Ten moves in on millennials with new site

Josh McDonnell
By Josh McDonnell | 14 May 2018
ten daily team L to R: Sandra Sully, Lisa Wilkinson, Melinda Cornford, Liz Baldwin

Network Ten has launched a new website aimed at millennials that brings Australians the latest in news, entertainment, lifestyle, food, opinion and sport content.

The standalone website, Ten Daily, has a strong focus on short-form video, drawing on the resources of Network Ten.

Ten has already secured a launch partner in Fusion Health and a sponsorship deal with American Express, in which the latter will sponsor 'breakky wraps'. These will be short, daily wraps, of the top news stories of the day.

Network Ten GM digital Liz Baldwin tells AdNews that the focus on short-form video would act as the differenciator in the busy online news space, as the network looks to corner the 18-39 age demographic.

"We think we are carving out quite a different space for ourselves, I agree that it is a busy market but what we are trying to do is aim to be different in terms of target group as well. We are targeting 18-39 and we've done a lot of research into what is appealing to that market," Baldwin says.

The launch of Ten Daily highlights Network Ten’s ongoing commitment to expanding its digital media business.

Commercially, the business will leverage existing partnerships, native content teams and client management technologies to bolster the Ten Daily site Baldwin says.

"Through our content integration team, we've launched Ten Stories, which is its editorially driven native offering. We will certainly be able to support that on Ten Daily," she says.

"It will have native offerings throughout the site, whether that is through articles or videos. Ten is using a platform called ShareThrough to power that for us, to make sure we can deliver on the campaign goals that the clients are signing up for."

Baldwin says the network will continue to push the Ten Daily site through social media, allocating some of its marketing budget towards sponsored posts, however, it will mainly rely on on air TV support from other programs to generate interest.

"From a social perspective we will be on Twitter, Facebook and Instagram from launch. And we will be doing boosted posts and putting some spend behind that. That said, we really have this massive megaphone of Ten, so we will be utilising on air as much as we can to support Ten Daily," she says.

“We have to be mobile first because we've been designed for consuming content on the go. The site design means we needed the capacity for quick rendering, fast video and that we are also ensuring that people, when they are on the go, know how long a story might take to read," she adds, highlighting the 'read time' feature present on news stories.

Editorial contributors to Ten Daily include Lisa Wilkinson, Sandra Sully, Waleed Aly, Joe Hildebrand, Hugh Riminton, Sarah Harris and Angela Bishop.

Wilkinson and Sully will also take on the roles of executive editor and managing news editor respectively – plus managing editor Melinda Cornford has also joined the team.

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