Connected TVs and Time at Home Help Vevo Flourish

In recent months the network has signed deals with several key distributors and was most recently made available on Comcast39s Xfinity X1 and Xfinity Flex Vevo is also going to the source inking deals with TV manufacturers including Vizio to ensure it is baked into new units Other new partners include streaming services such as XUMO and Redbox as well as thirdparty apps Vewd Foxxum and NetRange which are integrated into some brands of smart TVs These new partnerships build on existing deals with key players including Samsung TV Plus Roku Apple TV Pluto TV Fire TV YouTube Sky Q and Virgin MediaAs more users find Vevo they39re hooked In the US Vevo now attracts about 60 million connected TV users per month and in 2020 its audience grew 37 percent compared to the year before With its programming now reaching twothirds of adults 18 to 49 years old a key advertising demographic Rob Christensen Vevo39s vice president of advanced TV sales and distribution says Vevo is ready to step up its gamequotThis is a big opportunity for us to make sure we39re organizing our distribution and ad market efforts to get music videos back in the living roomquot he saidWhile Vevo users39 choice of devices to watch videos are based on situational factors the network is intent on growing its inhome viewing including viewing on living room TVs That39s where Christensen said families are gathering to find programming and audiences are exploring all the new streaming options on their smart TVs Each time Vevo adds a new distribution partner it sees a bump in usage he saidquotWe were up already 40 year over a year for two years in a row inside the living room and we39re going to blow right past that with the living room being about 30 of our overall viewershipquot he notedquotWe need to ensure our content has a number of different entry points regardless of where fans are watchingquot added ChristensenWith COVID19 concerns Americans have been spending more time at home and seeking familyfriendly positive video entertainment That39s helping drive sampling and coviewing Vevo39s music video library which includes more than 500000 videos offers a safe haven and inspiration Christensen said It showcases music videos from the most popular genres including world premieres of new videosAlthough not fully integrated across all partners right now the next frontier is taking advantage of connected TV39s capabilities Christensen said For example if a viewer is watching Vevo on a smart TV its algorithms can suggest and serve up other content that39s a way to extend time spent viewing benefitting Vevo and its ad partners These goals are to develop a holistic and more intuitive experience for consumersVevo works with each individual distribution partner to refine its service quotIt is important to get a really good handle on audiences39 insights and interestquot Christensen said Armed with that information quotYou can program accordingly review and optimize as you goquot he addedBased on feedback from Pluto TV for instance Vevo launched a 70sthemed channel with videos and live performances and added an 80s channel on XUMO For linear customers Vevo expanded its genres offerings to pop R ampamp B hip hop country and Latinothemed channels quotWe39re innovating by partner rather than just offering them all the same thingquot Christensen saidOn connected TVs Vevo can also lean on its algorithm to suggest other videos and channels that its users might like Christensen calls it addressable programming where technology allows Vevo to deliver relevant content to a platform39s users rather than a singular program schedule as with traditional linear TVWhen programmers create a quotonetoonequot experience to complement TV39s traditional quotonetomanyquot model it deepens the viewers39 engagement and extends their time spent viewing Those are key metrics for advertisers and media buyers So as Vevo looks to grow its revenue and increase its share on media plans Christensen is emphasizing those personalized experiences For brands large and small local to international Vevo39s content holds strong appeal Since last spring its music videos have been comfort food for many consumers and the videos and performances offer escapism and entertainment Vevo showcases the biggest stars currently topping the charts as well as older fan favoritesChristensen concludes quotMusic videos and just the art form of music have proven they can be always on never postponed and never canceled Our content is rocksteady in that wayquotPhoto 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 MediaVillagecomMyersBizNetamp160

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Connected TVs and Time at Home Help Vevo Flourish

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Alli Romano

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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