Vevo partners Experian to boost targeting

Music video network Vevo is partnering data company Experian to bolster its audience-targeting capabilities in the UK.

Vevo’s distribution spans YouTube and free ad-supported TV (FAST) services, including Samsung TV Plus and Rakuten TV.

Under the partnership, Vevo will leverage UK segments in Experian’s consumer segmentation framework Mosaic, enabling brands to develop more personalised and relevant advertising.

Mosaic groups audiences by shared demographic, lifestyle or behaviour down to geographic level.

Vevo claims to reach 25m monthly unique viewers in the UK and its inventory adheres to Barb’s TV-like standards.

“Advertisers on Vevo can already contextually target music videos by content-based factors like artist, genre, decade and mood,” said Rich Brant, senior director, advanced TV, strategy and partnerships, at Vevo.

“But now, we are further enhancing our capabilities within audience attributes and affinities. With Experian, we are also able to do so across thousands of locations in the UK.”

Vevo has in recent months boosted its efforts in proving its value to advertisers in the UK. In February, it announced a partnership with AudienceProject for cross-media measurement in the country. Vevo became a member of TV marketing body Thinkbox in 2024.

Vevo taps AudienceProject for campaign measurement