Vevo Pairing Global Video Artists with Local Advertisers

With so much uncertainty in the entertainment industry music video provides a boundless reach for advertisers Vevo is a modernday music video television network with growing OTT distribution across Samsung TV Roku Apple TV and more Reaching 125M monthly viewers in the US alone it has proven to be the quotmain stagequot for music video allowing advertisers to slide the scales from a nationwide audience all the way down to specific zip codesThis ability to advertise locally is crucial in today39s COVID world says Nick Simonetti Vevo39s director of local advertising salesquotWe39re seeing how important 39local39 is to an advertiser39s ad strategy because the country has really become regionalized with COVID 39What states are open and fully functioning39 39What states have certain guidelines around what types of businesses can open39 It39s really forced advertisers to take a look at where they39re advertising and what the messaging in those areas looks likequotVevo39s VP of West Coast Sales Andrea Zapata recognizes the challenges of 2020 as wellquotThere39s a lot of advertisers who simply can39t place their ad dollars in the traditional places We thought we hit peak fragmentation this time last fall and now we39ve reached an even more extreme levelquotBut with creativity and the ability to adapt Zapata also sees more opportunity than ever for advertisersShe goes on to explain that Vevo is in a unique position as it39s supported by premium content that39s never canceled or postponed Music artists are still promoting their content and they can do it from the comfort of their homes or in smaller studio setsTake for instance Taylor Swift39s latest release Folklore an album created as a result of an isolated COVID world Swift also made a remarkable video quotCardiganquot that Vevo featured in their original Footnotes series Footnotes is a Vevo content series that offers fans additional commentary around some of the most loved and talked about music videos This particular specialedition piece shares exclusive 39Easter eggs39 for fans including details about how the shoot and production crew adhered to socialdistancing guidelinesAnd there39s a lot to be said for advertisers having their brands alongside top artists like Swift However it39s ultimately about results after the videos have aired and Vevo is proving to be a real solution for advertising partnersConsider these snippets from recent Vevo case studiesA twoweek test campaign for a national movie reached over 16M unique viewers including 20 of A1849 in the Los Angeles DMA that were not exposed to the national campaignA threemonth campaign for a financial company reached 14M intarget viewers 191 of all adults 2554 in New York The campaign performed even better in LA hitting 15M intarget viewers 224 of all adults 2554Specific industries such as Automotive and QSR have success using national and local approaches together They keep their brand service and products topofmind nationally but change messaging in other commercials to appeal to certain regions of the country or even a few zip codesFor instance an automaker can remind all markets of its rich heritage and role as an industry leader in innovation Additional messaging can then be seen in strategic locations such as pickup truck spots in Upstate South Carolina and sports car ads in urban California citiesLocal advertising will also play an especially large role during this election season From Bob Dylan to Public Enemy to Kendrick Lamar music has always had a pulse on our nation its youth and political views and frustrations amp8212 and political ads will follow Vevo gets political messages to the target demographic candidates need most as Simonetti explainsquotLet39s talk about the moment we39re in right now For government entities in general amp8212 even nonpolitical amp8212 Vevo is here to help them align with content and messaging that39s different than what they39ll find anywhere else content that really resonates with the audiencequotThis year39s election centers on race and multiculturalism like never before and Vevo is a natural reflection of the culture with its topthree viewing genres being hiphop pop and LatinquotMusic videos stand as protests they stand as celebrationquot says Zapata quotThey bring a voice to underserved communities amp8212 and they have for so long amp8212 that it39s just inherent we wake up every day bringing a very diverse audience but also creating good opportunities for our customers and clients to apply as they likequot Related The Anatomy of a Video Experience A Multicultural Study VevoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Vevo Pairing Global Video Artists with Local Advertisers

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