Vevo, the music video network, has announced a partnership with Experian, the data and technology company, that it says will strengthen audience targeting capabilities across Vevo’s distribution in the UK, including YouTube and FAST services, such as Samsung TV Plus and Rakuten.

Through the partnership, Vevo will utilise Experian’s Mosaic UK segments, allowing advertisers to reach specific groups with enhanced accuracy. Mosaic, Experian’s consumer segmentation framework, groups together audiences by a shared demographic, lifestyle or behaviour, down to geographic level for campaign targeting. By leveraging these segments, advertisers can create personalised and relevant advertising experiences that drive deeper engagement and boost return on investment.

Vevo, a member of marketing body Thinkbox, offers advertisers significant reach within the UK with 25 million unique monthly viewers). Vevo’s music video library maintains TV-like standards (as per BARB), while delivering data-driven, addressable audiences, particularly for those lighter viewers of traditional platforms.

“Advertisers on Vevo can already tap into our existing toolbox to maximise their campaign effectiveness. For example, they can contextually target music videos by content-based factors like artist, genre, decade, and mood, but now, we are further enhancing our capabilities within audience attributes and affinities. With Experian, one of the largest data and technology players in the world, we are also able to do so across thousands of locations in the UK,” commented Rich Brant, senior director, Advanced TV, Strategy & Partnerships, Vevo.

“In today’s video-first landscape, Vevo offers advertisers access to premium inventory to reach highly engaged audiences. Now, with the utilisation of our Mosaic UK segments, advertisers can target their audiences with even greater precision, driving more impactful and effective campaign results,” added Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I.

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Tags: advertising, Experian, Music, Vevo