This Tuesday, OMD UK welcomed Trinity Mirror to Minerva House for a morning of discussion around the publisher’s latest initiatives and their thoughts on new media opportunities. We enjoyed sessions on the Modal Britain initiative, media innovation and even a live editor’s meeting right in our boardroom!
Piers North, Head of Strategy at Trinity Mirror, hosted a great session on Digital Acceleration. Our Digital Director Natalie Lock was lucky enough to be there – here’s what she had to say about it:
Steering through Digital Acceleration, hosted by Piers North delivered a snapshot of the Trinity Mirror’s digital goals for 2015. Piers recognised that a brand such as Trinity Mirror faces a serious (post-Leveson) perception challenge. When you couple that with the challenges of brand safety and viewability, you realise how steep a climb some media owners have on their hands to compete in the new digital age.
Although the session demonstrated a real desire to change and innovate, Piers outlined a big ambition “to chase the Mail on scale”. It was interesting to find out the Daily Mail achieving almost 50% better page engagement than the Mirror at the moment. With tech start-ups all over town using the phrase “come for the tool, stay for the network”, it was a little surprising that more was not made of excellent content features from Trinity Mirror such as ampp3d. Ampp3d is the engaging and innovative tool that can bring new audiences into the network – and once they are in, the will stay for the range of content on the 130+ sites in the Trinity Mirror network.
Their willingness to be ‘open for business’ was clearly felt. Embracing programmatic solutions, openness to a news-providers’ private network and a commitment to building market leading content solutions means that Trinity Mirror should now become a much more exciting and collaborative prospect for planners across media agencies.