Mail columnist Piers Morgan suggests digital advertisers should put their cash ‘where the eyes are’

Posted on: Monday 17 October 2016

The Mail Brands’ Digital Upfront event today at the Ham Yard Hotel in London’s Piccadilly Circus saw columnists Katie Hopkins and Piers Morgan go head-to-head in lively debate, alongside the IAB UK’s Chief Operating Officer Jon Mew. 

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“When you’re asking yourself where to put your cash, ask yourself where you put your eyes,” Morgan told those present, before adding: “That’s the appeal for us as writers; you’re on this platform that everyone’s reading.”

Pointing out that the ‘fusion’ between the Mail Brands and Twitter can be ‘incredibly powerful’ when driving traffic, he added: “About 35 to 40% of my column views come in from Twitter … It’s very intoxicating. The numbers are extraordinary. I’ve had columns viewed by 2m people.”

Meanwhile, Hopkins said that she particularly enjoyed the immediacy of being able to have an opinion and post a column just two hours later.

“And I expect most of you go to the Mail Online site most days,” she said.

When conversation inevitably turned to Brexit, Hopkins was quick to point out that - perhaps unlike the advertising industry - “The Daily Mail got it right”.

“I think it’s just the will of the people being heard,” she said.

“The Mail doesn’t try to be worthy for the sake of it,” added Morgan. “It just bangs out what people are interested in. It’s all human life, in 1600 stories a day … People are fed up with conventional politics and the establishment… And Trump, too, is … divisive, offensive, straight-talking. He resonates with people used to robotic politicians.”

“The website is far less politically motivated than the paper,” he added. “Really it’s about putting it out there and letting people make their own minds up.”

Hopkins also likened the Mail Online – which attracts some 7 million unique visitors a day – to “an addiction” for many people in the UK.

And, again referring to the potential for advertisers on the Mail Brands’ platforms, Morgan pointed out that the size of the audience could lead to some very granular targeting for advertisers.

The parallels between the reputations of Trump and The Mail in the UK were evident when he added: “Love him or hate him Trump has a powerful brand.”

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