Vevo's Rewind Combines Forward Thinking Innovation with a Throwback Spin

With Rewind Vevo is tapping into growing consumer demand for classics From TV shows to clothing to music videos Americans are turning to their old favorites for comfort and entertainment In fact more than 30 percent of consumers are attracted to video streaming services based on the availability of classic shows they want to watch again according to a study by the What If Media GroupMusic videos evoke strong memories and emotions making it a powerful way to tap into nostalgia noted Jesse Judelman Vevo39s Senior Vice President of Sales Americas quotWhat other types of content can drive or elicit similar emotionsquot he said quotYou39d be really hard pressed to find another onequotAs advertisers increase spending on premium video Vevo is responding with innovative products that leverage the evergreen nature of its video library and its growing viewership While other video publishers combat content with a short life span Vevo39s music video library has an unlimited shelf life and it continues to add new videos as they39re produced That massive library allows more advertisers to come aboard knowing the audience will continue to grow and evolve New viewers will discover music videos from today and yesterday while loyal fans return for morequotRegardless of when our content was created or was seen for the first time it has found a way to continue to live on and be relevantquot Judelman said quotThere39s an incredible scale that comes along with thatquotAlong with the addition of quotRewindquot expected to launch more products in the near future Earlier this year the company introduced quotMoodsquot an ad solution that sorts its music videos by commonly experienced emotions such as heartfelt empowered or impassionedWith the demise of thirdparty cookies context is more important than ever As Vevo looks to attract more ad dollars for its connected TV CTV and digital platforms the company is betting contextual advertising solutions will be a differentiator In the past year Vevo39s inhome viewing has exploded going from making up four percent of its revenue to 50 percentquotWe39re vying for TV dollars for the first time in a significant way and these products help propel that trend further because it adds the emotional connection to this momentumquot Judelman saidThis year Judelman expects that 30 percent of Vevo39s ad business will come from specialized ad products including Moods Rewind and others to be released later this yearLike all of Vevo39s products with Rewind Vevo39s team will work with brands to understand their campaign objectives and creative assets They39ll then use data and contextual targeting to find the best music era genre or artist to find their target audience Judelman said marketers can rest easy that their campaigns will run in brandsafe environments and in the music videos they39ve approvedVevo already knows its viewers have a strong appetite for catalog content The network runs a dedicated 80s channel on Pluto TV which has quickly become one of Vevo39s most popular channels surprising even network executivesquotThat was an 39Aha39 moment for us because it39s incredible that we can cultivate viewership like that by creating this environmentquot Judelman said quotWe39re able to follow audiences and then definitively target media campaigns to be in that environmentquotOne of the biggest requests that Judelman hears from advertisers and media agencies is that they want more creative solutions and Vevo can satisfy that demand Along with targeted campaign placement advertisers could take over a programming block a decade or even a dedicated channel quotThere39s a level of customization here that can complement any campaignquot he saidEntertainment tech and telecommunications advertisers are typically Vevo39s most experimental categories but Judelman expects a wide range of brands could take advantage of Rewind He imagines consumer packaged goods companies could be particularly successful with Rewind by matching products with niche consumer groups that are watching a particular era or genre of music videosquotWe39re in a place right now where this dialogue we39ve had with the industry about where we fit into the zeitgeist and content is so special I don39t see limitationsquot he said quotOur top categories and our top clients are going to jump all over thisquotClick 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 MediaVillagecomMyersBizNetamp160

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Vevo's Rewind Combines Forward Thinking Innovation with a Throwback Spin

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Alli Romano

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