Daily Mail Australia launches first-ever rolling video wallpaper ad unit
Daily Mail Australia has launched what it claims is the world's first video ad unit that turns static desktop wallpaper ad formats into rolling video, effectively dominating the publisher's site. The impactful ads will be optimised by Moat to minimise lag and will not block content, allaying concerns over the increased use of ad-blockers to switch off disruptive ads. Built in-house, the new ad format will roll out on the paper's US and UK websites shortly, and has received great interest from FMCG, large banks, travel, fashion and entertainment brands, the publisher said.

Daily Mail Australia has launched what it says is a world first video ad unit that turns static desktop wallpaper units into rolling video, allowing an advertiser to dominate a publisher site.

The wallpaper ad format launched several years ago and while the format has been criticised for being garish, it offers brands an opportunity to skin a publisher's site in an impactful way to get a brand message across.

The Daily Mail's new format has taken the wallpaper ad to the next level with what it claims is the first video wallpaper ad. You can check it out here.

Hair removal FMCG brand Nair is the first to adopt the new format, but expect to see a large shipping line ad unit dock at the Daily Mail soon.

The ad format is designed for desktop and tablets but there is a mobile extension. It was built in-house and will roll out to Daily Mail's US and UK websites imminently. It’s suitable for the shoppable content space and is attracting interest from brands in FMCG, large banks, travel, fashion and entertainment, according to The Daily Mail.

“Every single client we’ve shown it to absolutely loves it and are pursuing how it fits in with their marketing plans," says Mason Rook, Daily Mail Australia commercial director.

“Clients are trying to get more impact and move their videos away from the 30-second pre-roll. As everyone moves to a programmatic space, the opportunity to move to something that is really impactful and can get that cut through that brings a brand to life is something we were really passionate about."

Impact vs disruption

Nair’s ad features a large video of a woman running before Nair products appear across a section along the top. There’s no doubt the ad is impactful – it’s hard not to be drawn to a video with constant movement in the background.

But in an era where more people are using adblockers to switch off disruptive ads, being too distracting can easily backfire. Rook says this won’t be an issue because the Daily Mail has a firm policy that it doesn’t run ads over the pages.

“We don’t ever block our content. Advertising works in tandem with the content,” he explains.

Another issue for the ad, at least for those with slow internet connections, is the potential for lag time waiting for the large video files to load. Rook says this shouldn't be a problem because ads would be optimised to minimise lag.

The ads are “100% viewable” on page and all inventory is intergrated with Moat to optimise viewability. But ultimately, adds Mason, the Daily Mail will work with advertisers to determine what their campaign “success looks like”.

“We know this format will be highly viewable because it sits on page the entire time. There will be a happy medium [in determining viewability based on static wallpapers and video],” he says.

“There’s no firm or set way in which we approach clients. We look at what they are trying to achieve and how we can go about delivering that for them. Whether that is on viewability, CPM engagement model, we are open to all of these conversations. We’re more interested in delivering business results rather than selling sponsorships or CPMs.”

The video wallpaper is being priced among the Daily Mail's premium ad units, but the publisher says creative costs can be minimised because it works well with standard TVC assets.

Given the rapid move towards video advertising, does this mean that the static wallpaper is dead?

“No, not at all. I think there is a time and place for all formats. It depends on what the clients are after and what they are trying to achieve,” Rook says.

“This is just another opportunity for brands to engage with their audience, especially ones like ours where the audience is so sticky.”

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