Vevo Relaunches Web, Mobile Presence

Respecting the fact that tech tastes are changing faster than any music genre, Vevo on Friday relaunched its Web and mobile presence. The company also added two new channels to its Vevo TV service.

Vevo’s Web and mobile Web apps have been rebuilt with entirely new technology for a cleaner, faster and more simplified experience. Jonathan Carson, chief revenue officer of the music-video company, said the changes reflect consumers’ insatiable appetite for “the new.”
“The addition of the video feed on the home page showcasing what’s hot minute-to-minute really captures the heart of pop culture -- something brand marketers love to be associated with,” Carson said on Friday. "We expect viewers will come back to Vevo multiple times a day to see what’s new, increasing audience engagement and impressions.”
As for ad partners, Carson added: “Brands will benefit from an improved offering of display ads, trailer ads and pre-rolls.”
Marvel’s Thor: The Dark World has signed on as Vevo’s official relaunch partner.

Carson joined Vevo in September. Previously, he served as CEO of social media intelligence firm BuzzMetrics, which he co-founded and sold to Nielsen in 2007.
Upon his appointment, Carson addressed barriers to growth with Online Media Daily. He said connecting with new audiences would be tricky, but feasible. “The answer for us is in the living room,” he said. “Mobile, tablet and connected TV already deliver over half of Vevo video views in the U.S. today and we’re poised for more growth here."
Vevo recently launched on Apple TV, which further expanded its audience's viewing choices in the living room.
As of July, Vevo’s domestic viewers viewed about 1 billion videos, according to comScore.
1 comment about "Vevo Relaunches Web, Mobile Presence".
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  1. Mark Mclaughlin from McLaughlin Strategy, November 4, 2013 at 11:08 a.m.

    The genius that makes Vevo so compelling is the company's understanding of the new best practices for great video content. Content is not a destination anymore. "If we build it, they will come" has been replaced by complex, massively distributed content strategies that reflect the new best practice "content finds its audience."

    Vevo unabashedly used any and every viral system and device to get music videos in front of millenials rather than expecting millennials to come to them.

    So, while a website is important, the website as a destination is an old portal strategy launched in the dial-up era that does not reflect the way that millennials actually find great video content. Millennials believe that "great content will find me."

    Vevo is a leader at understanding this insight so it is surprising and confusing to see Mr. Carson focusing on routine website upgrades as if the big story here is about Hmmmm?

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