The Daily Mail’s Australian partner Mi9 has been advertising on this website.


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