Vevo Partners with Experian to Enhance its Ad Targeting in the UK

Vevo, the world’s leading music video network, has announced a new partnership with Experian, the global data and technology company, to strengthen audience targeting capabilities across Vevo’s distribution, including YouTube and FAST (free ad-supported streaming television) 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 greater 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 highly personalised and relevant advertising experiences that drive deeper engagement and boost return on investment.

As a recognised player in the evolving TV ecosystem, with membership in Thinkbox, Vevo offers advertisers enormous reach within the UK (25 million unique monthly viewers). Vevo’s premium music video library maintains TV-like standards (as per BARB), while delivering complimentary 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,” said 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,” said Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I.