Media & Entertainment9 December - JanuaryNew CTV audience habits include our audiences co-viewing together on TVs at parties and family events. The data shows Vevo’s CTV viewers are less likely to be “channel flippers” and more inclined to lean back and spend significantly more time tuned into music videos without changing the dial.People love watching their favorite content via FAST (free ad-supported TV) platforms. What this has meant to our business, like so many others, is that our CTV ad inventory has skyrocketed.We and our media counterparts have been pleasantly surprised to see audiences stick with their FAST content through commercial breaks. In our case, viewers are willing to watch a few (contextually relevant) ads in order to get to their next beloved music video, proving the value of a strong artist-to-fan connection.Original Content Built for the FAST LaneAs the single largest distributed FAST network in the world, our music videos are our programs, with primetime level reach across generations, genres, and cultures, every single day. We reach mass audiences at scale, while also catering to more niche groups, serving them the content that matters to them.This is achieved through careful collaboration with several hundreds of artists annually to create original content for our slate of franchise series: Vevo Official Live Performances, LIFT, DSCVR, CTRL and more.Each original content series captures artists at different stages of their careers – like DSCVR, which features the world’s newest emerging talent. Artists like Billie Eilish and Sam Smith were first covered in this program. Another example is our series Ctrl, which highlights the hottest Hip-Hop artists at various stages of their careers, and its sister series, ROUNDS, which focuses on the growing European scene. LIFT covers up-and-coming artists who are just about to break into the mainstream, providing them with bespoke performances in distinct settings.Vevo Official Live Performance is our flagship original series, showcasing unique live performances from the biggest stars today. With record-breaking performances from Ariana Grande, captivating performances from Justin Bieber and a host of other artists, each year brings a new slate of Official Live Performances that launched on the Vevo network.Of course, across each unique original programming series, brands can take part through sponsorship.A More Diverse FutureAs the population increasingly diversifies, the term “multicultural marketing” is not enough. Instead, marketers need to ask themselves: “Is my marketing strategy inclusive of all identities?”Vevo’s programming is. Vevo offers the most diverse content set, reaching the most diverse audience. Vevo reaches 24 million Black American viewers, and an additional 31 million Hispanic viewers – every single month.In 2022, we also launched API Amplified, featuring Asian American and Pacific Islander artists and catering to an entirely new subset of viewers. Back in 2021, we introduced Afro Pulse, with a specific focus to surround and elevate Black artists.In all of these instances, Vevo’s value extends far beyond the traditional, endemic networks, providing viewers with a constant stream of celebration and cultural pride. As a result, our programming experience connects brands with valuable, loyal viewers, placing each brand’s message within content that our audience not only has turned on but is deeply engaged with.More Programming Innovation to ComeLooking ahead, we have plenty of programming innovation planned.We’ll be enhancing the viewing experience on CTV with more long-form content, in addition to some never-before-seen live performances and full-length concert features.Also, all this CTV talk is not to say that our audiences do not continue to consume our content across a range of screens, because they do. This means we’ll continue to grow our presence on other emerging platforms, and when a brand aligns with Vevo, they can set up a campaign that extends to target hard-to-reach audiences across devices and platforms.Moving forward, we’ll be carefully crafting compelling content experiences that blur the lines between programming and advertising – giving brands opportunities to show up alongside the most culturally relevant artists permeating the zeitgeist across screens. Vevo offers the most diverse content set, reaching the most diverse audience
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