Vevo will look to forge partnerships with internet connected TV makers such as Samsung, Sony and the soon-to-be launched YouView service, to bring the brand “into the living room”.
Jon Lewis, Vevo’s UK managing director, says: “It takes time for people to recognise and notice the brand, getting into the connected space is the logical step for us to raise our brand awareness. 2012 is the time for us to become a real consumer-facing brand.”
Vevo reaches 40% of the UK adult internet population, serving 200 million streams in the territory every month, Lewis claims. Many of its videos are streamed via YouTube, which he admits can mean a minority of users are confused as to which brand hosts and owns the content, despite that content being wrapped with Vevo branding.
Lewis says Vevo is looking to partner with major festivals, music awards and relevant broadcasters to help to promote the brand and drive visitors to its own website and to download its official apps.
Vevo’s latest partnership is with the Mastercard-sponsored Brit Awards, which revealed its nominations, including Adele (pictured) for best female solo artist and Arctic Monkeys for best British group, on Friday (12 January).
The tie-up sees the creation of a dedicated Brit Awards hub including exclusive HD videos, highlights from the ceremony and other Mastercard-sponsored content.