Vevo has launched a new curation product called Moods, designed to help advertisers target the platform’s users more effectively
Moods has been created in collaboration with music data and lyrics company Musixmatch. A proprietary model built by Musixmatch assigns a mood to each Vevo video’s metadata tag, enabling brands to target viewers based on “emotionally congruent environment”.
To start, a palette of Moods available to advertisers on Vevo includes “fun”, “heartfelt”, “impassioned” and “empowering”. The platform says that additional moods and features will be rolled out over the coming months.
New York-headquartered Vevo says that over a billion monthly active users interact with its content globally, with 149 million of them in the United States.
Vevo said in a media release that the ability for advertisers to place their ad creatives within emotionally relevant content via Moods would “create a positive and memorable ad experience for consumers… boosting their ad recall and brand favorability”.
“With Moods, we can not only curate Vevo programming to better match a person’s mood, but we can also directly ensure advertisers that their campaigns are more meaningful and impactful in the same way that we guarantee a high-quality, brand-safe environment.”
Kevin McGurn, Vevo
Kevin McGurn, President of Sales and Distribution, Vevo, said: “With Moods, we can not only curate Vevo programming to better match a person’s mood, but we can also directly ensure advertisers that their campaigns are more meaningful and impactful in the same way that we guarantee a high-quality, brand-safe environment.
Therefore, it’s the logical step that we have synergy between the ad creative and the mood it evokes with the music video it surrounds.”
Eyal Golshani, Senior Director, Data Science, Vevo added: “Our moods affect everything that we do, including the content we consume and the ads we engage with. From joy to fear, sadness to hope, music videos have remained a constant source of comfort and soundtrack our everyday lives.
“With our innovative data-based capabilities, Vevo can better understand our viewers, and their frame of mind while viewing, to deliver the best music video experience. Simultaneously, by developing new offerings like Moods, we continue to add value to artists and advertisers alike, helping them achieve their respective goals through data science.”
“Decision making in the music space can feel chaotic at times, but data science brings a new sense of clarity that helps sync the artist, audience and platform.”
Max Ciociola, founder and chief executive officer, Musixmatch, said: “We’re thrilled to see Vevo enriching the advertising experiences embracing the next generation of metadata that our cutting-edge platform can deliver thanks to our Mood AI tech.”Music Business Worldwide