Why brands need music videos
Music videos prove that broad reach and brand safety aren’t mutually exclusive: The hunt for both broad reach and secure, brand-safe environments is nothing new, but in our fragmented media landscape, the search can sometimes feel fruitless. However, there is one glaring anomaly, and it’s been staring you in the face for over a decade, writes Vevo’s Bryon Schafer.
With fewer high-quality brand safe content sets with massive reach available to media buyers, brands are struggling to reach the right people, at the right time – without putting their brand at risk in the process. Marketers are now facing the huge task of figuring out the places and spaces that truly make sense for their brand, as opposed to simply putting themselves anywhere and everywhere and hoping for the best.
Planners and buyers have a strong desire to become less reliant on platforms like Facebook and Google, who dominate budgets with a seemingly limitless amount of commoditised inventory. The demise of targeted, cookie-based advertising has seen a renewed interest in traditional marketing tools, including contextual messaging tied to both time and place. Enter: music videos.
Vevo is a global television network with 1B monthly viewers worldwide, housing the most coveted premium music video catalog of the world’s biggest pop-culture icons.
