Amid rapid growing data alternatives in the TV/media space, upstart video measurement company VideoAmp has made two major structural changes, including the departure of its founder and CEO Ross McCray and a workforce reduction of 20%, according to a company release. Peter Liguori, a veteran TV executive with experience at Tribune Media, Discovery Communications, and Fox Entertainment, will assume the role of executive chairman. Additionally, Peter Bradbury, a former senior executive at Nielsen, will join the company as chief commercial and growth officer.
VideoAmp has made significant headlines over the past year, striking major deals with large TV network-based media companies. Paramount Global, Warner Bros. Discovery, NBCUniversal, Hallmark Media, and others have all completed measurement deals with VideoAmp. These alternative measurement companies are positioning themselves to compete with Nielsen by catering to the needs of growing connected TV/streaming platforms while still serving declining linear TV networks.
Notably, last year Allen Media Group signed a 10-year deal with VideoAmp, making it the primary and preferred advertising currency. This move further solidified VideoAmp’s position in the industry.
The TV/media landscape is undergoing a rapid transformation, with increasing demand for accurate and comprehensive measurement solutions that can effectively capture viewership across various platforms. As VideoAmp restructures its leadership and reduces its workforce, it aims to position itself for continued success in this evolving industry. With Peter Liguori and Peter Bradbury bringing their extensive industry expertise to the company, VideoAmp is poised to navigate these changes and emerge as a leading player in the alternative TV measurement space.
The industry will be closely watching VideoAmp’s next steps and how it adapts to the evolving demands of the TV/media landscape. As streaming and connected TV platforms continue to gain prominence, the need for accurate measurement solutions will only intensify. VideoAmp’s partnerships with major media companies provide a strong foundation for growth, but the company will face significant competition from other alternative measurement providers such as iSpot.tv and Comscore.
With the exit of Ross McCray, VideoAmp enters a new chapter under the leadership of executive chairman Peter Liguori. Industry insiders will be eager to see how his extensive experience and strategic vision shape the company’s future direction. Peter Bradbury’s appointment as the chief commercial and growth officer brings further industry knowledge and expertise to drive VideoAmp’s expansion efforts.
As the media landscape continues to evolve, alternative measurement companies like VideoAmp will play a crucial role in providing accurate and comprehensive data to advertisers and content creators. The shift towards digital platforms and the decline of traditional linear TV necessitates innovative solutions that can capture viewership across various channels. VideoAmp’s restructuring and leadership changes reflect its commitment to meeting these demands and driving the next phase of growth in the TV/media industry.
