Vevo expands mobile offerings through new site
Online destination Vevo has launched a mobile site that lets fans watch their favorite videos via their mobile devices.
Vevo also has mobile applications for the iOS, Windows, Android and BlackBerry operating systems. Similarly to the company?s apps, the mobile site is ad-supported with video ads.
?We love our mobile apps and millions of viewers love our mobile apps, but the reality is not everyone has them ? yet,? said Michael Cerda, senior vice president of product and technology at Vevo, New York.
?Launching a mobile site allows us to provide viewers a faster and more convenient path to viewing videos,? he said. ?Being available across all smartphone browsers increases our audience reach potential.?
Users can access Vevo?s mobile site by typing http://www.vevo.com/ into their browsers.
The site?s homepage features a swipable gallery that showcases popular music videos. Additionally, users can type in keywords into a search bar to narrow down their choices.
Users can also search for music through genres or by video popularity. The company claims to offer more than 50,000 music and original programming videos.
A large bar across the top of the screen encourages users to download the Vevo app, which is a smart way for the company to rack up downloads. Although the app does give users a richer experience, a mobile site reaches all mobile phone owners.
E!, Vitamin Water and Wrigley gum are among the advertisers running video ads. The ads also show up on the desktop version of Vevo.
Given the social nature of music, Facebook and Twitter are heavily integrated into Vevo?s mobile site.
For example, users can log-in to the site via their Facebook accounts and share either tracks or playlists via Facebook and Twitter.
Additionally, a video clip from the mobile site will launch automatically for users who click on a link to a Vevo video in the mobile versions of Facebook or Twitter.
?Social media is the inherent onramp to Vevo mobile Web,? Mr. Cerda said.
?Yes, viewers can and will browse Vevo from their mobile browser, but the more likely use cases will stem from social media discovery,? he said.
As consumers continue to rely on mobile as the go-to device for consuming entertainment content more companies are pushing out new apps, sites and monetization models.
For instance, Spotify recently introduced a mobile radio streaming service that is ad-supported with brands such as Heineken, Chevrolet and McDonalds (see story).
In Vevo?s case, the mobile Web announcement is proof that consumers are not only listening to music on their devices but also watching video content while on the go.
Vevo takes a mobile-first approach with how it develops products and services, per Mr. Cerda.
?Mobile is the fastest growing segment of Vevo?s adoption audience,? Mr. Cerda said.
?It has all the functionality of our web products, with the increased use-case potential a mobile device provides,? he said. ?Personalization is particularly playing out as a strong value proposition to our mobile viewer base.?
Lauren Johnson is associate reporter on Mobile Marketer, New York