Torstar’s Metroland launches DailyWebTV Hamilton
Sponsored video segments offer viewers expert tips and advice - and local reach for advertisers.
Torstar’s Metroland Digital Media Group is expanding its reach with the launch of a second DailyWebTV.com site today, this time for Hamilton, Ont. Targeting the 30-to-40 female demo, the interactive product, which features new web segments daily, first launched for the Halton region in October, and is planning more launches in coming months: Mississauga later this year, and four more across the York region next year.
With a different lifestyle channel for each day of the week – ‘Home and Garden’, ‘Health and Beauty’, ‘Real Estate’, ‘Lifestyle and Leisure’, ‘New Homes’, ‘In the Kitchen’ and ‘In Motion’ – the site allows visitors to browse around the Hamilton biz community online via interview-formatted segments with host Tracy Bezeau, exec produced by Merial Bradley of Discovery Home’s Simply Smashing and HGTV’s Garden Architecture fame.
With all content sponsored, the daily vids featuring tips and expert advice from local businesses in a television programming model also serve as marketing tools for advertisers, Bradley tells MiC, adding that there are multiple integration opps, and daily newspaper The Hamilton Spectator is currently featuring promotional videos on Thespec.com. (Sponsors can also display their segments in showrooms or at trade shows to further engage potential customers.)