SCA introduces programmatic buying for Vevo

Southern Cross Austereo has introduced programmatic buying for the premium music video platform, Vevo.
Video buyers are currently focused on quality over almost everything else. Vevo’s content is not UGC; it’s premium, licensed, and professionally produced, with an enormous and unique global reach. This sets Vevo apart in such a fast-growing category of media consumption, and makes buying a lot easier for brands looking to reach key demographics in a brand safe environment.
Music videos have never been more powerful in their reach, with Vevo now having over 24B monthly views globally and 230M+ monthly locally for its content. This is a nearly 40% increase year over year – along with a measured completion rate of over 85%.

The latest data also indicates strong engagement based on the device being used. Mobile consumption in Australia now represents 52% of all views on Vevo when users are immersing themselves in two or three specific videos with consistent consumption across the day.

On top of sponsorships and audience targeting, Vevo has introduced a new way to buy that allows clients to access the diverse and growing 300k+ Vevo video inventory through a programmatic guarantee.
SCA’s Head of Digital Sales & Operations Steve Brown said: “We are extremely proud to represent Vevo here in Australia. Being the finest quality video in market is extremely valuable for our clients, and offering programmatic access is music to their ears.”

Vevo’s SVP of Commercial Partnerships Ivan Fuyala said: “The benefits our global advertisers are seeing through placement on Vevo revolve around massive on-target reach in a brand safe environment with high viewability and ad completion. They think of Vevo as TV for millennials, with all the benefits of data but without the frequency issues.”

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