Veteran media research executive Vijoy Gopalakrishnan has joined iSpot.tv as Chief Research Officer -- largely to further the media research company’s “currency” initiatives.Gopalakrishnan -- a former Nielsen and IRI executive, who has spent 20 years in the business -- stated that iSpot.tv, which is now working with almost all U.S. TV networks, “puts us in a position to collaborate industry wide on a new set of metrics for transacting on TV.”
He added: “We are at an inflection point where granular second by second TV ad measurement and the ability to evaluate business outcomes and the brand impact in real time is empowering brands and networks to treat TV as a performance channel.”
Gopalakrishnan will manage iSpot.tv’s data science and advanced analytics units, focusing on innovations while providing support, and guidance.
Before coming to iSpot.tv, Gopalakrishnan was senior vice president of data science at IRI for the last five years, overseeing the company’s sales effectiveness products.
Prior to that, he was at Nielsen for six years, leading ratings and effectiveness solutions.