Vevo and Telus Form an Alliance

Telecommunications giant TELUS has partnered with Vevo, the world’s leading music video network, in a move set to redefine Canadian advertising. Under this groundbreaking partnership, TELUS steps into the role of Vevo’s direct ad sales representative on a national scale. This strategic move empowers Vevo to extend its reach into the Canadian market, leveraging TELUS’ expansive network to deliver its premium music video content and innovative advertising solutions to audiences across the country. 

Through TELUS’ robust infrastructure and wide-ranging distribution channels, Vevo gains access to major Connected TV platforms and popular streaming services, including YouTube, Apple TV, Samsung TV Plus, Vizio, Google TV, and Roku. This collaboration represents a fusion of technological prowess and creative content delivery, laying the foundation for a new era of advertising engagement in Canada.

Advantages for Advertisers

This partnership opens up a plethora of opportunities for advertisers seeking to elevate their strategies and connect with their target audiences in more impactful ways. By harnessing Vevo’s extensive music video content across multiple platforms, brands and agencies can craft tailored campaigns that resonate with viewers on a deeper level.

With Vevo’s monthly reach exceeding 10 million Canadians, advertisers gain access to a diverse and engaged audience, including hard-to-reach demographics such as Gen Z and cord-cutters. 

Moreover, advertisers can capitalize on first-look opportunities offered by Vevo, including premieres, programming sponsorships, and linear channel takeovers, ensuring maximum visibility and engagement for their campaigns. 

Reach and Audience Engagement

One of the significant advantages of advertising through Vevo is the opportunity to engage with culturally relevant content featuring some of the biggest names in the music industry. With music videos from stars like Justin Bieber, The Weeknd, and Drake, Vevo offers a compelling environment for brands to showcase their products or services alongside premium content that resonates with viewers.

Furthermore, Vevo’s presence on major Connected TV platforms and streaming services ensures that advertisers can reach audiences wherever they consume content. Whether it’s on YouTube, Apple TV, Samsung TV Plus, Vizio, Google TV, or Roku, Vevo’s music video content is readily accessible to viewers across multiple platforms, providing advertisers with unparalleled flexibility and reach in their advertising campaigns.

Insights from TELUS and Vevo Executives

Dwayne Benefield, Chief Product Officer at TELUS, emphasized the significance of this partnership for local brands and media agencies. He highlighted how TELUS’ collaboration with Vevo provides exceptional value by allowing advertisers to connect with viewers in a meaningful way through Vevo’s extensive music video content. Benefield underscored the importance of leveraging this collaboration to maximize the impact of advertising strategies in the Canadian market.

Rob Christensen, EVP, of Global Sales at Vevo, spoke about TELUS’ extensive reach and expertise in the Canadian market, making them an ideal partner for Vevo. He mentioned Vevo’s expansion efforts in Canada, particularly on Connected TV platforms, where viewership continues to grow. Christensen emphasized how Vevo’s library of over 800,000 music videos offers advertisers an engaging environment and access to hard-to-reach, coveted audiences such as Gen Z and cord-cutters.

TELUS and Vevo

TELUS is a dynamic, world-leading communications technology company with a mission to leverage its global-leading technology and compassion to drive social change and enable remarkable human outcomes. 

With over $20 billion in annual revenue and more than 19 million customer connections spanning various services including wireless, data, IP, voice, television, entertainment, video, and security, TELUS is committed to putting its customers first and delivering superior technology solutions.

Vevo is the world’s leading music video network, founded in 2009 by Universal Music Group and Sony Music Entertainment. Vevo offers fans worldwide a vast array of premium content, showcasing official music videos alongside live performances and original programming. 

With more than 25 billion views across television, desktop, and mobile devices each month, Vevo brings music videos to audiences when, where, and how they want them. Vevo’s partnerships with leading distribution platforms ensure widespread accessibility across various devices and platforms, making it a premier destination for music lovers worldwide.

Vevo is available on leading platforms such as YouTube, Samsung, Samsung TV Plus, Roku, Pluto TV, Amazon Fire TV, Amazon Echo Show, Apple TV, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and SkyQ), Foxxum, XITE, NetRange, Redbox, Virgin Media, Xumo, Telstra, Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox, ViX, Plex, Hulu Live, and Vewd.

Wrapping Up

The TELUS and Vevo alliance is a groundbreaking collaboration that promises to reshape Canadian advertising. TELUS, as Vevo’s direct ad sales representative, gives advertisers access to a vast library of premium music video content across major Connected TV platforms and streaming services. This partnership opens up new avenues for advertisers to connect with audiences in impactful ways, reach diverse demographics, and capitalize on first-look opportunities. As the industry evolves, this partnership drives innovation, growth, and meaningful connections between brands and audiences in Canada.


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