Chappell Roan - HOT TO GO! (Official Music Video)
Throughout this series, we’ve highlighted changes in the CTV and digital video landscape, what it means to really understand audiences and reach them effectively, and how brands can execute advertising efforts that result in authentic connections.
But what actually happens when you do those things with the right partner? One with the right outlook and the right scale? One that checks all the boxes, from brand safety to incremental reach and access to audiences across the globe? You guessed it – results.
Take a leading telecommunications brand, for instance, which sponsored key pop culture moments on Vevo to achieve a 15+ point increase in brand favorability and a 12+ point boost in purchase intent. Or an iconic alcohol brand that leveraged artist partnerships on Vevo to reach and engage the 21+ demographic, outpacing industry norms with 11x the online searches and website visits. An online travel brand leveraging cultural moments to maximize reach among key audiences, like Hispanic Americans and Gen Z – resulting in a 30+ point lift in brand consideration and an incremental audience of 9 million consumers (adding a +75% lift to their TV campaign on Hispanic networks).
With a thorough understanding of audiences and the capabilities to reach these audiences and drive outcomes through key performance KPIs, Vevo delivers what’s possible. And while the proof is in the numbers, the meaning behind them is changing – and marketers need partners like us to continue to innovate in support of continuous transformation.
Fragmentation in the media landscape has generated a myriad of complexities when it comes to understanding the performance of these advertising efforts – making critical reach and measurement conversations incredibly intricate. But it doesn’t have to be so complicated.
Reach and measurement – behind the numbers
Gone are the days when reach was defined by a singular channel. As traditional and digital environments continue to converge, so do audiences – across platforms, channels, and screens. And while tech players and marketers alike aim to innovate ways to reach audiences across these mediums, Vevo’s diverse audiences are unmatched in the industry when it comes to scale and unique viewership.
We reach the largest community of media consumers and find the common denominator across all demographics – a major passion point that reflects moments in pop culture and one we own exclusively at scale – music videos. And we’re continuing to expand our adtech offerings across the globe to help brands drive incremental reach with these audiences.
In order to drive your business forward, every media dollar has to work harder and more accurately than ever before. All investments must be flexible and optimized to maximize effectiveness while maintaining the ultimate goal of supplementing consumer experiences with advertising efforts that add value to their lives.
Working with Vevo means confidence in your investments beyond broad viewership expectations. It means reaching people who are deeply invested in the content they’re watching because they’re watching their favorite artists. That’s what real engagement looks like.
Hitting the Right Notes
Vevo is the world’s leading global music video network, with an extensive library of 900,000+ music videos – available across YouTube, the Vevo TV app, and our portfolio of live FAST channels.
Our content offering features global superstars and emerging talent from across the world – from Tyla to Chappell Roan, to J Balvin, Sabrina Carpenter, Post Malone, and Ice Spice. We have a unique and intimate understanding of the global consumer audience, and a passionate commitment to bringing communities together through music video content – and our clients are reaping the benefits when it comes to reaching and engaging audiences to drive full-funnel outcomes.
From cultural shifts to technological innovations, the pace of transformation within our industry and the world at large is unprecedented – and we must continue to proactively embrace it. But throughout it all, what hasn’t seemed to change is what happens when people watch music.
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