Industry | Media |
---|---|
Founded | 1999 |
Founders | Alan Gould Eric Gould Ken Orkin |
Headquarters | New York City, New York, U.S. |
IAG Research was a media-measurement company [1] founded in 1999 in New York City by Alan Gould, Ken Orkin and Eric Gould. [2] IAG conducted research with viewers to measure the effectiveness of advertising and program engagement across television and the Internet. [3] [4] [5]
IAG was created to address growing concerns from large marketers that consumers were avoiding television advertisements because of ad-skipping DVRs, [6] and because of high levels of ad clutter on TV. [7] These concerns led marketers to seek out more granular forms of TV measurement, as TV at that time represented their largest ad expenditure. [8]
In 2004, the company introduced a measurement for product placement and branded content to help marketers understand the performance and value of in-show brand integrations that could not be easily skipped. [9] [10]
Some in the media buying and planning industry including Starcom expressed skepticism about IAG's online methodology for acquiring viewer data. [11] Over time IAG's methodology gained increased acceptance, leading more advertisers and all major TV networks to work with IAG prior to its 2008 acquisition. [12]
In 2006, IAG metrics were the first non- Nielsen ratings ever used by a media company, NBC, to guarantee the performance of its advertising to Toyota, J&J and Verizon. [13] In 2007, IAG began to integrate web and online video advertising metrics for its clients. [14]
In 2008, IAG was acquired by the Nielsen Company under the leadership of CEO David Calhoun. [15] The acquisition provided Nielsen with data on how consumers responded to television ads, alongside its measurement of TV viewership. [12] [16]
IAG's investors included Insight Partners, Bessemer Venture Partners, and AEA Investors. [17] [18]
Industry | Media |
---|---|
Founded | 1999 |
Founders | Alan Gould Eric Gould Ken Orkin |
Headquarters | New York City, New York, U.S. |
IAG Research was a media-measurement company [1] founded in 1999 in New York City by Alan Gould, Ken Orkin and Eric Gould. [2] IAG conducted research with viewers to measure the effectiveness of advertising and program engagement across television and the Internet. [3] [4] [5]
IAG was created to address growing concerns from large marketers that consumers were avoiding television advertisements because of ad-skipping DVRs, [6] and because of high levels of ad clutter on TV. [7] These concerns led marketers to seek out more granular forms of TV measurement, as TV at that time represented their largest ad expenditure. [8]
In 2004, the company introduced a measurement for product placement and branded content to help marketers understand the performance and value of in-show brand integrations that could not be easily skipped. [9] [10]
Some in the media buying and planning industry including Starcom expressed skepticism about IAG's online methodology for acquiring viewer data. [11] Over time IAG's methodology gained increased acceptance, leading more advertisers and all major TV networks to work with IAG prior to its 2008 acquisition. [12]
In 2006, IAG metrics were the first non- Nielsen ratings ever used by a media company, NBC, to guarantee the performance of its advertising to Toyota, J&J and Verizon. [13] In 2007, IAG began to integrate web and online video advertising metrics for its clients. [14]
In 2008, IAG was acquired by the Nielsen Company under the leadership of CEO David Calhoun. [15] The acquisition provided Nielsen with data on how consumers responded to television ads, alongside its measurement of TV viewership. [12] [16]
IAG's investors included Insight Partners, Bessemer Venture Partners, and AEA Investors. [17] [18]