WPP's Kantar Media has appointed Jeffrey Boehme to the new post of chief research officer for the North American region of its audiences sector, the unit that develops TV, Internet and radio audience measurement services.
Boehme will be based in New York and oversee the company's research efforts with a focus on methods and procedures, advanced measurement techniques and modeling, the company said. He will also serve as the chief liaison with industry associations and support initiatives to identify new research products and applications for so-called return path data (RPD) that stream from set-top boxes and other digital media technologies.
Boehme was most recently svp, advanced TV services, for the Nielsen Co. At Nielsen, Boehme was responsible for the overall development of Nielsen's strategic vision and implementation of RPD value propositions, and served as the company's liaison to various industry organizations.
"RPD utilization for emerging applications like addressable and interactive advertising, electronic program guides, data overlays, media planning and ROI is evolving rapidly," said George Shababb, president of Kantar Media's audiences unit. "Jeff is one of the leading thinkers and voices in RPD today. Having him join our senior management team allows us to continue to be at the forefront of strategic RPD insights and innovative developments."
Prior to Nielsen, Boehme was svp, research and marketing for National Cable Communications, where he led initiatives in the development of spot cable advertising media metrics. Earlier, he served as director of research and marketing for National Cable Advertising and was director of research for Seltel, as well as serving in various sales and audience measurement positions for Cap Cities/ABC and the NBC Television Network.