Vevo teams with KERV for shoppable CTV ad formats

Music video network Vevo has teamed up with video analysis company KERV Interactive to power shoppable ad formats for the streamer on connected TV.

The partnership and formats cover Vevo’s CTV app and 20 free ad-supported streaming TV (FAST) channels.

KERV has AI and image recognition (IR) tech that helps identify objects and contextually relevant moments in content, alongside first-party content metadata that allows brands to personalize creatives based on viewers interests, location and contextual inputs, among others. The shoppable ad format for Vevo involves a second screen, which can be employed to match brand’s specific campaign goals. For instance, Vevo said an ad could feature a QR code that drives viewers to a carousel on their mobile device where they can explore and purchase products.

“With shoppable ad experiences proliferating across the biggest screens in the living room, music videos serve as a connective bridge to influence – enabling brands to reach and engage with passionate audiences in new ways while prioritizing the viewer experience,” said Rob Christensen, EVP of Global Sales at Vevo, in a statement. “By transforming ad breaks into natively embedded, customizable experiences, our partnership with KERV is complementary to our CTV programming. As Vevo continues to expand monetization efforts worldwide, we’re helping brands simplify the path to purchase and drive real-time, outcome-based connections between brands, consumers, culture and commerce.”

KERV is one of the company’s helping to power shoppable and interactive content and ad experiences, as well as contextual advertising tools, for brands and streamers. Last month NBCUniversal announced an expansion of its shoppable TV experience to select episodes of six Bravo series on Peacock, with KERV’s technology providing power in the background to identify and match products within content so that viewers can “shop the look.” It’s also one of the data partners helping to power segments for a contextual CTV deal library from IRIS.TV, meant to make contextual CTV buys that target viewers based on content instead of personal identity possible in an easier way. 

move towards interactivity and shoppable CTV ad experiences comes as consumers have shown interest in interactive formats and signaled they’re ready to act. In an April survey from LG Ad Solutions, 71% of respondents said they like TV ad creatives that include a QR code, while 42% cited a preference for ads that have interactive features. What’s more, 62% reported openness to scanning a QR code from a TV ad in the next 12 months, while 38% said they’re likley to make a purchase after scanning a TV ad QR code. Still, interactivity and shoppability are relatively new formats for CTV, meaning consumers might need time to adapt. Analyst Douglas Montgomery of Aluma Insights previously told StreamTV Insider he doesn’t think consumers are that fond of QR codes and increasing viewer exposure to shoppable TV should continue to be a focus to encourage wider adoption.

As Montgomery wrote last year in an article for STV, “Actualizing the potential of shoppable video advertising rests largely with Gen Z. Growing up as digital natives, they see little difference between traditional television, social media, streaming video, etc. These are just different ways of using a screen.”

Vevo, meanwhile, counts more than 900,000 music videos in its library and is working to expand advertising capabilities for its music video app and free streaming channels that have distribution across major CTV platforms. In 2023 the company introduced programming blocks grouped by similar visual and mood elements, powered by AI tech from Hive, meant to help advertisers target in a more nuanced and contextual manner. However, it’s not totally removing a human touch. Last month Vevo partnered with Major League Soccer’s LA Galaxy team to have 12 players curate an hour-long music video programming block and each personally add their favorite music videos – in a move to both extend the club’s reach and give Vevo a chance to curate culturally relevant content. Through the joint program the music video block, along with reasons why players pick certain music, airs ahead of LA Galaxy game days across the Vevo network including its flagship ‘Vevo Pop’ channel, on YouTube and Vevo’s CTV app.

“We’re proud to be working with Vevo to provide AI-powered CTV solutions that will reimagine how advertisers engage with streaming audiences – all in a turnkey, streamlined way,” said Brad Quinn, VP Publisher Partnerships at KERV, in a statement. “As brands continue to seek out new technology to connect with their audiences in a more personalized manner, this partnership positions Vevo as an innovative leader – providing a lean-in experience for viewers and tangible outcomes for brands.”

And Vevo’s been teaming up to enhance CTV ad buying capabilities to make it easier for brands that want to invest dollars. That includes through a February partnership with PubMatic to expand programmatic CTV buying, following a November agreement with ad server Publica by Integral Ad Science to open up programmatic opportunities for Vevo’s CTV ad inventory. 

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Rich Kentopp
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After his career of being a pastor and touring musician, Rich started his technology career almost a decade ago with many of the KERV leadership at Lin Digital. Since then he has been a Product leader at three different scaling startups, learning how to build valuable products with teams who love to work together.

Devin Monds
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He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.






    Brad Quinn
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    Brad Quinn is the SVP, Enterprise & Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
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    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
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    Creed Pettit
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    Karen Germ
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    Ryan Schoenfeld
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    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
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    Michael Fleischman
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    Prior to KERV Interactive Michael was the CFO and current Board Member at Digital Remedy, a privately held media execution company supporting agencies, publishers, and brands in navigating the complex ad tech landscape of digital success.

    Prior to Digital Remedy Michael spent 20 years at Cablevision and Rainbow Media Holdings
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    Additionally, Michael played lead finance role in the acquisition of a number of professional sports teams including Madison Square Garden, the successful IPO of Cablevision, and a tracking stock at Rainbow Media. Michael was also involved in the creation and successful launch of Rainbow Advertising Sales, one of the cable industry’s first local advertising sales rep firms and has married his linear experience with a robust understanding of the intricacies of new media, creating a unique skill-set.

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    Taylor Pate
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    Taylor Pate is the CTO at KERV Interactive, with over 16 years of experience in the advertising and creative industry, known among his peers as a technical and creative powerhouse.

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    Jay Wolff
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    Jay Wolff is currently the Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships. In addition to KERV, Jay is the President of 212NYC, New York’s leading organization for the digital advertising and the media industry. 212NYC’s mission is to build a better advertising industry by providing the programming, tools, and thought leadership to help move the industry forward.

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    Dan Bienenfeld
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    Dan Bienenfeld is currently the Co-Founder and President of KERV Interactive and a seasoned serial entrepreneur who has built startups for more than 35 years. Before joining KERV he has founded seven startups and architected successful exits for a number of them. For four years, he served as CEO of TimeCard Specialists, which created a cutting-edge time attendance software app that streamlined payroll for union members in the TV, film, and commercial industries. TimeCard Specialists was sold in 2016.

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    Gary Mittman
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    Andi Fenster
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    Marika holds a bachelor’s degree in advertising from The University of Texas at Austin, where she was also a Division I collegiate athlete. Hook ’em.