Umbel Hires Media Research Veteran Evans

US digital audience measurement company Umbel has appointed media research veteran Dr Thomas Evans as Chief Research Officer (CRO), overseeing all the firm's research activities and methodological development.

Founded in 2010 and currently in private beta, Umbel develops audience measurement technology that cross-correlates data from social media and other sources to provide publishers, agencies and advertisers with insights into the people who engage with a site, service or brand.

Earlier this year, the company raised $3.7m in a Series A round of financing, and appointed former Arbitron exec Paul Krasinski as its new CEO.

Evans joins with more than 30 years' research experience - gained on the client side at ESPN, Westwood One and ABC (American Broadcasting Company) and supply side at Nielsen Media Research and Arbitron. He previously served as Chairman of the Media Rating Council and held a seat on the Audio Research Committee of the Interactive Advertising Bureau (IAB), and currently he serves as co-chair of various committees of the Advertising Research Foundation (ARF).

In his new role, Evans is tasked with examining any 'inconsistencies' with traditional media measurement, and with improving standards for measuring digital audiences.

Co-founder H.O. Maycotte comments: 'Users are consuming news, entertainment and advertising through digital channels that are extremely measurable, yet the market is still left with dated research approaches to address these audiences. Tom will provide invaluable expertise to enable Umbel to leverage traditional research principles and then extend them using innovative technologies like social and big data to increase research relevance to brands.'

Web site: www.umbel.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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