Steve Sos at the Vevo Upfronts event.
Music video network Vevo has celebrated five years of its APAC operations by showcasing the scale of its network in a fragmented media landscape.
Vevo has monthly reach of 11.7 million Australians, a larger audience than the entire ad-supported BVOD market, the company revealed at it Sydney Upfronts last night.
On YouTube specifically, Vevo revealed that while its library (of nearly one million music videos) makes up less than 1% of the content on the platform, it reaches 57% of YouTube viewers every month.
Vevo delivered advertisers 5% to 12% incremental reach when bought in combination with YouTube.
And programmatic spend with Vevo starting January would contribute to Google VIP commitments, adding value for agencies and advertisers looking to maximise total YouTube investment.
Vevo APAC MD Steve Sos said as linear TV continues to age and decline, it is getting harder for brands to reach and engage younger audiences.
"With over half of our monthly viewers watching our content on TV and 65% of our audience aged 18-44, we are the perfect solution for brands looking to deliver scale against those audiences without having to compromise on brand safety or content quality," he said.
To support the power of premium content, Vevo highlighted multiple pieces of research including a study with the UK’s Channel 4 which demonstrated that premium publisher content triples positive perceptions of ads, while avoiding the 5x negative perception seen with user-generated content.
An Amplified Intelligence study also showed ads on Vevo’s content drive 40% more active attention, with a notable 39% lift among the elusive 18-34 demographic.
Sos said there are not many publishers that can offer brands the credibility via association that comes with content that is created by the biggest stars on the planet, while also doing so at scale.
"Put simply, that is Vevo," he said.
Tim O'Connor, Vevo's head of sales for Australia and New Zealand, at the Upfronts event.
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