Vevo Taps Parse Push

Music-video provider Vevo turned to Parse Push to help alert its users about videos that match their interests.

Vevo650Music-video provider Vevo turned to Parse Push to help alert its users about videos that match their interests.

Nancy Xiao, part of the developer marketing team at Facebook-owned cloud application platform Parse, wrote in a blog post:

With countless players entering the music technology space each day, one has remained the absolute leader in bringing musical experiences to life: Vevo. Serving up millions of views in video music content in countries across continents each day, Vevo offers the largest collection of premium official music videos possible.

Vevo’s online and mobile channels serve as key content sources for artists worldwide, and especially serve major record labels including Universal Music Group and Sony Music Entertainment. With the Vevo app, it is easier than ever to discover premium official music videos. Users can stream live music performances and original shows, in addition to exploring Vevo TV’s hand-curated music video channels. For an enhanced listening experience, the Vevo app is even able to provide recommendations via a user’s iTunes music library — a phenomenally personal tool consistently focused on bringing the musical world to life.

Given its vast user base in countries like Australia, the U.S., Poland, Brazil and beyond, Vevo looked for ways to maintain high levels of engagement without sacrificing any piece of its app experience or functionality. For this, Vevo turned to Parse Push, the perfect solution for the widely popular, cross-platform nature of the Vevo app. Found on Android, iOS, Windows 8, Roku, Xbox 360 devices and more, Vevo required a service that could handle sending push notifications to many different audiences and across different platform mediums.

According to Argam DerHartunian, vice president of product: “Parse is good for pushing notifications to users and specifically getting data on those we are engaging with.”

With the seamless connection between Parse Push and Parse Analytics, Vevo is able to develop a comprehensive understanding of what kinds of push messaging resonates with its app users, encouraging improvement for its engagement and retention.

Readers: Do you watch music videos on Vevo? David Cohen is editor of Adweek's Social Pro Daily.