Vevo promises better brand engagement and launches demographic report


Vevo’s new CEO Erik Huggers, the man who helped the BBC create its iPlayer, says he wants the music video streaming service to deepen its engagement with brands.

“Today literally is the first day in the job,” Huggers told a room full of US media buyers at its Newfront event in New York, just hours after new of his appointment was leaked.

Huggers’ appearance came at the end of the presentation in which the service announced a new music fan report to give advertisers insights into what music is popular and where the best opportunities for brand engagement are across different demographics.

While the report will at first be American only, Mumbrella understands that Vevo’s Australian partner Authentic Entertainment will look to emulate it with a local version in the near future. 

The company was also keen to tout its engagement with music fans.

“We now have 11 billion video views per month,” said Jonathan Carson, Vevo’s chief revenue officer. “We have become the number one music video platform and the number one Youtube partner every month.”

On the new Vevo Music Fan Report he said: “This is a marketer’s dream. 85 per cent of music fans use Vevo to relax, 86 per cent of fans use our music to celebrate life’s special moments.

“This report gives a window to that.”

Vevo’s US operations also confirmed that they would be launching a branded content program called Vevo Be, similar to the one already operating in Australia.

Nic Christensen in New York

Declaration: Vevo’s Australian partner Authentic Entertainment is sponsoring Mumbrella’s coverage of the Newfronts.


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