Vevo's Successful Foray Into Connected Television

In this new TVREV In Cannes video, Vevo's EVP, Revenue Distribution and Data Operations, Natalie Gabathuler-Scully discusses the opportunities Vevo has found on CTV and what advertising trends they are anticipating.

NATALIE GABATHULER-SCULLY: The biggest change I think is our foray into connected television in the last four or five years and the growth of bringing the music videos back to TV and the linear environment, sort of that digital linear environment.

One area is we use tech for our Moods product, which is moods-based programming, moods-based curation for advertisers to connect with, and I think that’s a great foray into bringing technology and content together.

We program it on connected television and then our advertisers love it too if it meets their KPIs. Yeah, they find great brand lift when they can associate with videos that are similar to their creative.

I think for us it’s our continued growth in connected television. I think it’s our continued strategy in our programming approach, curating content, learning about the user behavior across the different distribution platforms and tailoring our programming to that to drive more growth. And the other is the programmatic side of things.

I think we’ve seen a lot of growth in programmatic on connected television, and I think there’s more to come there. I’m excited about the ad innovation that’s happening in the connected television landscape. I think if you look at who’s here at Cannes this year, you have KERV, you have TripleLift—there are a lot of innovative ad tech companies here that are all about product and how you can sort of integrate ads with content and bring a better user experience, but also super serve the advertiser.

Some of the examples are shoppable ads, interactive ads—it’s really good for Vevo because of the type of content that we have. It’s good content that you can pause and then come back and restart and you’re not missing the story.