Vevo Partners With TripleLift to Launch Dynamic Overlay Ads for Its Linear-Programmed TV Channels
- Sep 14, 2022
- 2 min read
With FAST viewing on the rise, brands can leverage Vevo’s overlay ads for brand-building and contextual targeting against expertly curated music video programming on connected TVs
NEW YORK, NY (September 14, 2022) – Vevo, the world’s leading music video network, today announced it has partnered with TripleLift, one of the largest advertising technology platforms in the world, to launch dynamic overlay ads, specifically for Vevo’s linear-programmed TV channels.
Powered by TripleLift’s In-Show technology, which is integrated by video infrastructure platform Zype, Vevo’s overlay ads are delivered within contextually relevant content. While executed at scale, they offer the same precise audience targeting that Vevo offers for its digital video buys, while complementing Vevo’s unique programming on connected TVs (CTV).
“As digital and TV converge, Vevo is offering brands more advertising opportunities on the biggest screen in the home, that were once only available on digital. Innovating our ad product portfolio not only aligns with our growth in CTV distribution, but also our advertisers’ demand for our premium inventory,” said Natalie Gabathuler-Scully, senior vice president, global revenue and distribution operations, Vevo. “Additionally, we’re not disrupting the consumer viewing experience, especially in a lean-back environment like linear – all while still delivering powerful results for brands that invest in Vevo.”
Vevo’s linear channels are accessible on popular FAST (free ad-supported TV) platforms and services, such as Local Now, Pluto TV, Samsung TV Plus, The Roku Channel, Vizio, and Xumo. Each channel is curated according to genre (such as Vevo Pop), decade (such as Vevo 90s), or event (such as Vevo Holiday).
“As video consumption habits evolve and time spent across all devices remains on the rise, it is increasingly important for advertising solutions to reflect these changes. TripleLift’s In-Show ad formats make it easy for brands to engage the right audience at the right time,” said Michael Shields, general manager, connected TV, TripleLift. “By bringing new ad experiences to Vevo’s audience, we’re showing what the future of brand-supported TV will look like: better for audiences, programmers and marketers.”
This partnership makes a lot of sense given how FAST and CTV viewing habits are evolving, especially as audiences increasingly engage with digital-first platforms like Cool Games Free. Dynamic overlay ads feel like a smart middle ground—brands still get strong targeting and scale, but without interrupting the lean-back viewing experience that linear channels depend on.
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