Through Vevo’s new prime media rotational product, brands and agencies can contextually target their buys to align with the music videos that defined past decades.
NEW YORK (May 18, 2021) - Vevo, the world’s leading music video network, has launched a new contextual ad targeting product, called Vevo Rewind. Through Vevo’s data-backed content recommendations, Vevo Rewind allows brands to place their campaign alongside the top Vevo music videos of a particular decade, from the 1970s through the 2010s, in addition to targeting a specific genre or country.
Vevo Rewind follows the success of ‘Moods’ launched earlier this year, a contextual ad targeting product, which groups music videos by specific sentiment for more emotional congruence between a campaign and its surrounding content. In a similar fashion, Vevo Rewind offers advertisers the top music videos of a certain decade, genre and country, in order to connect with music fans when they relive the biggest, most iconic music videos that transcend time.
Tapping into fond memories of the past is a particularly invaluable marketing tactic for engaging with a wide range of demographics, including older Millennials and Gen X consumers, which often return to their favorite music videos from years prior. For example, to reach Millennials and Gen Xers, a brand can run its ads within the 50 most watched 90s Hip Hop music videos, including those from Wu-Tang Clan, TLC, The Fugees and Tupac. Or, for older generations, brands can target the top 80s pop music videos, such as those by Whitney Houston, Michael Jackson, Lionel Richie and Pat Benatar.
Associating brand messaging with positive references from the early 2000s, 90s, 80s, and 70s also helps brands to forge meaningful connections between the past and present. Research from What If Media Group confirms that more than 30% of consumers are driven to a streaming service by the ability to re-watch old favorites than they are with access to fresh content.
“The consumer demand for feel-good, throwback content is high and evident by the successes of TV shows, like Stranger Things, Fuller House, and Gilmore Girls. Vevo is seeing a similar viewership trend within our catalog. From the videos that defined our childhood to the ones with futuristic set designs, slick choreography, and unforgettable fashion, audiences cannot get enough of content that evokes nostalgia,” said Jesse Judelman, senior vice president of sales, Americas, Vevo. “In fact, the creation of Vevo Rewind coincides with the strong performance of our decade-specific channels on linear television. Our Vevo 80s channel on Pluto TV, for example, is one of our most watched linear channels today. These throwback videos continue to lead the charts and still consistently drive millions of lifetime views on Vevo and across our network.”
Vevo Rewind is available within the Vevo network, including on-demand and linear TV channels (like Vevo 80s), in Australia, Canada, Mexico, the United Kingdom, and the United States. Rewind content is inclusive of chart-topping music videos from 1970 – 2018 (copyright year) ranked according to their total lifetime view and current weekly view count.