MailOnline has announced that its successful branded video offering, launched in February, has expanded to include mobile devices.
The website, which is the biggest English-language news website in the world and attracted 243 million unique visitors last month, guarantees advertisers prime real estate in the famous ‘sidebar’ or right-hand rail of the site.
It offers 1.5 million views of over 10 seconds for each video across all devices, for £0.06 a view, or £90k, including video production, and allows advertisers to retain ownership of the video for use on their own channels. Branded video advertisers so far have included M&S, Iceland and P&O Cruises.
The videos autoplay in full view on desktop or mobile browser and the unit can be clicked to expand or lead back to a landing page of the brand’s choosing.
The launch follows an increase in the number of videos distributed by MailOnline, which generates over 40 million global video views a day.
The site’s mobile audience is also on the rise, reaching an astounding 132m unique visitors in March – 70% of all UK traffic.
MailOnline also has the highest mobile dwell time compared to all other UK news brands.
Matthew Breen, MailOnline’s newly appointed Director of Branded Video at Mail Advertising, said: “We’ve seen tremendous growth in our mobile traffic in the last three months alone. The number of unique visitors accessing MailOnline through a mobile device is up 20% from this time last year, so this next step makes total sense.
“We believe the cross-platform video player will only increase views and intent-to-purchase rates, and we’ve delivered some phenomenal results for our launch partners.”
P&O Cruises Vice President, Marketing, Christopher Edgington said: “The number of people engaging with video content on their mobile is increasing each day.
“For P&O Cruises, it is the perfect opportunity to showcase our ships, destinations and the whole guest experience. Visual content allows people to really connect with an idea – to picture themselves relaxing with friends or family. So much of everyone’s attention is devoted to their mobile these days; branded video is a superb way of placing their dream holiday in the palm of their hand.”
Andy Thompson, Head of Social Communications at Iceland added: “At Iceland, we’re constantly looking to try new ways of growing our audience and product awareness. Video content enables businesses to get their message across quickly and in a compelling way.
“Partnering with the Mail Advertising team to create content also means we can benefit from their audience expertise – they know what type of content their readers respond to and what attracts the most clicks.”
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