Through Vevo’s new prime media rotational product, brands and agencies can contextually target their buys to align with the music videos that defined past decades.
Vevo, the world’s leading music video network, has launched a new contextual ad targeting product, called Vevo Rewind. Through Vevo’s data-backed content recommendations, Vevo Rewind allows brands to place their campaign alongside the top Vevo music videos of a particular decade, from the 1970s through the 2010s, in addition to targeting a specific genre.
Vevo Rewind follows the success of ‘Moods’ launched earlier this year, a contextual ad targeting product, which groups music videos by specific sentiment for more emotional congruence between a campaign and its surrounding content. In a similar fashion, Vevo Rewind offers advertisers the top music videos of a certain decade, genre and country, in order to connect with music fans when they relive the biggest, most iconic music videos that transcend time.
Tapping into fond memories of the past is a particularly invaluable marketing tactic for engaging with a wide range of demographics, including older Millennials and Gen X consumers, which often return to their favorite music videos from years prior. For example, to reach older Millennials and Gen Xers, a brand can run its ads within the 50 most watched 90s pop music videos in Australia, including those from No Doubt, Savage Garden, Smash Mouth and Natalie Imbruglia. Or, for older generations, brands can target the top 80s rock music videos, such as those by AC/DC, Guns N’ Roses and Bon Jovi.
Associating brand messaging with positive references from the early 2000s, 90s, 80s, and 70s also helps brands to forge meaningful connections between the past and present. Research from What If Media Group confirms that more than 30% of consumers are driven to a streaming service by the ability to re-watch old favourites than they are by access to fresh content.
“The music videos we grew up with stay with us for our whole lifetime. They help us reminisce and think about fond memories, and are such classic videos you just want to watch over and over. It is no wonder we are now seeing a resurgence of music from the 70s, 80s, and 90s today,” said Steven Sos, managing director, Australia & New Zealand, Vevo. “Furthermore, in this hyper-connected age, various platforms are fostering the discovery and sharing of decade-defining music videos today for younger generations, ensuring they will continue to be enjoyed by future consumers.”
Vevo Rewind is available across the Vevo network in Australia, Canada, Mexico, the United Kingdom, and the United States. Rewind content is inclusive of chart-topping music videos from 1970 – 2018 (copyright year) ranked according to their total lifetime view and current weekly view count.
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