Right on the heels of Vevo's arrival on Android, YouTube is announcing that it is bringing Vevo's full line of music videos to the YouTube Android app. It has also announced that, beginning Wednesday, it will start delivering pre-roll ads for Android.
Devices running Android 2.2 or higher can download the new You Tube 2.0 application. The big new feature of the app is its ability to play official music videos from the likes of Lady Gaga, Katy Perry and Rihanna. Music videos offered in Vevo's mobile app will work on YouTube for Android, and the same U.S. and international restrictions that apply to Vevo videos will apply to those on YouTube's Android app.
Vevo is a joint venture between Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. In addition to these record labels, Vevo also has a licensing deal with EMI for its content. Warner Brothers, the fourth of the "big four" record labels, has opted for a partnership with MTV Networks instead.
The YouTube Android app comes with several additions to enhance the mobile music video experience, YouTube Mobile Product Manager Andrey Doronichev explained in a conference call earlier today. Music videos are now clearly labeled with a "music note" badge, and music videos also contain artist bios, track listings for a particular artist and a list of related artists.
As part of the YouTube 2.0 for Android launch, the Google-owned video service is also introducing pre-roll ads for thousands of its partners — not just Vevo music videos. Don't be surprised if a pre-roll add pops up before you can watch that video from Shane Dawson, iJustine or Philip De Franco.
Pre-roll mobile ads will definitely upset some users, but it's an expected move from a company looking to monetize its vast content library.
YouTube has been testing mobile ads for a while now, but today's launch is by far the biggest push YouTube has made into mobile advertising.
YouTube reports that it now exceeds 200 million views on mobile per day, which is double the amount it had in July 2010. It clearly thinks that mobile is the next big frontier for video, and it wants to make sure that Vevo's very popular collection of music videos are part of that expansion.
Doronichev couldn't provide any timeline for the launch of music videos on other mobile platforms, including iOS and the mobile website, only saying that the Android app is the company's testing ground for new mobile features.
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