Mediaprobe Hires Goncalves as Advisor

Porto, Portugal-based Mediaprobe has appointed media executive Tony Goncalves as advisor. The firm uses galvanic skin response (GSR) to measure engagement with media second-by-second, and was previously known as MindProber.

Originally known as MindProber, Mediaprobe was launched in 2018 by CEO Pedro Almeida and CTO Nuno Dias, aiming to use neuroscience / biometric techniques to measure true audience engagement with audio and video, and get a better view of media quality and impact. Having tested a number of options the firm settled on GSR as the most practical and reliable method. Its solution delivers emotional impact scores (EIS) at scale, allowing out-of-lab and real-time tracking of audiences' emotional engagement with media content. The firm also boasts 'the world's largest database of emotional reactions to content', comprising over 200,000 hours of biometric reactions to TV content.

Goncalves (pictured) is the CEO and founder of The Evrose Group, a growth strategy and transformation consulting firm for media, tech and entertainment clients, with a particular focus on helping Portugal-based founders and businesses to succeed. He worked previously in senior roles for WarnerMedia and AT&T, and helped to pioneer and steer advancements such as the global launch of HBOMax and AT&T's pivot into streaming video with the debut of DIRECTV NOW. He has also run a venture portfolio, steering multiple companies to billion-dollar exits, including the sale of Reese Witherspoon's media company Hello Sunshine to Blackstone.

Almeida says the new arrival has 'vast leadership experience that is proving valuable in dealing with the complex media and entertainment industry'. He adds: 'His strategic and go-to-market guidance has been critical as we continue to scale our US business and introduce more companies and brands to the value of quantifying and understanding the emotional engagement of audiences'.

Web site: www.mediaprobe.com .