“The pre-roll model works well when people watch one or two videos,” Carson said. “But we’re seeing our user base migrating to longer sessions and all of a sudden we have the opportunity to experiment with mid-stream advertising, for example.”
Despite mobile’s ascendancy, Carson said mobile traffic isn’t cannibalizing PC traffic. For the first year after Vevo initially launched its iOS app there was a slight dip in the PC audience, but it’s leveled out since then, and that most likely has to do with customer behavior. Just because a user likes to watch multiple videos in bed on his or her phone doesn’t mean that person isn’t also going to search for videos on a PC at some later point.
As for media buys, the vast majority of Vevo’s approximately 900 advertisers run cross-screen campaigns, but Carson admitted that there is more work to be done.
“Campaigns are managed in a seamless way across screens, but not all the technology involved in measurement and targeting is quite that seamless,” he said. “There’s a little duct tape involved behind the scenes and everybody in the industry is still trying to catch up to the consumer.”
When AdExchanger spoke with Carson back in January he noted that Vevo’s programmatic direct efforts were still at the “experimental stage.” But since then, he said it’s made some good headway.
“We’re seeing a healthy number of our advertisers getting more serious about using these automated approached to transact business with premium publishers,” Carson said. “We’re still in the test phases of those relationships, but we believe the trend is very real and it’s going to benefit buyers and sellers alike.”