Vevo at the IAB NewFronts: Short-Form Optimization for FAST, CTV, OTT, and Programmatic
5月2日，星期四， Vevo, the world's leading music video network, presented “Watch More Music” at the 2024 IAB新战线在纽约市的韦伯斯特大厅举行. Topics covered included the challenges of achieving reach, 近因, 相关性, 以及当前流媒体生态系统中的测量, 品牌安全和透明度在FAST中的重要性, 以及Vevo在CTV领域的持续扩张. The presentation was followed by a performance by country music superstar 凯恩布朗.
凯恩布朗 performing at Webster Hall during the NewFronts Vevo "Watch More Music" event - photo courtesy of Vevo
活动开始前，我和 罗伯·克里斯坦森， Vevo全球销售执行副总裁. He emphasized that the presentation would focus on Vevo’s strengths within streaming television. “I think the theme that we will hear through many of the [NewFronts] presentations, 特别是对于飘带, is the continued shift of legacy investment moving towards streaming TV,他说. “其中，为什么这很重要? It's one thing to achieve reach in any ecosystem these days, but it's becoming incredibly more difficult to achieve reach along with things like 近因, 相关性, 测量, 和交互性. There's a lot to achieve specifically around context and the quality of content that exists in the streaming TV ecosystem as an owner of an intellectual property set like we are.”
Christensen also talked about Vevo's partnership with AI-powered video creative technology platform KERV, and its ambition to become the world's largest programmatically traded TV network. “We’re building out our ad tech stacks and using our predictive intelligence technologies to create data sets to have much more accurate offerings within programmatic television across our network,克里斯滕森告诉我.
Vevo是一家合资企业 环球音乐集团 and 索尼音乐娱乐公司最初是一个多通道网络(MCN) YouTube, and YouTube’s success in the CTV has been a guiding point for Vevo’s own trajectory. Regarding Vevo’s focus on leaning more into the CTV/smart TV space, 克里斯腾森说, “当你看YouTube的时候, 我认为他们在这方面走在了前面. Our viewership through the YouTube app on CTV has led us to this strategy. 但更具体地说, look at what YouTube is really starting to signal on their earnings calls, [saying that the] living room is a new frontier for that business, 他们非常成功. We're leaning into the fact that they're leaning into the living room because it only benefits the content that lives really well on a television screen.”
He also underscored the importance of finding new ways to better optimize short-form content for younger demographics. “I think that all of us should consider ways to play with content sets and test formats of the short variety that could help complement our content and also our audiences,他说. “I think there's a really strong viewership pattern when it comes to short content around the 13 to 24-year-olds.”
另外, he said that platforms would benefit from finding ways to ease Gen Z viewers from watching short-form content on mobile, 就像他们现在主要做的那样, 对电视. “My daughter is thirteen,他说, “and she watches a lot of TikTok 她手机上还有很多短格式的文件. If she had the chance to easily cast onto a TV screen and engage in that content, I think she would. 我感觉就像12个月后, 当我们谈到明年的新前线时, a lot of these formats will likely start circling about multiple presentations.”
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