- MailOnline — the massively popular online version of the UK's Daily Mail — is utilizing its scale and editorial sentiment to provided successful sponsored content campaigns for advertisers like Comedy Central and BBC.
- Behind the native ads strategy is new North America CEO Jon Steinberg, who joined MailOnline in June after four years with BuzzFeed — an innovator in sponsored content.
- The publisher has some strong selling points: The majority of web traffic comes from direct visits, and advertisers have direct access to the editorial team to create content that fits well within the publication.
Advertisers that have taken advantage of MailOnline's generous traffic are seeing great results, but the content of the publication isn't for everyone. Overall, that's probably a good thing. Advertisers should be picky about where they choose to run sponsored content and choose a publication that fits within their ideals. It can't just be about heavy traffic. What MailOnline has done is create an attractive package for brands that do align with its reputation — and it works.