Shoppable video is fast becoming a priority for connected TV publishers looking to build out additional revenue streams. Studies suggest at least 70 percent of consumers use a second screen while watching TV, and CTV publishers are looking to tap into that behaviour, offering viewers the chance to instantly shop the products they see advertised on TV.
Vevo, the music video streaming network, is the latest company to embrace the shoppable opportunity in CTV advertising. Today the music label-owned business announced a partnership with KERV, an AI-driven video tech firm.
Ahead of the KERV
KERV will create shoppable ad formats for Vevo’s channels, which include the Vevo TV app and its 20 free ad-supported streaming TV (FAST) channels. The partnership will enable advertisers to utilise second-screen technology, such as QR codes which consumers can scan to bring up product carousels on their mobile devices. They can then buy items from their phones, significantly reducing the path to purchase.
Vevo said these second-screen experiences will be customisable according to advertisers’ branding or campaign goals. Advertisers will have access to KERV’s ad suite, where they can optimise campaign creative. KERV uses AI and image-recognition (IR) technology to identify contextually relevant marketing moments. These can be targeted by advertisers to deploy their shoppable ads.
“With shoppable ad experiences proliferating across the biggest screens in the living room, music videos serve as a connective bridge to influence – enabling brands to reach and engage with passionate audiences in new ways while prioritising the viewer experience,” said Rob Christensen, EVP, Global Sales at Vevo.
Shop it like it’s hot
The introduction of shoppable ads is designed to help Vevo monetise its music channels, which are available on over 35 CTV platforms worldwide. By natively embedding the ads in Vevo’s programming, advertisers will hope to reach consumers who are engaged by the combination of premium music video content and the TV environment. And Vevo in turn can retain those TV viewers by diverting the shoppable element onto a second screen.
“By transforming ad breaks into natively embedded, customisable experiences, our partnership with KERV is complementary to our CTV programming,” said Christensen. “As Vevo continues to expand monetisation efforts worldwide, we’re helping brands simplify the path to purchase and drive real-time, outcome-based connections between brands, consumers, culture and commerce.”
The company also noted the role of KERV’s technology for ad personalisation. Vevo said advertisers can personalise creative based on first-party data, including viewer interests, location and contextual triggers.
“We’re proud to be working with Vevo to provide AI-powered CTV solutions that will reimagine how advertisers engage with streaming audiences – all in a turnkey, streamlined way,” said Brad Quinn, Vice President, Publisher Partnerships at KERV. “As brands continue to seek out new technology to connect with their audiences in a more personalised manner, this partnership positions Vevo as an innovative leader – providing a lean-in experience for viewers and tangible outcomes for brands.”
