Industry
Media & Entertainment
Challenge
As music video content was increasingly consumed through the TV screen, Vevo needed a deterministic way to prove its incremental value over TV and BVOD. Vevo's key target audience was 18–34, and BMW (advertising on Vevo via a Mini Electric campaign) wanted to understand Vevo's effectiveness at reaching that same age group.
Results
The campaign reached 27M viewers on TV and 4M on Vevo, with Vevo delivering an incremental 1.65% of the population — nearly 1M unique people not reached by linear TV or any other BVOD platform. Vevo delivered incremental 18-34 audiences at 2x the rate of TV and BVOD, while TV skewed older (55% of its reach went to 45+ viewers, with only 16% reaching the sought-after 16-34 segment).
Key Product
BRANDBEAT, REACHBEAT, FOOTFALLBEAT
Beatgrid's measurement technology does not rely on the need to integrate with each AV distribution channel, it means all video platforms can be incorporated and defined within overall campaign reach. It was hugely important to us and our clients to understand the incremental audience Vevo delivers on top of traditional campaigns.
About Mini & Vevo
Mini is the iconic two-door compact car brand, originally produced by the British Motor Corporation and acquired by the BMW Group in 1994. Its flagship models — including the Hatch/Hardtop, Clubman, Coupe, and Roadster — are assembled at BMW's Plant Oxford in Cowley, England, while the Convertible, Paceman, and other models are manufactured across the EU.
VeVo is a leading music video network jointly owned by Alphabet (Google), Universal Music Group, Warner Music Group, and Sony Music Entertainment. It connects global audiences to premium music video content across smart TVs, digital media players, and streaming television services.
Main Objectives
Beatgrid’s cross-media audience measurement solution was set up for deterministic R&F validation for TV, VeVo, and YouTube. For the study, VeVo’s key target audience was 18-34 years. BMW, who advertises on VeVo, was keen also to understand Vevo’s effectiveness (as a channel) in reaching the 18-34 audience, therefore, a Mini Electric campaign was used for the campaign measurement.
Methodology
Ad exposure results are based on Beatgrid’s mobile ACR measuring cross-media content exposure. How it works: The audio of the AV ads is turned into audio fingerprints. The Beatgrid panel community has the mobile ACR meter app installed on their phone, which converts ambient sound into ‘audio fingerprints. These audio fingerprints are matched with the ones from individual ad creatives. This enables accurate person-based cross-media, cross-platform campaign audience verification.
Panel Approach
Beatgrid has a GDPR-compliant opt-in mobile panel in the UK, who are invited to Beatgrid’s proprietary Media Rewards app.
For this campaign with VeVo and MINI:
- R&F data was calculated based on our mobile panel between 18-69 years.
- Data weighting was applied based on national statistics data, to normalize Beatgrid data for national representativeness.
- Beatgrid then calculated the data based on our mobile panel between 18-69 years, allowing for accurate person-based cross-platform campaign audience verification.
Results And Key Takeaways
As music video content was increasingly viewed through the TV screen, VeVo understood the importance of accurately understanding the incremental audience VeVo delivers over TV, BVOD, and YouTube.
- The campaign reached a total of 27M on TV and 4M on VeVo.
- VeVo reached an incremental 1.65% of the population, almost 1M unique people who would not have seen the campaign on linear TV or any other BVOD entity.
- VeVo delivered incremental 18-34s at 2x the rate of TV and BVOD.
- The TV and BVOD portions had a frequency of 7.11x.
- 55% (14.7M) of the TV campaign delivered to +45 audiences, and only 16% delivered to the highly sought-after 16-34s.
