Vevo aims to become “recognised consumer facing brand”

Music video platform Vevo plans to move on to connected TV devices and partner with more major brands and broadcasters this year in a bid to become a “recognised consumer facing brand”.

/g/l/o/adele160.jpg

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.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here