Observed Signal · Sep 10, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Publisher Video Strategy Market: Daily Mail Launches New Media Video Unit Targeting 33% Ad Revenue
The Daily Mail U.S. is launching a new video division called New Media, focusing on creator-led social video franchises using in-house editorial talent. The model, imported from the U.K., has grown to over 100 staff and averages 300,000 views per video. Social video currently accounts for about 20% of the publisher's direct advertising revenue, a figure expected to exceed 33% by 2027. The unit aims to boost engagement and ad revenue by leveraging the publisher's editorial expertise in social video formats.
Relevant for publishers and AdTech as it highlights a major publisher's strategic shift to social video, indicating revenue diversification and increased demand for social video inventory.
Key Takeaways & Evidence Grounding
- Daily Mail U.S. is launching a video division called New Media.
- New Media features creator-led social video franchises using in-house editorial talent.
- The U.K. model has grown to over 100 staff and averages 300,000 views per video.
- Social video currently represents roughly 20% of direct advertising revenue.
- Company expects social video to exceed 33% of direct ad revenue by 2027.
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