IAG Research
| 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]
Venture Partners[edit]
IAG's investors included Insight Partners, Bessemer Venture Partners, and AEA Investors.[17][18]
References[edit]
- ^ "Nielsen to Buy IAG Research for $225 Million". adage.com. 2008-04-07. Retrieved 2020-09-03.
- ^ "Start-Up Helps Marketers Gauge Success By Drawing Consumers to Survey Site". The Wall Street Journal. Retrieved 2021-12-02.
- ^ "Questions for … Alan Gould". The Wall Street Journal. Retrieved 2021-12-02.
- ^ "Data Geeks Make Good". Bloomberg. Retrieved 2021-12-02.
- ^ "TV Ads: Measuring Viewer Engagement". Bloomberg. Retrieved 2021-12-02.
- ^ "The death (and rebirth?) of TV". CNN. Retrieved 2021-12-02.
- ^ "Ad Clutter Reaches All-Time High in Some Dayparts". Adweek. Retrieved 2021-12-02.
- ^ "Ad Evolution". Raconteur. Retrieved 2021-12-02.
- ^ "MindShare to Use IAG Product Placement Service". adage.com. Retrieved 2022-01-19.
- ^ "IAG Ranks Top Integrations". Adweek. Retrieved 2022-01-19.
- ^ "Research Firms Tackle Ways To Measure Placement". Adweek. Retrieved 2022-01-19.
- ^ a b "Nielsen buys IAG Research for $225 million - Apr. 7, 2008". money.cnn.com. Retrieved 2020-12-16.
- ^ Steinberg, Brian (2006-07-21). "NBC Bets Its Viewers Pay Attention". The Wall Street Journal. ISSN 0099-9660. Retrieved 2020-09-03.
- ^ "Data Geeks Make Good". Bloomberg.com. 2007-11-26. Retrieved 2020-09-03.
- ^ Elliott, Stuart (2008-04-08). "Nielsen's Latest Purchase Is Audience Research Firm". The New York Times. ISSN 0362-4331. Retrieved 2020-09-03.
- ^ "TV Ads: Measuring Viewer Engagement". Bloomberg.com. 2009-04-22. Retrieved 2020-12-16.
- ^ Steinberg, Brian (2006-05-24). "Venture-Capital Firms Buy IAG Research Stake". The Wall Street Journal. ISSN 0099-9660. Retrieved 2020-09-03.
- ^ "SFW Acquires AgData". themiddlemarket.com. Retrieved 2022-01-19.