Music videos are some of the most popular and engaging content on the web, and that labels are now harnessing that energy, and transforming these videos from promotional content to revenue streams.
Facts to Prove It:
1) Vevo.com drew 43.6 million U.S. unique viewers, equal to a quarter of the total U.S. video audience and making it the fourth-biggest property behind Google, Yahoo, and MySpace. Hulu sat at number 8 with 38.7 million.
2) Warner Music just gave MTV exclusive ad sales rights to their video roster – which includes Madonna, Green Day, B.o.B., and more – on all MTV sites as well as outside sites and artists’ web pages.
What does that mean for consumers?
It means that there is going to be an increase in display ads, pre-stream commercials, and product integration. Although these detracts from the overall user experience, consumers have come to understand that there’s a price to pay for quality content, and are willing to oblige the messages in return for companies fitting the bill.
What does that mean for advertisers?
It means that the bandwagon has arrived and its time to seriously consider utilizing music videos in your marketing line-up.
Three ways to advertise in music videos:
1) Display ads: Simple, cost-effective, but the most intrusive. Here is an example.
2) Product Integration: A bit more complex, requiring higher involvement with the artist and label, however allows for cleaner integration. Here is an example.
3) Brand-produced content: The most expensive and complex option, but it guarantees a tailored fit for your positioning and flawless integration. Here is an example.
Before you invest in any one of these avenues, it’s important to know the costs and benefits of each; and more importantly, if your brand aligns with the stories being told in this medium.
