Vevo Showcases Cultural Survey, Credit Karma Reveals Its Big "Score" at Advertising Week

Hillary McPadden Vevo39s Senior Director West Coast Ad Sales took the audience through highlights of the study which involved a US sample base of people aged 13 to 54 She explained that the term quotcultural alignmentquot refers to such factors as personal identity nationality ethnicity and language Unsurprisingly the study confirmed that audiences are driven to content that most reflects themselves and advertisers that heed the need to address that interest greatly benefitThe study also showedMusic videos are beloved among streamers In fact 64 of all video sessions involve playing music videos ahead of sports 62 gaming 56 news 54 reality 47 and drama 43Music is likely the single most important driver for culture While that may be commonly believed the study put a number on it 79 of respondents agreed that music videos play an important role in cultureAmong the respondents 71 of Black Americans 64 of Hispanics and 64 of Asian Americans all responded that it is important to watch content that speaks to them specificallyA reallife case study relating to the impact of cultural relevance was provided by Michael Goodbody Vice President of Marketing ampamp Growth for Credit Karma He explained that Credit Karma which is best known for its free credit report product is very much a performance marketer It39s hyperfocused on ROIHowever when the company decided to create and market a new product Credit Karma Money it recognized that a completely new approach was necessary to build awareness and trust around the launchquotWe needed to market to people when they were actually paying attentionquot Goodbody explained quotWith performance campaigns it39s almost preferable to reach people when they can be distracted like when watching a rerun of Friends It39s the opposite when you are looking for considerationquotTo reach people when they would consider the new product Credit Karma sponsored Vevo39s quotOfficial Live Performancesquot original series with artists like Billie Eilish creating bespoke content quotI39ve been blown away by the resultsquot Goodbody said According to their tracking consideration was up two to three times that of every other channel including TV radio and Facebook quotWe are generally happy when we see a 5 lift and we saw a 10 liftquot Goodbody noted quotI went in with a theory and it is very validating to see it prove outquotClick 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

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Vevo Showcases Cultural Survey, Credit Karma Reveals Its Big "Score" at Advertising Week

Author

Publish date

Channel

Archived in

Jeff Minsky

We Are the Outliers - By Jack Myers

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Vevo Showcases Cultural Survey, Credit Karma Reveals Its Big "Score" at Advertising Week

Enjoying This Commentary? There's More to Love

Jeff Minsky

Stay in the know with more from MediaVillage

TAGS:

We Are the Outliers - By Jack Myers

Cookies