NEW YORK Media research company Rentrak has hired two former Publicis executives for senior posts.
Bruce Goerlich (pictured) becomes research officer and Michael Vinson joins as vp statistical science and analytics. Both are new positions at the Portland, Ore.-based firm.
Goerlich had been president of strategic resources at Publicis media agency network Zenith Optimedia N.A. until his January departure. A 25-year media research veteran, Goerlich previously served as chairman of the Advertising Research Foundation and is a past president of the Market Research Association.
Vinson, who holds a Ph.D. in theoretical physics, was previously svp and managing director of digital insights and analytics at Publicis’ Starcom MediaVest Group. Before that, Vinson worked at erinMedia as chief research scientist, where he was granted seven patents relating to mathematical methods for estimating demographics from privacy-compliant digital set-top box data.
Commenting on the appointments, Bill Livek, CEO at Rentrak, said, “As Rentrak expands its offerings to incorporate more sophisticated reporting and market research information services, [these] newly created positions are part of a company growth strategy that will further drive us to deliver indispensable information and unique knowledge to our customers.”
Rentrak has worked with a number of pay TV distributors to track viewing of VOD offerings and other viewing patterns that can be monitored via set-top boxes. As viewing continues to fragment, set-top box data has attracted greater attention from advertisers, agencies and media companies seeking better reads on the extent to which content is viewed or avoided.
Goerlich said he’s looking forward to working with the company “to create new services that integrate syndicated and custom marketing data to provide our customers with advanced measurement information.” Doing so across multiple screens will be crucial, he said.
Vinson echoed that sentiment, noting Rentrak’s resources “to handle the vast amount of digital data originating from VOD, online, mobile and set-top box sources.”