Adgile Media, real time TV analytics and effectiveness business, has announced the formation of a new Advisory Board.

A first for the business, the board will bring together a diverse team of issue experts and thought leaders across a variety of disciplines in the TV, and broader communications space, encompassing research, technology, strategy, marketing and media.

The remit for the board is wide, with members forming a think tank that provides strategic guidance and counsel to Adgile Media across all facets of the company including technology, operations and global expansion.

The Adgile Media advisory board will be made up of:

• Karen Nelson-Field PhD – Founder & CEO, Amplified Intelligence / Professor of Media Innovation, University of Adelaide;
• Anthony Fitzgerald – ex CEO, Multi Channel Network / ex Network Director of Sales, Seven Network Ltd;
• Paul Evans – Board Advisor, Brand Advance / Mentor, Media Trust / ex Global Head of Media, Vodafone;
• Justin Lebbon – Co-Founder & Director, Mediatel Events Ltd;
• Grant Wechsel – President, Ortus Mining Capital / Executive Director, MPX.

Adgile Media’s chief innovation officer, Shaun Lohman said: “Challenging the status quo of TV’s measurement landscape and conventions is at the heart of everything we are doing here at Adgile.

“With our Advisory Board we have brought together a group of liked minded people who are extremely experienced and have a depth of relevant expertise, complimentary skills and a commitment to shaking things up. Frankly it’s a bit of a dream team for us.”

Advisory Board member Karen Nelson-Field (featured image) said: “I am passionate about the Attention Economy and technology supported research.

“Adgile Media’s platform is unique in terms of real time data analytics provision for television advertising and certainly compliments the research I have been doing around attention-based metrics.

“Being part of the Advisory Board will give me the ability to work closely in partnership with Adgile in an attempt to build more robust and holistic TV and all screens metrics.”

Fellow member Anthony Fitzgerald commented: “For some time I have been quite vocal that a complete reinvention of TV measurement using new digital metrics that move beyond average audience, CPM, reach and demographics to more accountable engagement, attention and business impact metrics is urgently required.”

He added: “Change to TV measurement needs to happen now, and quickly, if TV broadcasters are to compete effectively in the future.

“Adgile Media’s platform is a big step forward in realising this change, these guys have looked at TV measurement through an attribution and effectiveness prism and designed technology that focusses primarily on measurement of results rather than audience.

“This is completely in-line with my worldview on the TV measurement issue so I am delighted, and excited, to be working with Adgile as part of the Advisory Board.”

The Adgile Media advisory board will convene every month.