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.
Please login with linkedin to comment
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
Need a little humanity boost? Well, look no further than British pensioner and local Batley and Spen (just north of Manchester) resident, Malcolm Haigh. Haigh – a retired journalist and historian – was vox popped by a local TV crew about upcoming local elections in the area when he was probed about the area’s high […]
SBS has announced the appointment of Julie Eckersley as its new Head of Scripted, to oversee an expanding slate of locally commissioned fiction content, and related industry initiatives championing inclusion in the Australian screen sector. Eckersley (pictured above) is an award-winning creative producer with a career spanning more than 20 years. She brings extensive industry […]
Amy Shark, Delta Goodrem and Guy Sebastian, along with some of Australia’s hottest TikTok creators and artists, are giving music lovers rare insights into their favourite trends and tunes as guest hosts of TikTok Trending on iHeartRadio. TikTok Trending on iHeartRadio has been broadcasting 24/7 as part of a partnership between ARN’s iHeartRadio Australia and TikTok which was announced in April. With […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Nine’s Travel Guides continued to consolidate its position as a Wednesday night leader in yesterday evening’s programming, with 719,000 viewers. In recent weeks, it has been competing with the ABC’s Hard Quiz – sometimes besting it, sometimes being bested – but with no Hard Quiz last night, it sailed to an entertainment win. Last night’s ep saw the travellers […]
Thrive PR + Communications will be adding SodaStream to its list of global consumer-lifestyle brands, after being appointed as its Public Relations company of record in Australia. The win follows a competitive pitch that will see Thrive manage the sparkling water brand’s earned media relations, press office, and gifting program. Thrive will also be responsible […]
72andSunny Sydney has appointed Ross Berthinussen (main photo) to the role of president leading the Sydney office. Berthinussen’s promotion follows yesterday’s surprise news that the agency’s CEO, Chris Kay, had snared the rather prestigious role of CEO of Saatchi & Saatchi’s UK office. Read B&T’s reporting here. Berthinussen has been executive strategy director of the […]
Amazon has secured the title of most valuable global brand for the third year running, but rival tech giants such as Apple and Google are breathing down the neck of the Jeff Bezos founded site. Data and insights company Kantar has released its BrandZ report for 2021, detailing the most valuable brands globally based on […]
Cannes Lions Live Day Three saw the announcement of winners in the Craft Track and Entertainment Track, in partnership with Unity, as well as an exciting first, with Taiwan awarded its first Grand Prix. On the Australian front, awards were slightly slower, with Aussie agencies recognised only in the Digital Craft Lions. These Lions award […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]