Vevo selects iSpot for audience measurement
March 2, 2021
Music video network Vevo has selected iSpot as an always-on TV ad measurement and attribution solution.
Utilising iSpot’s tools, Vevo can distinguish connected TV (CTV) audiences from those viewing on other platforms to authenticate a campaign’s incremental reach. Furthermore, iSpot’s impressions will also take into account audiences watching together for a more accurate reflection of Vevo’s scale.
“Vevo can be bought like TV, and now, measured all the more like TV. However, unlike traditional TV, we provide brands with scaled access to younger, harder-to-reach audiences,” said Bryon Schafer, senior vice president, research, Vevo. “Advertisers are increasingly coveting these audiences who are not linear cable subscribers and simply do not watch much ad-supported TV – and running campaigns on Vevo fills that void.”
With the proliferation of cord cutting and streaming TV viewing, Vevo has been rapidly expanding its OTT distribution to match changing consumption habits and deliver premium music videos to fans directly in the living room. Vevo gained ten new TV partners in 2020 and saw its CTV viewership grow by 30 per cent globally and 58 per cent in the US from 2019 to 2020.
“With iSpot, we can further demonstrate Vevo’s value to advertisers and showcase that campaigns really reach new audiences on connected TV, and not simply with what has been measurable,” added Schafer. “We’ve found iSpot to be a compelling platform that can measure TV with the enhanced precision we need for our brand partners.”
“Vevo is the leading music video network across all platforms, reaching a billion daily views on average, making it an attractive destination for brands to leverage its cultural cachet,” said Stuart Schwartzapfel, senior vice president, media partnerships, iSpot. “iSpot will play a key role in Vevo’s data-driven decision-making around its sales and monetisation strategy for CTV, and we’re excited to deepen our relationship in the months and years ahead.”