605, an independent TV measurement firm that offers advertising and content measurement, full funnel attribution, planning and analytics, today announced the addition of Tom O’Sullivan as Vice President of Sales. O’Sullivan brings over 30 years of market research, data analytics and sales and marketing experience to the company.
In this role, O’Sullivan will be responsible for managing and developing 605’s partnerships with Fortune 1000 advertisers and agencies, TV/cable networks, MVPDs, publishers and other media companies, as well as helping them to leverage 605’s vast deterministic TV viewership data to increase the effectiveness and efficiency of their media campaigns. O’Sullivan will report to 605’s Chief Revenue Officer Noah Levine.
“Throughout his career, Tom has demonstrated an ability to successfully build long-term, mutually beneficial client relationships in the media analytics space,” said Levine. “His proven track record leading in a dynamic environment, driving revenue and mentoring talent make him a strong addition to our organization. Tom brings a wealth of experience in the field, a keen eye for analytics and deep industry partnerships to the 605 team, and we’re thrilled to welcome him aboard.”
“I am honored to join the 605 team during this critical stage in the advancement of television measurement,” said O’Sullivan. “With its 100% matchable, deterministic TV viewership data from over 21 million households, 605 is poised to revolutionize the way in which marketers and TV networks can leverage cross-media measurement data to optimize consumer brand engagement.”
This hire is a strategic move that will help 605’s growing client base best optimize their marketing investment through the utilization of cross-media measurement services and technology.
Prior to joining 605, O’Sullivan served as Executive Vice President of Global Sales for Motista, an industry leader in predictive intelligence, where he enabled business leaders to accelerate customer acquisition and financial growth through advanced attitudinal and behavioral driven segmentation analysis. O’Sullivan has also held senior leadership roles at Analytic Partners, Symphony Advanced Media, Marketron Broadcast Solutions and Nielsen Media.
605 is an independent TV measurement firm that offers advertising and content measurement, full funnel attribution, media planning, optimization and analytical solutions on top of our 100% deterministic TV viewership dataset covering more than 21 million US households across all 210 DMAs. Our multi-source viewership dataset offers whole-home TV viewing visibility by combining the best attributes of set-top-box and ACR data. 605 is unique in that our multi-source viewership dataset supports 100% deterministic audience data activation at the household level while being reportable second by second with currency grade national and local projections methodologies, all privacy compliant.
605 does not buy nor sell media. We partner with brands, marketers, researchers, TV networks, TV distributors, local broadcast groups and agencies to shift the TV targeting and measurement conversation from age and gender to the actual KPIs that drive brand performance and return on ad spend from media investments. 605 offers unparalleled deterministic data activation leveraging our 21 million households to activate any dataset, large or small, on TV to support high-resolution measurement.
Backed by Dolan Family Ventures – the same family that developed prominent media and entertainment companies such as Cablevision, AMC Networks, HBO, MSG, Radio City Music Hall, News12 and more – 605 was formed through the acquisition of Analytics Media Group in 2016 – an early pioneer in the field of TV data analytics in Silicon Valley. The team, which combines leading cable and network executives with prominent data scientists and engineers, focuses on transforming media planning, selling, measurement and attribution solutions.