• by David Goetzl  @dgoetzl, April 4, 2007

As it continues its efforts to convey to advertisers that its 360-degree, multiple-touchpoint campaigns are the wave of both the current and the future, ESPN has hired a research executive charged in part with demonstrating that effectiveness.

Thomas Evans has been tapped as vice president-digital and cross-media measurement, where one of his duties will be to launch research initiatives to show a cross-media marketing approach delivers high-level ROI. He will report to Artie Bulgrin, senior vice president of research and sales development, in the newly created position.

Also part Evans' duties is to oversee research strategy for ESPN's growing list of digital media offerings from Internet to mobile to online video.

"Tom's breadth of experience perfectly prepares him to guide our digital research strategy and develop cross-media research solutions for ESPN," said Bulgrin. "This newly created position is part of a broader initiative to grow our digital media businesses and demonstrate value for our cross-platform audiences."

Previously, Evans spent nine years as vice president-research for ABC Radio Networks, where he oversaw all research, and before that served as a vice president at Nielsen.