Somos Vevo Connects Brands and Local Latin Audiences

Vevo has been developing a relationship with Hispanic American audiences since its inception The music video network has 33M monthly Hispanic American viewers across its platforms and understands how its content can enable brands to connect with this audience in authentic ways This is where Somos Vevo comes in allowing brands to create longlasting connections alongside Vevoamp8217s Latin music contentVevo39s Senior Director of Multicultural Sales Rob Velez knows that the secret to authentically connecting with Hispanic American audiences is to think of them in just that way as audiences plural quotThis is not a monolithquot he says quotWhen you look at the US you see where Hispanic American residents live throughout the country and you39re going to find that the demographics within each DMA differ by a lotquotThe top DMAs in the country have a population of 48 percent of Hispanic Americans in the 1834 demo and not all DMAs are the same The cultural differences of a Mexican American woman in Los Angeles are not the same as that of a Puerto Rican woman in New York Somos Vevo serves them both by running preroll ads that can be targeted to their location whether that39s a broader DMA or their zip codeThis local approach is a big part of Somos Vevo39s value to advertisers allowing brands to deliver their messaging to markets that have large Hispanic American audiencesquotBecause we offer a such a robust lineup of artists that come from different countries we can then start to dissect and say 39Which artists are going to make sense for this brand and in which specific DMA to make sure that they are getting to that target audience39quot Velez explainsThis results in an audienceled strategy Consumers are choosing the content and the brand is meeting them there quotAudiences will always consume content that speaks to them in an authentic wayquot Velez says quotIt39s fascinating actually because when you look at the artists themselves they39re creating this content not just musically but also the video itself The sight sound and motion of the music video becomes a blank canvas for the artists to really express themselves in their most authentic way and also represent their unique culturequotVelez points out that many of the Latin artists on Vevo will shoot their videos on location in for example South America giving Hispanic Americans a powerful authentic connection to the art quotThe song is great but then when you actually pan through the video you39re seeing places that perhaps you came from or your parents came from where you visited and it gives you this emotional connection that you can39t get just through audioquot he saysThese audiences are more and more connecting with Latin artists through the biggest screen of their home The TV Connected TV usage on Vevo soared in the last year with 11 million Hispanic Americans counting themselves as CTV viewers and so CTV is another key element of the Somos Vevo strategyVevo has its own linear channels in addition to partnerships with Samsung TV Pluto TV Roku Apple TV Amazon Fire Amazon39s Echo Show Xumo Comcast and Vizio A full 50 percent of Vevo39s ad business now comes from CTVquotA music video on Vevo can reach more 1849 Hispanic Americans than a Spanishlanguage TV showquot Velez says quotIt truly is a modernday TV network We are reaching well over 11 million viewers on a monthly basis and really have become the No 1 destination for bilingual Hispanics seeking that fresh premium culturally relevant contentquotWhile Velez touts Vevo39s ability to reach Hispanic audiences the past year and a half has seen a shift towards multicultural marketing in general quotIt39s interestingquot he reflects quotbecause this past year and a half we39ve seen greater demand from the advertising community to want to partner with us to reach all of our audiences across all of our multicultural extensionsquotJust as Hispanic audiences are not a monolith categories like race sexuality and gender are no longer considered by advertisers to exist in vacuums Their consumers can be Black and Hispanic AfroLatino and gay or find themselves at any number of multicultural intersections and find exactly what they39re looking for on the service quotWe continue to learn and figure out creative ways to have a brand meet the consumer at that intersectionalityquot Velez concludes Somos Vevo is one of those waysPhoto of Camila Cabelo provided by VevoClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Somos Vevo Connects Brands and Local Latin Audiences

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Oriana Schwindt

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