Taking streaming to the next stage
summary
VEVO shifts from per-video buys to audience-based sales, selling sight‑sound‑motion as 15‑second spots transacted on TV-style GRP/cost‑per‑point, while keeping a free “front porch” plus premium subscription options. Monetization uses reg data plus overlays from DoubleClick and third‑party behavioral providers to enable targeting (recency/frequency, device ID, set‑top box ambitions). Operates as first‑party in 55 markets with Mexico second only to the US, experiments with premieres as perishable premium inventory and reports growing ad plus subscription revenue though large‑scale addressability remains nascent.
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chapters (11)
- 0:00Music streaming business overview
- 1:24Monetizing ads on VEVO
- 3:54Advertising shift from TV to digital
- 6:24Addressability in ad targeting
- 8:10Premium ad environment benefits
- 9:11Labels' evolving view on streaming
- 10:36Subscription model competition
- 12:24User experience as key differentiator
- 13:47Exclusive content strategies
- 14:53International ad market expansion
- 17:45Local content for global appeal