Channel 4 Names New Ad Research Head

UK TV broadcaster Channel 4 has appointed Martin Greenbank as Head of Advertising Research & Development, to lead and develop the firm's commercial research strategy. He will join at the end of the year, replacing Sue Gray who has moved to the BBC as Head of Audience Measurement.

Greenbank (pictured) joins from media agency Arena Media UK, where he worked for more than nine years and latterly served as Head of Intelligence. Earlier in his career, he was Media Group Manager at Mediacom, and Client Services Manager at Carat. In addition, he sits on the advisory panel for the IPA Touchpoints study.

In his new role, Greenbanks will work alongside Channel 4's Advertising Sales team, as well as with agencies and advertisers, in order to commercialise the insight from the broadcaster's viewer database of nine million registered viewers. He will also head the company's audience measurement strategy across platforms, and engage with joint industry committees and trade bodies such as BARB and UKOM.

When he joins at the end of 2013, he will report to Director of Audience Technologies & Insight Gill Whitehead, who comments: 'Martin will bring his wealth of insight, planning and leadership expertise to help take the next phase of our data strategy to market with advertisers. I'm really looking forward to welcoming Martin on board our senior team.'

Greenbank will replace Gray, who joined the BBC in June, after five years at Channel 4. Prior to this, she was a freelance research consultant, she served as Head of Research at BBH, and she was Research Manager at Channel 4, where she worked for six years.

Web site: www.channel4.co.uk .