Greenberg joins the firm after spending 13 years with The Weather Channel, during which time he created research projects focusing on advertising impact, behavioural metrics and cross-media metrics. He was also responsible for online research for The Weather Channel’s website, weather.com.

Before his spell at The Weather Channel Greenberg worked in leadership and analytical roles at cable networks NBC Cable, MTV Networks and E! Entertainment Television.

He has also sat on industry bodies including the Advertising Research Foundation’s Video Committee, the Cable Advertising Bureau Research Committee and the Media Ratings Council.

At Ipsos Greenberg will be responsible for leading syndicated research examining consumers in the digital age, which will be used to provide usage, attitude and future intent metrics.

Ipsos OTX MediaCT president Bruce Friend said: “Ned Greenberg is a highly respected and accomplished media research expert and we are excited to welcome him to the Ipsos OTX team.”

“Our syndicated research services team prides itself on delivering insights that enable clients to navigate this challenging marketing environment. Under Ned’s leadership the team will continue to build on their positioning as the leading authority on consumer preferences and help clients connect with the evolving media, content and technology space.”