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VP, Digital Ad Sales Research / Advanced Targeting Solutions
A+E Networks
New York, NY, United States
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Job Description
A+E Networks is seeking a VP of Digital Research / Advanced Targeting Analytics to oversee research efforts for its digital portfolio and cross-platform (linear + digital) data-driven targeting strategies. The A+E portfolio includes linear networks, websites, mobile apps and OTT apps across A&E, FYI, HISTORY, LIFETIME, LMN, BIOGRAPHY and emerging digital brands. Lead a team charged with leveraging data to drive revenue growth while advocating for industry-wide innovation in the digital measurement and advanced targeting space.
• Oversee the Digital Ad Sales Research team efforts, including KPI reporting, audience profiling, competitive positioning, RFP responses, sales collateral and ad effectiveness research
• Lead the development of advanced targeting strategies for the digital and linear businesses, includes: partnering with agencies and marketers in negotiating strategic targets for revenue optimization; evaluating datasets and technologies that maximize the data-driven selling process and offer best-in-class solutions for clients
• Educate internal stakeholders about trends in the Digital and Advanced TV Targeting space (consumer insights, evaluate technologies/methodologies, measurement challenges, etc.), delivering strategic recommendations (POV’s) that fuel data-driven decision making, and a forward-thinking investment strategies
• Oversee relationship with syndicated digital data providers including Nielsen & ComScore, ensuring that A+E is properly represented in the marketplace, monitoring competitive rankings, and collaborating with vendors as their products evolve.
• Evaluate behavioral datasets for linear measurement to ensure A+E is leveraging the optimal data for advanced targeting efforts.
• Manage A+E participation in the testing of new audience measurement products, including the coordination of code implementation, meta data, reporting, analysis, vendor feedback, and data harmonization
• Position A+E Networks as a leader in Digital Research by delivering presentations to agencies, clients, and colleagues. Represent A+E on industry committees, trade associations and customer advisory boards, pushing for measurement innovation that aligns with A+E’s strategic interests
• Leverage Social Media listening, monitoring and optimization tools to support sales, marketing, PR, acquisition, engagement and retention objectives
• Identify and supervise custom research opportunities that embrace new data sets to demonstrate the value of A+E inventory across emerging brands and platforms
Qualification Requirements
REQUIRED EXPERIENCE
• Bachelor’s degree (MBA or Masters degree in a quantitative discipline preferred)
• 10+ years Media Research experience, with 5+ years in digital role
• In-depth knowledge of ComScore & Nielsen Linear and Online syndicated product suites (VideoMetrix, VCE, VME, Planmetrix, VideoCensus, OCR/DAR, DPR/DCR, @Plan)
• Extensive experience with app analytics across both mobile apps (iOS, Android) and connected device apps (Amazon Fire TV, Apple TV, Chromecast, Playstation, Roku, Xbox)
• Familiarity with the key players in the Social measurement ecosystem, with a clear vision for leveraging social data to delivering actionable insights
• Savvy with respect to the technical concepts and workflows that underpin digital video measurement (tagging, SDKs, etc.), along with a working knowledge of the contemporary video ad tech landscape: ad servers, viewability vendors, DMPs, DSPs, SSPs, yield management tools, etc.
• Proven leader with extraordinary communications and interpersonal skills that complement a data-driven mindset
• Strategic thinker with ability to formulate innovative solutions to complex problems and keep ahead of industry trends
PREFERRED EXPERIENCE
• Experience with television data sets spanning both traditional (Nielsen) and emerging (Comscore, 4th Wall, Tivo, Samba) sources
• Knowledge of the broader online video ecosystem (MCNs, SVOD, Newfronts, TV Everywhere, etc.)
• Familiarity with BI & cross platform video research efforts, and the challenges with normalizing data sets across television, VOD, OTT, Mobile, Web, SVOD and DTO
• Hands on experience with site-side digital data sets (Adobe Omniture Analytics, Google Analytics) and ad serving data sets (Freewheel, DFP, DFA, Sizmek)
• Exposure to large consumer data sets (both offline and online) leveraged for building custom targets, such as Acxiom, Experian, Epsilon, Datalogix, Exelate, and BlueKai