Vevo Partners With Experian to Enhance Its Ad Targeting in the UK
- evelynswiderski
- Apr 10
- 2 min read
Using Experian’s Mosaic segments, advertisers can target audiences who are watching Vevo on YouTube and FAST services
10 April 2025, London, UK – Vevo, the world’s leading music video network, today announced a new partnership with Experian, the global data and technology company, to strengthen audience targeting capabilities across Vevo’s distribution, including YouTube and FAST (free ad-supported streaming television) services, such as Samsung TV Plus and Rakuten.
Through the partnership, Vevo will utilise Experian’s Mosaic U.K. segments, allowing advertisers to reach specific groups with greater accuracy. Mosaic, Experian’s consumer segmentation framework, groups together audiences by a shared demographic, lifestyle, or behaviour, down to geographic level for campaign targeting. By leveraging these segments, advertisers can create highly personalised and relevant advertising experiences that drive deeper engagement and boost return on investment.
As a recognised player in the evolving TV ecosystem, with membership in Thinkbox, Vevo offers advertisers enormous reach within the U.K. (25 million unique monthly viewers). Vevo’s premium music video library maintains TV-like standards (as per BARB), while delivering complimentary data-driven, addressable audiences, particularly for those lighter viewers of traditional platforms.
“Advertisers on Vevo can already tap into our existing toolbox to maximise their campaign effectiveness. For example, they can contextually target music videos by content-based factors like artist, genre, decade, and mood, but now, we are further enhancing our capabilities within audience attributes and affinities. With Experian, one of the largest data and technology players in the world, we are also able to do so across thousands of locations in the U.K.,” said Rich Brant, senior director, Advanced TV, Strategy & Partnerships, Vevo.
“In today’s video-first landscape, Vevo offers advertisers access to premium inventory to reach highly engaged audiences. Now, with the utilisation of our Mosaic U.K. segments, advertisers can target their audiences with even greater precision, driving more impactful and effective campaign results,” said Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I.
I see similar trends happening even in the gaming world — for example, Escape Road uses data-driven mechanics to adapt level difficulty based on player behavior. Whether it’s music videos or games, personalization is clearly the future of engagement.
You can expect the endless, thrilling run featuring in slope game and arm yourself with sharp reflexes. That will help you conquer the game.
One time I played Block Blast after waking up early and cleared more lines than ever. It felt like my brain was sharper before the day even started.
In the US the advertising market is overheated, fines for data breaches already passed $400 million in 2024, and buyers increasingly feel like ATMs on legs. Businesses are promised a 15%+ boost in CTR, but the reality is that trust is lost faster than it can be built. In Boston I saw a local retail chain lose $250,000 on ineffective placements because the algorithm pushed ads to the wrong audience. Companies juggle data while users become raw material. That’s where transparent DSP solutions like Astrad give a real chance to control traffic buying and see where the money goes. Do you think trust can even be regained if the market keeps treating the audience as a resource instead of as…