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Vevo Introduces New CEO, New Shows, and a New TV-Like Ratings Measurements
The online video platform pitched advertisers a new round of programing and a data partnership with Nielsen.
At Vevo's newfront presentation, which took place last night at New York City's Spring Studios, the company announced a new round of programming and formally introduced new CEO, Erik Huggers. And, in a key moment for advertisers, the company revealed that it had partnered with Nielsen on a digital content ratings system that will measure how online videos perform against primetime TV.
The collaboration was announced by the company's vice president of commercial marketing, Danielle Lee, who said media planners will now have "apples to apples comparisons of how content performs across platforms." As an example, the company pointed to Taylor Swift's latest music video "Style," which drew 25 million views during it's first week in February. That, the company says, is the equivalent to reaching 8.6 percent of adults ages 18 to 34 in the U.S., which would have ranked it the second most watched TV program that week.
"This is a data-driven future where we can predict brand results," she said, "and thus hone strategies."
The evening was peppered with performances by Tori Kelly, Halsey and Magic!, but the energy spiked when Vevo revealed its lineup of on-screen programs. In addition to 14 returning shows, the company will launch a series called :60 With..., which has artists answer as many revealing and off-the-cuff questions as they can in one minute. The premiere episode will feature Kendrick Lamar and David Hasselhoff. Another new program, Rhyme and Reason, will showcase hip-hop artists such as Joell Ortiz and Rapsody spitting 16 bars, and then explaining the inspiration and stories behind them.
Earlier this week, Billboard reported on Vevo's new 7Up-sponsored EDM show, Your Shot. Structured as a competition, the winning prize is a slot opening for the show's host, Tiesto, in Las Vegas.