Welcome to Inside the Stream, our weekly podcast with Colin Dixon of nScreenMedia where we take listeners inside the world of streaming video.
Music video provider Vevo has seen connected TV ad revenue jump from 4% of total revenue in Q1 ’20 to 40% of total revenue in Q1 ’21, a 10x increase in just a year. Vevo’s VP of West Coast Sales Andrea Zapata joins us this week to discuss the strategic moves Vevo made to increase its distribution and reposition itself to ad buyers as a music television network in the living room, rather than being mobile-first.
Andrea also dives into how Vevo is curating its programming and analyzing viewers’ behaviors to create moods which advertisers can then use for contextual targeting.
Vevo will be participating in our next Connected TV Advertising Summit (virtual) on June 9th and 10th. Registration is free and you can win a Roku TV and smart soundbar.
Many thanks to our inaugural Inside the Stream sponsor Verizon Media. When you have quality connections at scale, you’re truly connected.
Listen to Inside the Stream (28 minutes, 22 seconds)
Music video network Vevo has chosen ad measurement provider iSpot to quantify connected TV audiences and authenticate the incremental reach of advertisers’ campaigns running on Vevo. CTV has been a major source of growth for Vevo with viewership up 30% globally and up 58% in the U.S. in 2020.
Data has become the rocket fuel behind video advertising and an audience-based buying future – helping advertisers boost targeting for higher ROIs, while allowing content providers to propel the value of their inventory and transact more fluidly.
At our recent 9th annual Video Ad Summit, a panel including Natalie Gabathuler-Scully (SVP, Revenue Operations, Vevo), Ben Maughan (VP, Business Development, Product, and Client Services, Advanced Media and Advertising, TiVo), George Musi (EVP of Marketing Sciences, Citi, Publicis OneTeam) and Dan Punt (Senior Managing Director, FTI Consulting) as moderator, dug into the above topics and much more.
In particular, the panelists explored what’s involved in investing in a data strategy, the complexity of audience targeting models (and who does this modeling work), the incremental value of data when used appropriately and key challenges including many proprietary anonymous ID spaces that aren’t interoperable.
Data tends to be an overused word in the video ad business, but the panel demystified where data’s value really lies.
There’s a ton of innovation driving the video industry and video advertising forward. At our recent VideoNuze Online Video Ad Summit, our innovation session focused on areas like voice-activated video search and monetization, mobile/vertical video, optimizing the ad experience, how organizations can build innovative video cultures and much more.
Participating on the session were Corbin de Rubertis (VP of Innovation, Meredith Digital), Henry Embleton (Head of Ad Products and Revenue, Ellation), Kevin McGurn (Chief Sales Officer, Vevo) with Eric John (Deputy Director, Video, IAB) moderating.