Leading music video streaming service Vevo has warned advertisers about not having an integrated ad strategy across multiple screens.
Vevo, which celebrates one year in Australia this week, had almost 2.3 million Australians watch its content in February.
With more than 100 brands now using its service, the company has said its reach is now 123% the size of the Catch Up TV properties combined, sitting only behind YouTube and Facebook as Australia’s biggest premium online video network.
However, Simon Joyce (pictured), MCM Media CEO, which holds the licence for Vevo in Australia, believes many brands still don’t understand the importance of music video streaming as part of their ad strategy.
"If you don’t have an integrated ad strategy across multiple screens, you have a sub-optimal strategy,” said Joyce.
“With TV now the least likely screen to capture undivided attention, agencies need to fully embrace the role of online video advertising."
He added that too many brands don’t understand the video echo-system well enough.
“The research is very clear; you need to be buying multiple screens.”
Joyce believes Vevo’s premium online music videos are proving to be more effective at providing an “emotionally intense experience" for audiences, which has led to more impactful advertising compared to traditional or online television.
Vevo senior VP International, Nic Jones, said: “Global trends are now clear – multi-screen viewing is the norm and premium online video is now an essential part of any integrated screen advertising campaign.”
Vevo has also responded to a recent story that reported it had questioned the economics of YouTube for content creators, claiming advertising rates were too low to make a sustainable business case.
“There is a massive role for YouTube,” said Joyce. "You must have a presence on it. The point around YouTube is how you use it. For content creators, it of course has a vital role, but you have to have a complementary strategy to it with your own base.