Focus on personalized and engaging creative is here, says industry veteran Brian Katz, Magid’s newest SVP
NEW YORK, May 8, 2019 – Magid announces the hiring of media and entertainment industry veteran Brian Katz as SVP, Product and Data Strategy, EmotionalDNA®. Katz joined the team on April 29, 2019 with extensive experience in media research, data strategy and audience attribution. Based in New York, Katz will play a senior role in the future of Magid’s EmotionalDNA (eDNA) product.
Magid’s eDNA is a proprietary dataset that captures and maps the nuances of consumer emotion to both linear and OTT television content and advertising to improve the efficacy of content discovery, engagement and advertising performance. Over the past five years, media and entertainment industry leaders have woven eDNA insights into their data ecosystems to make faster, more effective business decisions.
“As the market continues to scale with addressable and attribution-based solutions, getting creative right is critical. eDNA goes beyond audience targeting and provides context to emotional connections that exist between content and ads, which has proven to drive performance,” says Katz. “We can help clients test ads and promos to stay on brand, place them in the most relevant and impactful content, and match content types together. We’re actively innovating this product and believe it is a unique and valuable dataset for our brand, agency and content partners.”
Katz has had a successful career leading research and insights teams at Paramount and NBCUniversal, and media partnerships at TiVo. Most recently, he served as Vice President, Head of Advanced TV for Eyeview, a video marketing company disciplined in creative personalization and driving outcomes. He holds a B.A. in Psychology from Queens College and M.A. in Media Studies from The New School in New York.
“Emotions drive every purchase and brand decision humans make. EmotionalDNA is already used by nearly every major player in our industry to enhance video content viewing and advertising ROI,” says Kate Morgan, Chief Product Officer and head of the Global Media & Entertainment practice. “We are excited to have Brian’s extensive knowledge and experience on our team as we look to integration opportunities and new eDNA product extensions, including movies. His experience will be invaluable to ensuring we meet our clients rapidly evolving needs in the area of attribution, advertising context and audience measurement.”
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.