Vevo Takes Programming and Ads Into the FAST Lane

Coowned by Sony Music Entertainment and Universal Music Group Vevo carries more than 750000 music videos Its channels are distributed on more than 30 apps and streaming platforms worldwide including YouTube Apple TV Roku Samsung TV Plus Fire TV and Pluto TVThe bulk of Vevo39s audience tunes in via connected TV CTV and the company is aggressively growing its linear offerings Vevo viewership data indicates that it reaches 70 million CTV viewers in the US monthly including 11 million African American viewers and 13 million Hispanic viewersTo continue the expansion Vevo is adding new programming and seeking wider distribution accroding to Rob Christensen Vevo39s Senior Vice President of Global Advanced TV Sales and Distribution quotThe FAST world is nascent and we39re looking to grow across markets so that Vevo is truly everywherequot he saidInvite job candidates to apply live during the Media and Advertising Community39s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160When Vevo executives talk about quotlinear channelsquot they aren39t referring to services with a schedule set quarterly that utilize one or two feeds Rather the Vevo linear channels are customized for distribution partners they are curated and will work most specifically for each platform and its audience By gathering streaming users39 IP addresses content providers like Vevo can build channels that appeal to particular audiencesFor Vevo that means niche channels focused on specific decades or music genres including 3970s Country and Pop music quotVevo Pop on one platform can have a different schedule or content blocks than Vevo Pop on another servicequot Christensen explainedWhen Vevo designs channels it looks to its distribution partners for guidance on their audience and demographics Using that input and algorithm data Vevo39s content experts curate the programming lineups per channel For instance a Vevo Pop or Country channel on Roku might feature different music or artists than a Pluto TV offeringViewer interests and preferences also vary by service On Pluto TV the Vevo 3970s channel is a huge hit while Samsung TV viewers flock to its Country and Pop channelsThe number of Vevo channels also varies by streaming partner On Roku for instance Vevo offers 10 linear channels On Vizio39s Watch Free Vevo started with two channels and recently launched five morequotWe tell our partners we can curate a very unique channel maybe even something exclusive to that partnerquot Christensen said quotThat39s the beauty of the techquotAs Vevo grows its distribution and FAST channels the network is also exploring more original programming he addedTo create a better user experience Vevo recently relaunched its ondemand TV app to incorporate an environment similar to live TV The new app features a channel guide that mirrors the linear channels and allows users to easily search by artist or genre It39s already a hit with users Christensen said noting that bounce rates are down and engagement is higher than the previous iterationOn the advertising sales side Vevo is developing new interactive and contextual opportunities with thirdparty partners At the company39s May NewFront presentation Christensen revealed new partnerships with ad tech firms Infillion formerly TripleX and Triple LiftWith TripleLift Vevo has just launched contextually targeted overlay ads which run while users are watching Vevo music videos on their smart TVs The overlay ads offer advertisers the same precise audience targeting that Vevo provides for its digital video buys while complementing Vevo39s unique TV programmingFrom custom channels to new programming to ad tech Christensen believes the future is all about experimentation quotRight now we39re focused on innovating around any and all the technology that is available to usquot he concludedPhoto courtesy of 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 Takes Programming and Ads Into the FAST Lane

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Alli Romano

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