Former Nielsen, IRI Executive Will Lead Currency Initiatives and Ad-First TV Measurement Innovations that Quantify Business and Brand Impact
BELLEVUE — October 20, 2021 — iSpot.tv, the real-time platform for measuring the business and brand impact of TV advertising, today announced the appointment of Vijoy Gopalakrishnan as Chief Research Officer. An industry leader with more than 18 years experience in the field of TV ad measurement, research and analytics, Gopalakrishnan brings to iSpot deep knowledge of both qualitative and quantitative media and brand measurement.
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,” says Gopalakrishnan.
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, ” says Gopalakrishnan. “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 ten 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.
About iSpot
iSpot.tv is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments.
iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD and streaming environments. iSpot’s Creative Assessment solutions measure brand perceptions for TV and video creatives using rapid qualitative panels, and its market-leading attribution solution enables advertisers and TV networks to plan, optimize and transact on business outcomes.
iSpot delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for both networks and brands. Founded in Bellevue, Washington in 2013, iSpot has offices in major cities across America.