Trinity Mirror, the publisher of the Daily Mirror, The People and a host of regional titles, is making a “major investment” in online video as the company looks to transform itself into a media business.
Speaking to The Drum at video advertising company YuMe’s partner day event, Trinity Mirror digital sales director Shaun Jordan, said the publisher’s current offering is “probably the worst example of what you should be doing in the terms of video,” but that its partnership with Stream Foundations, an online video company, will help the company tap into the video content and advertising opportunity.
He said: “The video side is not something we have got on top of it. We were a print business and we need to become a media business; as a result of that we made significant investment over the last 12 months in order to take us on that journey.”
Stream Foundations will assess the type of audience Trinity Mirror is currently engaging with through the minimal video content across its websites, and then advise which types of content it should be curating and producing.
As part of the investment, the publisher has doubled its editorial team in the last year and now produces over 300 digital stories a day, which has seen unique users rise from 24 million to 60 million worldwide.
Jordan says Trinity Mirror now sees itself as a ”mobile first” company, with 55 per cent of traffic coming through mobile devices. He did, however admit that there are still issues to overcome with monetising mobile traffic, focusing primarily on monetising display traffic only.
“We find that although engagement isn’t as great on the desktop as in the app, the performance from an advertising perspective is far greater on the web. That is a challenge for us at the moment.”
Trinity Mirror is also looking at native advertising and has employed a team specifically dedicated to exploring relationships with advertisers where appropriate.