Vevo launches ad product that targets users based on emotions

The service uses an exclusive model built by Musixmatch, which assigns a mood to each Vevo video’s metadata tag, allowing brands to target viewers based on an emotionally matching environment.

The selection of moods available to advertisers on Vevo at launch include fun, heartfelt, impassioned and empowering. The company says that additional moods and features will be rolled out soon.

Vevo says advertisers who place their ads within emotionally relevant content via Moods could create a positive and memorable ad experience for consumers, which would boost recall and brand favourability.

“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,” Vevo president of sales and distribution Kevin McGurn said. “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.”

Vevo senior director of data science Eyal Golshani said: “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.”

Vevo gives fans access to a large catalogue of music videos, which includes official label releases and Vevo-produced content, in an ad-supported environment. The video service claims it has more than 1 billion monthly active users around the world, with 149 million of them in the US.

In October last year, Vevo announced a partnership with XITE to launch an exclusive music video experience for Apple TV. The two companies have been working together to effectively monetise Vevo’s music video connected TV apps through an ad sales partnership in the US and Europe.