Nic Jones, Senior Vice-President, International at online music video service VEVO, on current usage stats, syndication strategies, and the work VEVO is doing with brands to create special programming for its viewers.
VEVO has been hailed for delivering a shot in to the arm of the music video industry. What are your current usage figures looking like?
Yes, it’s been quite a ride since we launched globally in December 2009 and in the UK last year! VEVO has grown from strength to strength in the UK over the past 18 months.
We are the country’s #1 Music platform, #2 in Entertainment and rank #4 in overall video viewers with nearly 10 million unique viewers each month, according to comScore’s data for August 2012.
That figure does not include our mobile platform, which is our fastest growing, or our connected TV apps like for Xbox. Globally, our mobile and tablet apps deliver 500 million views each month and have been downloaded over 19 million times.
These usage figures are extremely gratifying as they justify our original premise that high definition music video programming will draw large engaged global audiences, which is valuable to brand marketers at a premium price point. We continue to expand our platform globally – I hope to provide more details on our plans at the OTTtv World Summit conference in London this November.
What is proving to be the most effective way of monetizing these viewers?
People are very emotional and passionate about music. By standing by our commitment to provide high quality music programming to our viewers in an uncluttered environment, we can and have built large audiences. This is hugely attractive to brand marketers and in fact more than 150 brands have advertised with VEVO in the UK since April 2011.
VEVO is also working closely with the brands to create special programming. Brands don’t want to simply put their logo on a piece of content- they want to create programming that represents their brand and is meaningful for their consumers.
For example, we recently teamed with Magners for a unique music video shoot with The Maccabees involving a technical ‘first’ using 10 Xbox Kinect depth-sensing cameras to create stylised 3D images. The resulting 14 minute video fitted perfectly with the cider brand’s “Made In The Dark” advertising campaign and was a huge hit with fans.
Over the summer, VEVO teamed with Unilever their LYNX brand to capture and create over 96 pieces of original video programming including behind the scenes, on tour and live performances from the UK’s summer festival season. These are just a few examples that showcase the creativity behind our brand partnerships.
What role have partnerships with other online services played in getting there?
Our syndication platform is an important part of our growth and distribution strategy. VEVO’s mission has never been to limit our high quality programming to one place – instead we want to put it everywhere the fans want it when they want it.
So, in addition to VEVO’s branded platform (web, mobile web, mobile and tablet, Xbox) being an important access point for our viewers, so are other web sites such as AOL, Facebook and YouTube.
Our philosophy is, the more places you make your programming available, the bigger the audience you can create. And this pays off for everyone – the consumer, the artist and the brand who advertises on VEVO.
What additional functionality do you plan to roll out in the coming months?
This year, we released major updates to our web mobile and tablet platforms to make a greater social and personal experience. We have accomplished this through a deeper integration with Facebook, who have been a great partner of ours.
Continuous video playback is also something we offer for those who just want to sit back and enjoy. We continue to evolve our platform based on viewer feedback to these changes. We plan to unveil some exciting updates and new functionality to VEVO in the coming months so stay tuned!