Vevo launches AI-powered ad tools to boost brand targeting
Vevo has introduced a new suite of AI-powered advertising tools to the Australian market, aiming to provide brands with greater targeting capabilities and insights into cultural engagement across its network.
AI advertising tools
The new product suite, Vevo Evolve, leverages artificial intelligence to combine contextual insights, predictive modelling, and a large library of audience segments. Brands can use the tools to tailor campaigns with improved precision. Vevo Evolve incorporates Advanced Targeting, allowing advertisers to choose from more than 700 contextual categories and hundreds of privacy-compliant, intent-focused audience segments across a range of platforms including mobile, desktop, connected TV, and YouTube.
Contextual campaigns
Vevo says its new tools are designed to give advertisers more control and ensure campaigns reach the right viewers at the right moments. The platform aims to help marketers align advertisers' creative content with situational context, improving relevance and performance.
"Today's brands need advertising partners with an intimate understanding of the campaign process - from creative and targeting to platforms and channels - and how those components drive outcomes like brand trust. With Vevo's vast library of premium music videos and the launch of Vevo Evolve, marketers have a brand-safe environment to drive both connection and performance," said Rob Christensen, EVP Global Sales, Vevo.
Fandom insights
Vevo has highlighted recent research into fandoms among Australians. The research found that 97% of Australians identify with a fandom, and 89% say music defines who they are-figures that slightly exceed those related to sports. The study also reported that two-thirds of respondents are more likely to spend with brands that advertise around their favourite music videos.
"Fandom isn't just about entertainment, it's about identity. We have no off-season because music culture never stops. Fans don't tune in and out, they live in these moments year-round. And when brands meet them there, that's when culture ignites," said Tim O'Connor, General Manager, APAC Sales, Vevo.
Audience scale
The company reports that it now reaches 11.74 million monthly viewers in Australia, representing over half of the country's adult online population. This places Vevo ahead of other premium ad-supported video networks, including the entire ad-supported broadcast video on demand market and the ad-supported audiences of Amazon Prime Video, Netflix and Kayo in Australia.
On YouTube, Vevo claims its library of more than one million official music videos reaches nearly 58% of the platform's local audience, despite making up a small fraction of YouTube's total content. According to Vevo, it offers premium ad formats including pre-roll-only and new 30-second non-skippable ads, providing advertisers with a brand-safe environment and lower ad loads.
Buying options
Vevo has expanded its range of buying options in Australia. Advertisers can now purchase inventory directly, programmatically, through sponsorships or via always-on campaigns. Programmematic spend on Vevo inventory also counts towards Google VIP commitments, with the platform using tools like Instant Reserve and Google's targeting and measurement capabilities.
FAST channel growth
The company reports a 60% year-on-year increase in its Free Ad-supported Streaming TV (FAST) supply, strengthened through partnerships with Foxtel and Samsung TV Plus. This has contributed to Vevo's current reach and scale, as audiences continue to fragment across traditional and streaming services.
"As linear audiences decline and streaming fragments, advertisers need scale that still feels relevant. We're redefining what premium means, helping brands buy culture on their own terms in the environments that audiences trust most. Culture moves fast and with Vevo, your brand doesn't just keep up, it leads," said O'Connor.
