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Vevo unveils decade-based music video ad targeting

Music video network Vevo has announced a contextual ad targeting product that allows brands and agencies to target buying on the platform with the most popular videos of past decades.

Vevo Rewind uses Vevo’s data-backed content recommendations to connect its advertising with music fans on the top music videos of a certain decade, genre and country.

The launch comes off the back of Vevo releasing Vevo Moods earlier this year, another contextual ad targeting product that groups music videos by specific sentiment for more emotional congruence between a campaign and its surrounding content.

Vevo Decade Views Chart

Vevo managing director Australia & New Zealand, Steven Sos, told Mumbrella music remains key and a “truly evergreen” pillar of content for marketers.

“Marketers have always anchored their media and communications plans with four key pillars of content.  Namely, sport, scripted drama, news and music.

“Amongst those pillars, music is a clear standout when it comes to being truly evergreen whilst also being able to cume significant audiences.  The numbers speak for themselves with over 125 million views of official artist videos from the 80s and over 200 million views of those from the 90s in Australia last year.

“Vevo Rewind simply surfaces the key music videos driving those significant numbers in a contextually relevant way for marketers.”

Vevo Rewind aims to tap into fond memories of the past, and into research (from What If Media Group) that shows that returning to old content on streaming services is a common trait across generations.

For instance, brands can target older millennials and Gen X consumers across the fifty most-watched 90s pop music videos, or look to reach older generations across the top 80s rock music videos.

“Music videos give advertisers, brands and campaigns the ability to tap into the visceral timestamps that specific artists and particular videos invariably represent to us all from each and every stage of our lives,” Sos told Mumbrella.

“They evoke strong emotions and thereby equally strong engagement.

“The power of positive association that music delivers is underscored by the very fact that music itself has always been a huge component and ingredient in the creative ideation process of the most successful advertising campaigns worldwide.”

Vevo Rewind content is inclusive of chart-topping music videos between 1970 and 2018, ranked according to their lifetime view and current weekly view count.

It is now available across the Vevo network in Australia, Canada, Mexico, the United Kingdom, and the United States

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