Vevo has launched a new nostalgia-based advertising capability as fresh research suggests emotionally resonant catalogue content can outperform newer releases when it comes to connecting with consumers.
The music video network today unveiled a new nostalgia purchasing layer within its Vevo Evolve targeting platform, allowing advertisers to buy against culturally significant music video moments as brands increasingly look to tap into consumers’ emotional connections with familiar content.
The launch is backed by Vevo’s Then is Now study, which surveyed 1,800 consumers across Australia, the UK and the US, including 600 Australians. The research found nostalgia is becoming less about personal memories and more about shared cultural experiences that span generations.
According to the study, nostalgic content is perceived as 22 per cent more effective than newer content at building emotional connections with customers. It was also rated 17 per cent more effective at re-engaging audiences and 11 per cent stronger at deepening relationships with long-standing customers.
The research found 72 per cent of respondents believe nostalgic messaging makes brands feel more relatable, while 71 per cent said it creates a positive emotional association and 67 per cent said it makes them more likely to pay attention.
Vevo said the findings reflect a shift towards “shared nostalgia”, with 60 per cent of respondents identifying with collective cultural memories created through reboots, iconic media and widely shared moments rather than personal lived experience.
Among Gen Z, 65 per cent said they feel nostalgic for cultural moments from before they were born or were too young to remember, while one in three said they felt they were “born in the wrong generation”.
“Nostalgia is no longer just about looking back – it’s become a powerful way audiences connect with culture in the present,” said Rob Christensen, EVP of global sales at Vevo.
“As consumer behaviours continue to evolve, advertisers need strategies that balance both current cultural moments and timeless catalogue content.”
Vevo’s Australian viewing data also suggests nostalgia is translating into audience engagement. INXS recorded a 792 per cent increase in views during January, while Men at Work’s catalogue rose 353 per cent around Australia Day. AC/DC also experienced a 92 per cent uplift following its recent Australian tour.
Meanwhile, younger audiences are rediscovering more recent Australian artists. Vevo said Gen Z engagement with Tame Impala increased 58 per cent, while Troye Sivan and Flume recorded increases of 51 per cent and 44 per cent respectively.
Tim O’Connor, general manager of APAC sales at Vevo, said nostalgia was evolving from a creative concept into a media buying strategy.
“We’re seeing nostalgia become a strategic advantage for brands, not just a creative trend,” O’Connor said.
“For advertisers and marketers, that creates an opportunity to think beyond demographics and connect across generations through shared culture.”
Vevo said the new buying capability gives advertisers the option to pair high-profile music premieres with established catalogue content, allowing campaigns to balance cultural relevance with stronger emotional storytelling.
