In a move to expand the research capabilities and value of its digital properties, NBCUniversal has named Jonathan Gibs to the newly created position of senior vice president of Digital Research for NBCUniversal’s Entertainment & Digital Networks and Integrated Media division. All of the television network websites are within his purview, as are its standalone digital businesses iVillage, DailyCandy, Fandango and Television Without Pity.

Gibs will report to Nick Lehman, president of Digital for E&DN/IM and Tony Cardinale, executive vice president, Brand Planning and Strategic Insights for E&DN/IM. He also will be hiring additional staff members to support his work in generating consumer insights that will drive content and audience development strategies and elevate the value of NBCUniversal digital properties for its marketing partners.

“Jon brings an incredible depth of research expertise in the digital space that will not only help drive our digital content and commerce strategy, but will be invaluable for our advertising partners – helping them to create effective campaigns that resonate on all screens,” Lehman said.

Gibs also will work closely with each of the research leads for the TV brand’s online platforms within E&DN/IM, which include Telemundo, Bravo Media, Oxygen Media, Style and mun2.

“Knowing our audience inside and out is critical to the success of our business. This is particularly true in digital marketplace where consumer behaviors are changing with the rapid advances in technology and social media,” said Cardinale. “Jon’s extensive research experience with a wide range of digital platforms will be a tremendous asset as we move forward.”

Gibs joins NBCUniversal from Nielsen Co., where he was senior vice president, Analytics and Insight for Media and Advertising Analytics. While there, among other achievements he spearheaded research into the relationships between social media usage and TV viewership. Before Nielsen, Gibs was an analyst and analytics director at Jupiter Research.