Earlier
this year, VEVO unveiled a huge new redesign, adding continusous playback and
social features designed to get more people engaged when watching its music
videos. And while it made that experience available on its website and on its
Xbox Live app, there was one device clearly missing — the iPad. Well,
it just released an updated version of its iPad app, making a lot of the same
features available, as well as a few more that have not yet made it to other
platforms.
The
first thing that you’ll notice when you open the app is a rotating carousel of
featured artists that, when clicked, brings you directly to videos by those artists.
The
iPad app, like other apps from VEVO, is focused on increasing viewership time.
As a result, it defaults to a continuous playlist of videos. Once one is
finished, users will automatically start watching another. After an initial
pre-roll ad, the app inserts additional ads after every three or four music
videos, according to Cerda.
The
iPad app also pulls in a lot of social features that came online with the
spring relaunch of the website. That includes Facebook Connect and Open Graph
integration — letting users import their “likes” and get personalized playlists
based on those artists. They’ll also be able to see what music videos their
friends on the social network are watching, and share out what they’re watching
with others. Users can also import their iTunes libraries to get playlists
based on the music that they already own.
But
a lot of what makes the new iPad app cool is stuff that wasn’t in the homepage
redesign. One area of improvement was adding the ability to add and customize
playlists, which was a bit constrained in the initial release. VEVO has also
done a good job of building out artist profiles, which show biographical
information on the musicians that viewers want to watch, while also providing a
list of videos, tweets, and tour dates. The app also collapses a lot of the
menu options that appear on the website into a more manageable navigation flow.
The biggest feature, though, might be AirPlay integration, which allows users
to instantly stream continuous playlists of music videos to their TVs through Apple TV.
A
lot of the new iPad-specific features — like the condensed menu, artist
profiles, and better playlist management — will eventually make their way back
to other VEVO products, like the homepage or mobile web site.
VEVO
product is mostly be divided into front-end and back-end teams, with one in
charge of user experience and the other making sure the plumbing works. But
product work is still split between developers in New York, and those who
recently joined or agreed to ship themselves out to the West Coast. In fact,
the teams have a dedicated video hangout setup so that its developers can ask
or answer questions of each other from across the country.
While
the iPad app is one recent innovation for VEVO, it’s not the only one. The
company is looking for new ways to reach consumers wherever they are — whether
that means making embedding videos available in users’ Twitter streams (which
is available now) or streaming directly within Facebook wall posts (which could
be coming soon). Look for more updates as time goes on!
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