Vevo showcased how advertisers can connect with fans all year long through the artists, genres and cultural moments that matter to them.
At its Sydney Upfront event, at the Press Club, a room full of media agency execs and marketers were treated to a wonderful evening featuring Don West as the entertainment, incredibly good canapes, and a sharp and insightful presentation.
Vevo reaches 11.7 million viewers, equivalent to 52 per cent of Australia’s adult online population, through its premium, ad-supported music video network.
Available across YouTube, connected TV, mobile and desktop, Vevo connects advertisers with music fans across a variety of screens, including 6.27 million Australian connected TV viewers each month. Vevo’s audience exceeds the combined ad-supported BVOD market, as well as the major ad-supported streaming services.
Tim O’Connor, GM sales APAC at Vevo, said music videos give advertisers a connection to audiences that extends beyond an individual video or campaign:
“Music is part of how people express who they are, find their community and remember the moments that matter to them. When an artist releases a new video or an old song finds a new audience, that connection can reach well beyond the music itself.
“For brands looking for meaningful cultural cut-through, understanding what fans care about is a powerful starting point. Vevo gives advertisers ways to align with those interests through the artists, genres and moments that make sense for their brand, in an environment audiences actively choose to spend time with.”
At the Upfront, Vevo shared research conducted with Omnicom Media that revealed how fandoms provide a ready-made framework for brands, with 83 per cent of surveyed super fans saying it’s acceptable for brands to sponsor their fandom.
The data also showed how brands can strengthen their connection with music fans through contextual advertising.
In Australia, advertising alongside music video content delivered a 10-point lift in consumers perceiving a brand as part of an artist’s fan community, demonstrating the value of aligning advertising with content audiences are passionate about.
Nostalgia is another way advertisers can connect with these communities. Vevo’s new nostalgia-based advertising capability allows brands to align campaigns with music videos and cultural moments that resonate across generations, including younger fans discovering music released before they were born.
In Vevo’s Then is Now research, 60 per cent of respondents identified with “borrowed nostalgia”: collective memories shaped by cultural reboots and widely shared content, rather than personal lived experience.
Among Gen Z respondents, 65 per cent said they felt nostalgic for cultural moments from before they were born or were too young to remember. The findings point to opportunities for brands to connect with audiences through both familiar favourites and music being discovered for the first time.
Teresa Ly, head of sales ANZ at Vevo, said advertisers are increasingly looking for practical ways to turn these cultural connections into relevant campaigns.
“Music is deeply personal, but it also has this incredible ability to bring people together. For brands, the opportunity lies in understanding the role music plays in fans’ lives, whether that’s the excitement of a new release, a genre they love or a song that connects different generations,” she said.
“Vevo is making it easier for brands to tap into these connections through contextual targeting, nostalgia-based buying and more flexible buying options, helping them reach fans through the music and moments that matter most.”
The evening concluded with Aussie soul artist Don West, who is carving out his own distinctive place in the genre on the heels of his recent sold-out European and North American tours.
