Corriere della Sera Brings the Vertical Feed Back Onto Its Own Domain.

150 years

Of Corriere della Sera, and its first owned vertical video feed

70%

Of EU display budget forecast to shift to video

1st

Vertical Video Stories deployment for RCS MediaGroup

Corriere della Sera was already making vertical video. It just was not making any money from it. By bringing Vertical Video Stories onto its own domain with Dailymotion Edge, Italy’s most established newspaper kept the format its audience wants and the inventory its business needs.

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Antonio Ciarletta, Fabio Napoli and Thierry Turco on why vertical video belongs on the publisher’s own properties.

“Adapting to how audiences consume content is not an option. It is a strategic priority.”

Fabio Napoli, Business Digital Director, Corriere della Sera

The challenge

Making vertical video for everyone else’s platform

Corriere della Sera had already solved the hard part. Its newsroom was producing vertical video, and producing it well. The problem was where that video ended up. Every clip went out to TikTok, Instagram and YouTube Shorts, and none of it ever appeared on corriere.it.

That left two things on the table at once. The audience never got a fresher, more modern format in the place they already trusted, and the business gave away every impression the format generated. As Fabio Napoli puts it, users now expect intuitive, fluid experiences on every device, and vertical video is how a 150-year-old title reaches a wider and younger readership.

The strategy

The social experience, on the publisher’s own property

Vertical Video Stories gives Corriere the same scrollable, swipeable experience readers know from social, running inside corriere.it. The distinction is not cosmetic. When the feed sits on the publisher’s own domain, the publisher keeps the data, the feed itself and, above all, the advertising inventory. The feed is also interconnected with the rest of the site. A reader can scroll from clip to clip, then go deeper into the full article behind any of them, which is something no social platform will ever route back to a publisher. The commercial logic follows directly. Brands are already buying vertical creative for their social campaigns. Now the same campaign and the same asset can run on Corriere too, letting advertisers plan social and publisher inventory together and reach two different audiences coherently.

1
A feed on the publisher’s own domain
2
Inventory stays with the publisher
3
Data and audience relationship retained
4
Interconnected with the wider site

5
Cross-planning with social campaigns
6
A format built for a younger readership

"RAY Al transformed our video marketing from hope-based to intelligence-driven. Having explainable Al decisions for stakeholders was game-changing."

John, CMO

The results

Ahead of market benchmarks on every measure that mattered

Corriere now runs a vertical feed on its own properties for the first time in its history, with the inventory, the data and the audience relationship all retained in-house. The timing is deliberate. Estimates across the EU put around 70% of display budget shifting to video, and Dailymotion’s view is that short form captures the majority of it. Deploying VVS now lets Corriere anticipate that shift rather than react to it, with the format already live and sellable when the budgets arrive. For a title marking its 150th year, the framing from the newsroom is worth repeating: this is a strategic change for Corriere and RCS MediaGroup, not simply a new player on a page.

150 years

Of Corriere della Sera, and its first owned vertical video feed

70%

Of EU display budget forecast to shift to video

1st

Vertical Video Stories deployment for RCS MediaGroup

missing

Why this matters for publishers

Corriere’s move is a test case for every publisher that produces vertical video without owning where it lands.

Producing the format is not the same as owning it

A newsroom can be excellent at vertical video and still capture none of its value if every clip is published somewhere else.

Inventory follows the feed

Moving the feed onto your own domain moves the advertising inventory with it. That is the entire commercial argument.

Anticipate the budget shift

With most display spend heading to video and short form taking the largest share, the format needs to be live and sellable before the money moves.

Key Takeaways

Publish vertical where you monetise it
Social distribution builds reach. Owned distribution builds revenue.
Keep the path back to the article
A feed that connects to full articles turns a quick scroll into a deeper read.

Sell social and owned together
The same vertical creative can run in both places, which makes the pitch to advertisers simpler.
Innovate within the tradition
A 150-year-old masthead is an asset in a new format, not an obstacle to it.