Last year, IAG raised $47.5 million from two venture-capital firms, Insight Venture Partners and Bessemer Venture Partners, to expand its research to commercials that run in emerging-media venues such as video on demand and mobile devices. Mr. Gould said he expects the company to roll out products that look at Spanish-language TV as well as web video and video on demand.
More response gauges sought
"Our clients are very interested in being able to compare those new platforms or opportunities to television," he said. IAG's clients include American Express, Toyota, Procter & Gamble, AT&T and many of the major broadcast networks.
IAG specializes in measuring viewers' response to ads, not only how well people recall ads, but also to what degree they liked them. As measuring consumer response online becomes easier, pressure has come from advertisers to devise similar ways to gauge response to more traditional forms of advertising.
Prior to joining IAG in 2003, Mr. Gould worked as a finance executive for 16 years, holding positions at both Credit Suisse First Boston and Merrill Lynch. At CSFB, he was the global head of U.S.-treasury-option trading. He is the brother of Alan Gould, IAG's co-chief executive.