iSpot.tv Hires Media Measurement Vet Vijoy Gopalakrishnan As Chief Research Officer

iSpot.tv, the real-time platform for measuring the business and brand impact of TV advertising, has named Vijoy Gopalakrishnan chief research officer. With almost 20 years of experience in TV ad measurement, research and analytics, Gopalakrishnan brings to iSpot “deep knowledge of both qualitative and quantitative media and brand measurement,” the company said.

The measurement veteran joins iSpot at a time of massive transformation surrounding how TV is consumed, measured and valued. “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 says.

At iSpot, Gopalakrishnan will manage the Data Science and Advanced Analytics departments. His teams will focus on fostering innovations while providing support, guidance and advanced analytics services to subscribers of iSpot’s long-term, always-on measurement packages. Gopalakrishnan is also charged with advancing currencies for TV advertising transactions across platforms, and will assist in the expansion of products that help brands justify, optimize and value TV and video investments.

“The integrity of independent measurement that is unencumbered by activation or other business interests means iSpot’s sole focus can be on measuring TV advertising across platforms,” Gopalakrishnan says. “That coupled with the deep adoption from a sizable portion of brands on TV and working relationships with virtually every TV network in America puts us in a position to collaborate industry wide on a new set of metrics for transacting on TV.”

Prior to iSpot, Gopalakrishnan spent five years as SVP of data science at IRi where he oversaw the company’s flagship sales effectiveness products and methodologies. He previously spent six years at Nielsen overseeing ratings and effectiveness solutions, with a heavy focus on improving statistical quality and efficiency, as well as 10 years at Arbitron where he worked on radio measurement and ratings solutions.

Gopalakrishnan will also represent iSpot in the many important measurement organizations and initiatives he is involved with, including CIMM’s Ad Metadata Standards, Attribution Standards with the Media Ratings Council, and ARF and will be a lead on iSpot’s long standing relationships with the Video Advertising Bureau.