Vevo Highlights Ad Opportunities, New and Returning Series
While all of NewFront Week is about selling ad opportunities to potential sponsors, the Vevo NewFront was so ad-focused that it was actually refreshing. Forget pre-rolls or post-rolls. Thanks to a partnership with in-video advertising company Mirriad, sponsors can insert ad posters or billboards into actual music videos. The results – shown in in Aloe Blacc’s video “The Man” – are convincing.
“This is one ad that will never be skipped,” said Danielle Lee, Vevo’s vice president of commercial marketing.
The big news from Vevo was that it’s creating tentpole events around its “certified” designation. On Vevo, a video is certified when it gets 100 million views. In the two years the designation has existed, over 275 videos and 100 artists have been certified. This fall, Vevo will host a “Certified Live” concert in Los Angeles that combines 2 certified stars and 3,000 superfans.
The excitement about a song becoming certified, explained Luke Kallis, Vevo’s senior vice president of national sales, is in the run-up, when fans work to put a favorite song over the top. With that in mind, Vevo is partnering with Twitter on a program called “Certified Count-Ups,” where videos will be embedded in targeted tweets.
Vevo announced the return of several successful online video series, such as “Live on Letterman” (which should do especially well during David Letterman’s final year on air) and “Lyric Lines,” in which the host tries to pick up a stranger by quoting song lyrics. Vevo also welcomed seven new series, including “Stylized,” a fashion series co-produced by Vevo and Milk Studios, and “Get the Look,” a fashion series co-produced by Vevo and Rachel Zoe’s The Zoe Report. Throughout the night, Vevo announced multiple brand partnerships, including some from AT&T and Fuse.
“Music is at the heart of who we are and is an integral part of everything we do,” said Rio Caraeff, Vevo’s president and CEO. And, judging by the event, brand integrations aren’t far behind.
The event included performances by Mary Lambert and A Great Big World.
Rio Caraeff, Vevo’s president and CEO
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