Effectv, the advertising sales division of Comcast Cable, today announced the appointment of John Brauer to vice president, insights and analytics.
Brauer had been leading the company’s research team on an interim basis since May 2020. In his newly promoted post, he will now officially be helming the newly formed Insights & Analytics department, which is responsible for spearheading data science, analytics, measurement, marketer insights, and advertising effectiveness research. His team will also collaborate closely with several disciplines across Effectv, most notably sales development, marketing, sales, product management, engineering, technology and operations to drive business results for clients and the company.
Brauer will be based in New York and reports to Effectv General Manager James Rooke.
“I’m very honored and excited to officially be leading the team in this new capacity,” Brauer said.
“How we work with data to derive insights is a key differentiator and core capability in today’s dynamic and fragmented media landscape. At Effectv, we’re taking those insights and turning them into actionable to-dos for marketers so that they can better understand how to effectively reach audiences across all of their TV and video viewing.”
“At Effectv, we are pioneering new ways to bring together the best of digital with the power of TV as we enable our marketers to deliver to their audiences across screens with the right proof of performance. The intersection of data excellence and rich marketer insights plays a vital role in helping us to deliver on that promise and under John’s leadership, we’ve already made significant strides in this direction. We are now focused on further accelerating our investments in these capabilities as he steps into his new role,” said the company’s general manager, James Rooke.
Since joining Effectv in 2018, Brauer has led several major data science and analytics initiatives aimed at developing methods to measure and improve cross-platform video effectiveness. For instance, his team enhanced Effectv’s first-party tune-in attribution process to handle higher scale and provide extensible pipeline for future proof-of-performance reporting.
Brauer brings more than 15 years of experience in the media and advertising technology industry, with expertise in advanced analytics, audience and advertising innovation. Before joining Effectv as an executive director overseeing advanced analytics in May 2018, Brauer was a senior technical product manager at Amazon, where he designed a system to attribute the company’s product sales to advertising impressions trafficked across platforms and screens.
Prior to that, he was a senior director overseeing optimization products at NBCUniversal. He came to NBCUniversal from Vevo, where he managed teams spanning technical product management, business intelligence and product analysis. Brauer also previously served as a director of data and analytics at video platform company JW Player. He began his career at Nielsen, as an analyst working on insights and innovations.
Brauer holds a B.A. in liberal arts, with a concentration in international affairs from Vermont’s Bennington College.
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.