Music video network Vevo has chosen ad measurement provider iSpot to quantify connected TV audiences and authenticate the incremental reach of advertisers’ campaigns running on Vevo. CTV has been a major source of growth for Vevo with viewership up 30% globally and up 58% in the U.S. in 2020.

In a briefing, Adam Butler, Vevo’s director of brand insight and measurement noted that while “CTV has been taking off over the past three to four years, it’s been a challenge to measure.” Adam said iSpot’s solution was appealing to Vevo because it offers great coverage on smart TVs and always-on measurement of campaigns running on Vevo on CTVs. Vevo intends to use the data in part to further refine targeting options for advertisers, especially among younger, multicultural audiences that don’t watch traditional linear TV and are harder for advertisers to reach.

The iSpot relationship complements one that Vevo formed with TVision a little over a year ago, which Adam said focuses on content analytics, whereas iSpot focuses on campaign/audience measurement.

Adam said around 30% of Vevo’s U.S. viewership now occurs on CTVs and that a big driver has been “virtual linear channels” that Vevo has created for a number of free, ad-supported streaming services. These channels are programmed by genre or decade for now. Vevo currently has these channels on Samsung TV+, Pluto and Xumo and intends to launch others.