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Lessons from Ross Greenwood Instructions unclear: Authorities closing in on AdNews readers TCO cleans up after the cleaners Still a better love story than Twilight: WA police release romantic video for graffiti vigilantes Yahoo7 appoints new sales directors TBWA and Igniting Change launch Small Ways to Shape Our World book Paper Stone Scissors appointed to market Yellow Tail to Chinese consumers The Taboo Group launches floating restaurant Fairfax Media calls on creatives to enter design competition to win a trip to Texas Ten locks in sponsors for 2018 Big Bash League Guardian Australia launches new podcast on child sexual abuse royal commission QMS Media launches new billboard at MCG Wendell Sailor announced as sideline reporter for Australian Spartan Travel Marketing Awards Mumbrella Asia Awards Retail Marketing Summit Sports Marketing Summit Mumbrella Digital School Daily Mail Australia has launched a new advertising format which streams video content from Facebook Live across own assets and third party platforms. The new format allows content made in partnership with brands through Facebook Live to be pushed out across Daily Mail Australia’s assets. Daily Mail Australia launched the new format following a live streaming video partnership with Paypal, which encouraged shoppers to discover new Australian retailers.
The initiative was put together in collaboration with Edelman Australia. Paypal’s Facebook page hosted a live stream ‘Live Selects’ which was viewable on both Facebook live and on Daily Mail Australia’s home page.
Jessica Hunter, Daily Mail Australia’s head of product, marketing and partnerships said of the new format: “Coming up with creative ways to implement live-stream content into a marketing strategy can be challenging, particularly via platforms that sit outside the social space.” Paypal Australia’s marketing director, Elaine Herlihy said she hoped the campaign could set an example of how brands and media publishers can work together to deliver quality content in new ways. Paypal’s Facebook Live post was then integrated across Daily Mail Australia “The Daily Mail was the perfect partner to help us amplify our Shop Off the Beaten Path Christmas campaign this year, and the result speaks for itself.
“With the unique and comedic voice of Matt Okine and the innovative use of Facebook Live, we were able to jointly shine a light on unique Australian merchants and encourage shopping off the beaten path this Christmas. “We hope that through this campaign, PayPal and the Daily Mail have set an example of how brands and media publishers can work together to deliver quality content in innovative ways,” she said.
Ben Naparstek, Edelman’s director of content and digital said the partnership demonstrated new ways to showcase long form content using technology. “This partnership reflects Edelman Australia’s increasing paid media activity, taking earned-centric ideas through the full marketing spectrum. Read more from mumbrella.com.au…
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