Brand safety – Vevo adds content ratings system to reassure mobile and digital video advertisers

Anne Freier

In Mobile Advertising. January 30, 2018

Vevo, the video hosting service for predominantly music video, has just added a new ratings system to ensure brand safety across its YouTube content. Being one of the largest YouTube content partners, Vevo is trying to ensure brands and agencies that their ads will be safe when featured on Vevo.
The new ratings system moderates each video on Vevo using a combination of automated tools and human assessment. Content is evaluated against 21 brand safety criteria which include violent references, drugs as well as nudity.
Results are then mapped to the US and UK content rating system category descriptions.
In addition to brand safety features, Vevo has also launched guaranteed reach for advertisers. That means video marketers are assured that their demographic selections are met in the US and UK.
Kevin McGurn, CSO at Vevo, explained in a blog post:

“Guaranteed Reach is the culmination of efforts to bridge a gap between linear TV and digital video. Commercial impressions (exposure) and commercial reach (people) have always been two separate things, with frequency being the X factor. It’s long been thought that buying premium video is done so at a sacrifice to reach, in exchange for audience comps and effectiveness and I’m very pleased to say that we have found market leading efficiencies that that can now be passed onto our clients.”