Mr Carson joined Nielsen as the company's digital chief
executive after selling the social analytics firm he co-founded,
BuzzMetrics, to the measurement company in 2007. While at Nielsen,
he focused on the convergence of traditional and digital media.
Media companies and media buyers continue to sort out that shift,
and Mr. Carson is betting digital networks like Vevo will take a
bigger role in marketer plans in the future.
The measurement expertise Mr. Carson honed while at Nielsen may
come in particularly handy as Vevo looks to further expand its
business outside of YouTube and package those properties and
audiences to media buyers more attuned to TV. And that's why Mr.
Carson will continue making the rounds to Madison Avenue.
"I'll be out there on the street. I was super-involved with both
the media companies and the advertisers and agency clients when I
was at Nielsen. That's part of what attracted me to this role," Mr.
Vevo has been aggressive in attempting to diversify its
distribution, which was once overwhelmingly tied to YouTube but
that's changing. Mr. Caraeff told Ad Age in June that 30% to 40% of
Vevo's U.S. video streams come outside of YouTube. The company runs
its own site and mobile apps as well as apps on Apple TV, video
streaming device Roku and Microsoft's Xbox gaming console. Vevo is
one of a minority of YouTube partners to sell its own ads on
YouTube, meaning Vevo can bundle those buys with its
Like many online video companies that stream videos on YouTube,
the video site gets a split of those ad revenues (typically 45% for
funded partners like Vevo). Then Vevo must also cut out some money
for the record labels behind the music videos and account for any
back-end costs to stream videos on its owned-and-operated
Mr. Carson pinpointed the living room, mobile and international
as three growth areas he plans to explore. He will also likely need
to grapple with how to grow Vevo's business in proportion to
YouTube's share of it.
Vevo is one of YouTube's largest partners, and the Google-owned
took a stake in the music video service this summer as part of
a new distribution deal. Mr. Carson said that he worked closely
with Google and YouTube while at Nielsen and looks forward to
continuing the relationship at Vevo.