Music video giant Vevo overhauls service for native advertising and signs Levi’s as first brand partner
Music video platform Vevo is to let brands mix their messages into the music videos on its platform, as it looks to make native advertising a larger part of its mix.
The music video distributor, which has 100,000 high-definition official videos of live concert events and original programming, has struck a deal with video-tech company Mirriad to connect leading brands with select, premium videos featured across its platform, which spans the web, mobile, tablet and TV apps.
Levi’s is among the first brands to sign up to use the new offering. It worked with Mirriad to create a native in-video ad that works seamlessly within a new video from artist Aloe Blacc’s recent album Lift Your Spirit, working with XIX Recordings/Interscope Records in the process.
The ad will be unveiled today as the companies officially unveil the partnerships at Vevo’s UpFront event in the US.
Head of Levi's marketing for the Americas Stacy Doren said: “We applaud Vevo and Mirriad for creating an innovative approach to connecting brands with targeted audiences via premium content.
“We loved collaborating with XIX Recordings/Interscope Records and are excited to test and learn from this groundbreaking native in-video experience.”
Rio Caraeff, president and CEO of Vevo, said Mirriad is "disrupting" the traditional barriers between content and advertising with an offering that lets brands integrate their messages into range of online video in-context and with total transparency.
"We help marry top brands and quality content and deliver an entertaining experience to the ‘skip generation’ – those consumers whose viewing skips through many traditional ads and across multiple screens.”
“Our vision at Vevo is to continually re-invent music video as an entertainment art form. Over 30 years ago, music videos on television were a linear, one-dimensional experience. Today, connected platforms give fans more interactive and personal ways to engage with their favorite artists.
“Mirriad allows us to continue bringing the industry forward and improve our fan’s experience by offering uninterrupted viewing while giving brands and content partners a native, creative, scalable and targeted way to come together.”
Aloe Blacc's “The Man,” single (pictured above) broke into the top ten on the Billboard Hot 100 chart.