Music video distributor Vevo<\/a> may not favor comparisons with the traditional giant of televised music video broadcasts, MTV – but there is one screen where many will find the parallel impossible not to draw.<\/p>\n Having historically found two-thirds of its users from mobile, now – thanks to a strategy called “Vevo Everywhere” – it is finding 20% of its audience is from connected TVs<\/a>, thanks to carriage on platforms like Roku, Apple TV, Amazon Fire and Echo Show, Pluto TV and Samsung TV Plus.<\/p>\n Vevo and MTV, on-demand and linear, may be different kettles of fish – but now Vevo is targeting the same kinds of main-line TV advertisers who are staples of traditional TV.<\/p>\n To seal the deal, Vevo will need to measure its audience and prove the success of its inventory.<\/p>\n “(It’s) very challenging … to measure CTV audiences,” says Adam Butler, Vevo’s director of brand insight and measurement, in this video interview with Beet.TV. “If you look at lists of market(ers’) concerns when it comes to media quality, ad measurement is often very near the top.”<\/p>\nMeasurement<\/h2>\n