Industry veteran brings over 25 years of experience in TV and digital research, audience insights, sales, and data strategy
MRI-Simmons, the essential consumer truth set, announced the addition of Brian Katz as Vice President of Advanced Advertising. Based in New York, Katz will play a critical role in the growth of advanced advertising revenue and product innovation for MRI-Simmons. Working closely with the commercial team, he will be tasked with helping publishers, media, and alternative measurement companies leverage MRI-Simmons’ trusted consumer truth set for advanced advertising initiatives.
“We see the advanced advertising ecosystem as an area that is rife with opportunity, and I am excited to add Brian to lead the growth of this sector,” said Josh Pisano, SVP of Business Development and Product Strategy at MRI-Simmons. “Brian’s extensive experience in media will help accelerate the utilization and adoption of MRI-Simmons’ essential consumer insights throughout the advanced advertising landscape.”
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Prior to joining MRI-Simmons, Katz served as SVP of Sales at 605, an independent TV measurement firm offering advertising and content measurement, full-funnel attribution, media planning, optimization, and analytical solutions. At 605, he recruited and managed a sales organization that spanned MVPD, programmer, agency, and brand verticals. Katz has also held leadership roles at Eyeview, TiVo Research, and NBC Universal.
“MRI Simmons has been a leader in the data-driven linear insights and planning space for decades, and I could not be more excited to help them expand into addressable and digital activation,” said Katz. “The industry is focused on leveraging the most impactful datasets for cross-screen optimization and outcome-based performance, and our clients have already seen significant results in driving campaign success. Our data is nationally representative and privacy-compliant, which has been a challenge with others in the space.”
Katz’ appointment comes at a time of ongoing product innovation at MRI-Simmons. After launching its USA Study in 2021, MRI-Simmons is now working with various identify partners to scale its representative panel for the purposes of media planning, optimization, and activation beyond linear TV into addressable and CTV / digital channels. Programmers, agencies, and brands are now able to leverage MRI-Simmons’ leading consumer truth set to drive performance lift across key KPIs, including awareness, tune-in and sales lift.
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