Southern Cross Austereo (SCA) is taking its exclusive rights to Vevo content and digital inventory within Australia to market. Vevo is the world’s leading premium music video and entertainment platform and delivers over 176 million video streams and 9 million unique Australian users across desktop, TV and mobile per month. The platform is owned by Universal Music Group (UMG), Google, Sony Music Entertainment (SME) and Abu Dhabi Media.
Vevo is the #1 video destination for people 18-34, and its music videos have an 88% completion rate, 14% above industry the norm.
Vevo is the home of six of the top 10 most-viewed videos on YouTube.
SCA’s exclusive deal means media buyers won’t be able to target Vevo when they buy YouTube content. Many music clips made just for the premium entertainment platform cost more than blockbuster films on a per minute basis and brands will able to target pre-roll inventory direct by age, gender, geography, device, artist and music genre with beyond compare completion rates.
SCA’s chief sales officer Brian Gallagher said, “We are excited to be able to add such a premium product to SCA’s digital portfolio. The advantage that this product has over others is that the Vevo audience is highly engaged – they are there to consume on demand and they’re really passionate about it.
“It’s an effective video environment now exclusively available through SCA and we are thrilled at the opportunity this presents us and our clients when it comes to advertising solutions.”