Michael Cerda, senior vice-president of online music video service VEVO, discusses the integration of new advertising models, achieving ‘content stickiness’, and creating special programming for brands.
Michael will be speaking at the TV:Xperience event taking place in New York City on July 15th-17th. For more information and to register, please visit www.tvxperienceevent.com.
Hi Michael, where does VEVO currently stand in terms of customer usage?
Usage is strong across our entire platform but has been impressive particularly across mobile and tablet, our connected TV channels and our new broadcast-style digital channel, VEVO TV.
People that view our programming on these platforms view for long periods of time. Viewers are falling in love with VEVO TV. It seems new and fresh to them.
That said, when we launched VEVO TV, we didn’t put it square in the viewer’s face. We overlaid the experience into the existing VEVO as an “introductory mode”. We wanted to introduce it while not dramatically changing the video-on-demand nature of the experience.
We also put a registration wall in front of it until very recently too. These actions helped actually control the amount of usage to some extent.
We’re building out a more prominent VEVO TV experience across all our platforms later this year.
What work are you doing to integrate new advertising methods into the platform?
We’re working on a graphical overlay that can be launched by campaign schedule or in real-time. It’s a lower-thirds type graphic that shows up on top of the video playing, with clickable calls to action.
We’re also introducing targeting to our registered viewers, by music taste preference, location, age, and all sorts of IAB data points.
How do you think content stickiness is best achieved for online video services?
Content stickiness is best achieved when you can personalise and target an audience with a high quality, low friction and ongoing experience. The content needs to stay fresh too!
Your colleague Nic Jones told us last year that VEVO wishes to create special programming for brands – what progress has been made here?
Here in the US, we launched about 20 new VEVO-produced original series and specials last year and we have more in the pipeline. Music is a common thread in so much of what we do every day.
Our original series keep music at the heart, but give VEVO the opportunity to offer lifestyle programming exploring how music ties in with fashion, food, travel, sports.
The opportunity for brands is to reach a massively scaled yet highly engaged and passionate audience through our original series and live concert events.
We work with brands at the very early stages of production to create programming that is unique and special for them. And it’s working. Our originals drive about 35% of VEVO’s overall revenue.
We’ve produced about 900 episodes of original programming that have been viewed over 500 million times. This is on top of what will always be VEVO’s bedrock offering, music videos.