LOS ANGELES — He spent more than two decades at Univision Communications. As of today, he’s now at digital music video network Vevo, which has its sights on capturing more TV audience — and ad dollars.
Greg Osborne takes the role of Vice President of West Coast Sales at Vevo.
He was last in the position of VP of Network & Digital Sales of West Coast for Univision, prior to its merger with Televisa and renaming as TelevisaUnivision.
Based out of Vevo’s growing L.A. office, Osborne will oversee Vevo’s general market, multicultural and local revenue streams. He will also be part of Vevo’s sales leadership “educating brands and agencies on optimizing their Connected TV strategies and multiplatform campaigns.”
Osborne commented, “The explosion of CTV viewership combined with Vevo’s massive scale and deep engagement with hard-to-reach audiences, make this an incredible opportunity for any marketer seeking growth today.”
Osborne’s experience also includes employment at Cox Communications.
In his new role, Osborne reports to Vevo SVP of Sales for the Americas Jesse Judelman. He said, “Coming from a major traditional Spanish-language TV network, Greg brings both invaluable TV selling experience and a unique perspective on connecting with an increasingly diverse population, as multicultural buys become the cornerstone of a mass market advertising strategy today.”
Vevo’s pitch to marketers is that its channels benefit from unique viewership habits such as co-viewing and that it has unique CTV inventory and exclusive context. It’s a story replicated by others in the fast-growing FAST channel space, which is becoming an important growth engine for some broadcast TV companies as cord-cutting fuels a transition from MVPD-delivered channels to FAST options.
At Vevo, CTV advertising revenue currently represents 50% of Vevo’s direct ad revenue, an increase from 4% at the beginning of 2020.
Editor’s Note: Where possible, RBR+TVBR refrains from referring to Connected TV as “CTV” to reduce potential confusion with the Canadian broadcast television network.
