What: IMS, the digital marketing and communications company, will be Vevo’s advertising representative in Latin America through a partnership that was announced last week.
Why it matters: This is IMS’ first trade agreement after being acquired by Sony Pictures Television.
Vevo, the all-premium music video and entertainment platform with over 11 billion monthly views globally, has enlisted IMS to help the company expand its advertising opportunities in Latin America and educate advertisers on how best to connect with consumers in Spanish-speaking Latin America, including Mexico, Chile, Argentina, Colombia and Peru.
Latin American advertisers will have the opportunity to target Vevo viewers through contextual targeting, music genre, and artist targeting, among other segmentation variables. Additionally, Vevo Originals, which follow the careers of emerging artists, offers brand integration opportunities on a local level.
This partnership between IMS and Vevo adds to IMS´s ongoing initiatives to bring new opportunities to the advertising market, facilitating new ways for brands to engage with their audiences. Vevo and IMS look forward to working together with businesses and consumers in Latin America, to help bring valuable messages to the digital consumers.
IMS and ComScore’s Mobile in LatAm Study revealed that two thirds of mobile users in Latin America already know Vevo and over half of Vevo mobile users consider it important in their daily use. Additionally, according to IAB’s “Mobile Video 2015, A Global Perspective,” music videos are the preferred form of video content on mobile in Latin America. The Latin American consumer is increasingly connected and dominates technology representing an excellent opportunity for digital advertising. The digital ad sales outlook for Latin America is poised for double-digit growth over the next five years.
Two thirds of mobile users in Latin America already know Vevo and over half of Vevo mobile users consider it important in their daily use
“Music videos are a big part of digital Latin America and Vevo is at the forefront of this,” says Gastón Taratuta, CEO and Founder of IMS. “As the number one music site in the world, Vevo has the exceptional ability to reach and engage Latin Americans in new ways, both locally and globally.”
“Vevo’s viewership in Latin America and Mexico is continuing to grow remarkably year on year, especially in Mexico, which is now Vevo’s second largest market in terms of views – something that is very exciting for us to see,” says Nic Jones, Executive Vice President International, Vevo. “Out of Vevo’s 11 billion monthly views in June, 1.4 billion came from Mexico alone. There’s immense potential for Vevo in Mexico and other Latin American countries, and we’re excited for IMS to help us better communicate with advertisers locally, and across Latin America.”