Nielsen Rivals Polish Their Credentials

Measurement firms are working hard to polish their credentials with the news that a handful of big media firms are looking to fund alternatives to Nielsen.

Rentrak boosted its research capabilities Thursday naming two former agency research executives to top positions in the company. Former ZenithOptimedia executive Bruce Goerlich was named chief research officer while Michael Vinson was appointed VP-statistical sciences and analytics. Vinson was formerly with Starcom MediaVest Group.

While the two have been at Rentrak for some time without official titles, the announcement sharpens Rentrak’s intention to compete in the video measurement field with the big guns. According to the release, the newly created positions will help the Portland, Ore.-based firm develop new research products with “performance information regarding video advertising from traditional linear TV, video-on-demand, the Internet or mobile devices.” Sounds just what the big media consortium, known as the Coalition for Innovative Media Measurement, is looking for.

Goerlich also serves as co-chair of the Advertising Research Foundation’s 360 Media Planning Committee. Vinson, formerly SVP and managing director of digital insights and analytics, also worked at erinMedia. Interestingly, erinMedia had attempted to become a viable alternative to Nielsen several years ago. The firm is reportedly now defunct.