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MailOnline and Metro launch innovative vertical video commerce with Firework

Mail Metro Media has teamed up with Firework to become the first European news publisher to launch vertical video infrastructure across its digital portfolio.

The vertical video technology suite launched on MailOnline’s and Metro’s desktop and mobile websites in March, with functionality enabling it to be moved up or down the homepage depending on readers’ content appetite, availability, and breaking news across all channels…

Since its release and following this year’s Oscar’s ceremony, MailOnline gained over 8 million video views in the UK alone, with the top-performing story within that coverage being Rhianna’s performance, which amassed view-through rates of 76%.

Mail Metro Media say that the format will allow their commercial team to cross-promote with made-for-social teasers and content that enables brands to seamlessly integrate their social, UGC and shoppable commerce content into the leading breaking news carousels.

Lauren Dick, Executive Director of Media & Data Services at Mail Metro Media said; As the leading publisher for engagement and attention-grabbing video, we are constantly seeking and developing new ways for our audiences to engage with us. We’re excited to now bring them even better video experiences from our experts on all subjects, whilst creating innovative new opportunities for our advertising partners – not just to promote their video assets, but to offer seamless shopping functionality from these assets, at the very heart of the news our audience loves to engage with every single day.”

Emily Brewer, VP Global Publishing for Firework said; MailOnline and Metro represent the best in Firework’s vertical video deployment, both from an editorial and a commerce monetisation perspective. The video experience was built to drive high audience engagement and bring cutting-edge advertising opportunities to MailOnline’s and Metro’s partners. The key is to blend upper-funnel entertainment, inspiration, and news with a consumer’s desire to frictionlessly make purchases when their interest is piqued. We could not be more excited about what the future of this partnership will bring to content consumers and shoppers alike.”

Commercial opportunities for the new vertical video commerce executions include single slide ads, bespoke video with brand integration and promotion, plus entire carousel takeovers which can combine bespoke videos with interstitial ads.