Ever since launch, music video distributor VEVO has been working to increase monetization of its digital properties, highlighting the pure volume of videos and high engagement that viewers have on its site, as well as its apps on mobile and connected TV platforms. Now the company has a new sales boss, former Nielsen executive Jonathan Carson, who was just brought on as VEVO’s Chief Revenue Officer.
Carson spent the last several years as CEO of Nielsen’s digital practice, where he helped the TV measurement firm expand to begin tracking digital media online and on an increasing number of mobile and other devices. He came to Nielsen through the company’s 2007 acquisition of social media intelligence firm Buzzmetrics, where he was co-founder and CEO. Prior to that, he founded interactive digital firm Intercities and music industry site OuterSound.com. At VEVO, Carson will report to CEO Rio Caraeff and oversee the company’s global sales force and sales partners.
For VEVO, the effort to increase monetization comes as it’s expanding the amount of exclusive content available on its digital properties, as well as the number of places where people can view its music videos. Over the past year, VEVO has launched apps on the iPad, Roku streaming box, and Apple TV, among other devices.
As it seeks to differentiate itself, VEVO launched a live, 24/7 music video channel aimed at becoming the next generation of “music television” for the digital crowd. It is also gradually expanding internationally, with launches in the Netherlands, Poland, and, most recently, Germany.
All of which means a growing sales opportunity, which means the company needs someone to lead those efforts. And who better to convince a bunch of advertisers about the power of digital marketing and the opportunity for reaching audiences through music videos than the guy who has been tracking audience growth in the digital space for Nielsen?