Mail Metro Media has revealed a bold new brand and strategy at its annual Upfront & Centre event, opening up more opportunities for advertisers to connect with audiences across content, advertising, commerce and social.
That ambition is backed by a year of growth, the company said. Launched just 12 months ago, its dedicated social publisher, dmg new media, now generates more than three billion views a month, reaching new audiences across platforms and formats.
Mail Metro Media brand refresh
The refreshed identity underlines Mail Metro Media’s evolution as a modern broadcast publisher, connecting brands with audiences wherever they are and around the moments that matter.
Upfront & Centre showcased a new generation of immersive content and advertising products designed to command attention, deepen engagement and bring brands closer to readers:
- Deep Dive – transforms in-depth journalism into immersive digital storytelling, combining reporting, data, graphics and interactivity to keep readers engaged for longer.
- Immersive Native – combines cinematic video, imagery and graphics to create visually rich brand experiences that inspire audiences and showcase products.
- StoryFlow – delivers high-impact advertising through larger display formats designed specifically for mobile.
Hosted by comedian Katherine Ryan at London’s Outernet, the event also highlighted the growing momentum behind Mail Metro Media’s commerce offering.
Shopping content across its portfolio has generated more than four million tracked clicks to retailers, generating over £7 million in tracked sales.
New insight-led content and advertising opportunities, launching soon, will give brands even more ways to place relevant products in front of engaged readers.
The power of strategic partnership was brought to life by Claudine Collins, Chief Client Officer at Mail Metro Media, alongside Alzheimer’s Society’s Alex Hyde-Smith, Chief Marketing Officer, and Charlotte Matier, Associate Director of High Value & Strategic Partnerships.
Discussing the Defeating Dementia campaign, they explored how trust and collaboration can bring complex issues to life, challenge perceptions and engage audiences in new ways.
Dominic Williams, Chief Revenue Officer, Mail Metro Media, said: “Last year, we set out our ambition to become a modern broadcast publisher. Today, we’re delivering on that ambition, building momentum across social, content and partnerships and creating new ways for audiences and advertisers to connect.
“We want our partners to challenge us. Tell us what you want to achieve and together we’ll find the most creative and effective way to deliver it.”
MetroWorks
The event also saw the launch of MetroWorks, a dedicated in-house agency combining insight, strategy, creative, consumer activation and commercial editorial expertise.
At its heart is a new insights tool giving advertising partners instant access to the views of 1,000 city-dwelling commuters, helping brands better understand and connect with Metro’s audience.
Rounding off the announcements, Mail Metro Media’s Head of Podcasts, Jamie East, joined Ross Kemp in conversation. Ahead of Kemp’s appearance on Celebrity Traitors, they discussed the art of holding an audience’s attention and capitalising on major cultural moments.