Vevo's NewFront Event Celebrates Music, Diversity and New Opportunities for Brands

The Big Message With 20 adsupported genre music video channels reaching viewers through 35 smart TV products and content bundles Vevo is unquestionably the music video source for viewers and sponsors alike quotWe39re your solution for scale with star powerquot said Kevin McGurn pictured at top the organization39s President of Sales and Distribution quotMedia buyers can gain reach and intelligence in an unprecedented mix of diverse audiencesquotHosts Divided among a group of Vevo executives opening and closing with McGurnWhat Worked Delivering the presentation in bitesize understandable segments all introduced with music videos and loaded with factoid graphics displayed behind each speakerWhat Also Worked A number of prepresentation elements starting with a history of music videos on TV flashed on one of the Sony Hall stairway walls To show off Vevo39s quotThe Home of Music Televisionquot tag line a clever video sequence presenting rooms of a house each with a TV set tuned to Vevo in the center rotated in the manner of a Ferris wheel Neat display especially when munching on appetizers attendees selected from their seats or at the bar in the back of the room My faves crab cakes and baked macaroni and cheese squaresWhat Didn39t Work Few words about how advertisers accomplish success with campaigns which make substantial use of Vevo A segment with a sponsor or agency executive speaking inperson or on tape about specific campaigns and the results achieved sales lifttarget audience increasesocial outreach performance would have done the trickBonus Point J Balvin39s charismatic performance with the audience on their feet all the way Balvin got his biggest charttopping hits in off the bat including quotMi Gentequot and his cover of the chacha title song from the 1994 movie I Like It Like That still a crowdpleaser after all these years He also did a sneak preview of new single quotClick Click Flashquot The animated graphics behind him were stunningData Points More than 900000 videos are in Vevo39s content house with 15 music video debuts per week on its 20 channels Average tunein time 30 minutesplus Sixtyfive million people watch Vevo through their smart TVs and 10 million people watched Grammy Awardsrelated programming on Vevo while the ceremony aired live on CBS this past February About 90 percent of Vevo39s audience is under age 55 and 75 percent of the Gen Z crowd watch at least one Vevorunning music video every weekNews Vevo will dive into original short and longform programming waters with On Site a new contentmaking studio producing material for individual sponsors and brands Several concepts already are under consideration with advertisers including live performances brandsponsored dayparts with VJ hosts artist interviews and storytelling sequences Coming soon Vevo Features a 247 channel devoted to holiday and cultural commemorations from Black History Month to Pride Month July 4th and Halloween Samsung TV Plus will become the exclusive home to a trio of new Vevo channels this summer or autumn Alt ampamp Indie Dance ampamp Electronic and 2010s Philo is the latest multichannel bundle to affiliate with Vevo and look for more smart productbundle distribution agreements later this year Off camera look for the release of Vevo Intelligence a suite of datadriven tools created to leverage audience and viewership behavior with brand campaign performance for producing customized media opportunitiesParting WordsquotMusic videos have come back to the biggest screen around amp8230 the TVquot Kevin McGurn Vevo Sales and Distribution PresidentquotViewers are demanding and deserve content that mirrors their culture Diversity is important to our DNA Diversity is the majority audience and advertisers must shift to reach this multicultural audiencequot Vevo Vice President of Inclusive Network Sales Rob VelezquotWith the increasing availability of premium content and the scale of distribution free adsupported channels are the only growing sector of TV viewership now and for the foreseeable futurequot Rob Christensen Vevo Senior Vice President US Sales and Global DistributionClick 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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Vevo's NewFront Event Celebrates Music, Diversity and New Opportunities for Brands

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Simon Applebaum

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Vevo's NewFront Event Celebrates Music, Diversity and New Opportunities for Brands

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