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The Daily mail Today, a long -shaped video strategy launched around a slate with original series designed to be seen primarily through Youtube App on home -TV apparatus.
The new Global Video Studio is developing about 20 shows, including “Price of Fame”, which looks at how expensive it is to live the life of a celebrity and “your body on sports”, which looks deep at the physiological and medical issues as professional athletes is facing.
“The company basically makes a big investment in video,” Tony Manfred, Posten’s global video manager, told Press Gazette. “This is a hit strategy. We expect these to be large, blockbuster, million-view-an-episode type of things.
“Not everyone will work, but the hope is that we are sitting here next year and we have the beginning of a slate of our shows that we know of work.”
New York-based Manfred joined the post about nine months ago from Business Insider.
The mail has a team of about 12 producers working on the series, led by Patrick Bulger also in New York, the relatively new head of the show at the title.
The mail has about 50 people total work in video. About 20 work with the “social” team (under Head of Social Video Phil Harvey in London) create vertical card form video for platforms that Tiktok.
The work on the “Site” team (under the head of the video Olivia Bateman, also remained in London) that creates video to follow Mail Online’s text -based reporting, said Manfred.
New Youtube -Show will be up to 30 minutes long (against two minutes on TikTok)
“The big Youtube trend that happens over the past 18 months now is the amount of commitment they receive on TV sets. I think Nielsen presents a report every month of the biggest TV broadcasters in the United States, and Youtube is number two behind only Disney, ”said Manfred.
When all US display numbers are combined, for both TV and via apps on the screen, Youtube claims almost 10% of all US TV use. Disney has 11.5%, According to Nielsen.
Most of Posten’s audience on social and third party platforms are now outside the UK.
“We’ve only seen Completely explosive growth on tictok Over the past 18 months, Manfred said. The essay claims 13 million followers on TikTok. “We get more than one billion view per month there. So part of the reason to pour gas on that fire is that it exposes our brand to people who may never have come into contact with a daily postal history otherwise. “
The mail is part of Youtube’s partner sales program and can therefore sell their own advertising inventory on the app.
Each show will be 15 to 30 minutes long, instead of 30 seconds to two minutes that benefit from Tiktok. This allows mail to design the series with sponsors and brand partnership in mind. A 22-minute plus-show has room for a presenting sponsor, Börolle ads and several Midroll ads, Manfred said.
The mail claims it will receive 125 million monthly views on Youtube. “The idea is that these unlock commercial opportunities that would not be available to us otherwise,” Manfred said.
Manfred aims to publish five to ten episodes of his new show per week. It is a much lower cadence than the post’s existing social media video output, which produces ten to 20 short videos per day, he said.
The hectic pace is sustainable just because Posten’s operations are larger than most news rooms.
“The reason I came here (from Business Insider) is that they have all the resources, they have all the things you need to make video really good in scale,” Manfred said.
“They have a huge amount of money. They have the distribution megaphone on a bunch of different platforms. It goes-from-zero-to-60 thing, it is really difficult if you start in a standing start. That is not the case here. In my discussions with them, there are purchases from the people who have the power here, the people at the top were like “this is an opportunity for us and we trust you, and we like your plan and go for it”. So that’s why I came over. “
“As growth in video consumption continues, we have adapted to give our global audience access to the most captivating stories, and now advertisers have access to our premium production features,” said Dominic Williams, Mail Metro Media’s Chief Revenue Officer, in a statement.
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