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CBS and OMD Partner to Provide the Agency With Access to the Network's Television City Research Facility in Las Vegas
Date:11/9/2009

V and Gaming
  • Determining effective levels of multi-media exposure
  • Eye tracking to optimize digital, mobile and video game ad placements and sizing
  • Brain scanning to explore the neuro-science of consumer response to advertising
  • Ongoing evolution of new measurement techniques parallel to media innovation and the emergence of new technologies
  • "Beyond the state-of-the-art research capabilities, top flight professional recruiters and moderators, and a continuous, diverse sample pool, our Television City facility offers a benefit that is unique in the industry -- and invaluable to marketers," said David Poltrack, Chief Research Officer and President of CBS Vision. "Because we are an entertainment destination, marketers can see how consumers engage across media platforms in a mode that more closely resembles the way they engage with media in real life. The opportunities for enhanced insights for OMD clients, and shared learning between CBS Vision and OMD, are significant and exciting. We applaud OMD for being the first ad agency to take advantage of the research capabilities offered at Television City."

    "We're proud to bring this outstanding and unprecedented research architecture -- enabled by the strong relationship between CBS and OMD --to our clients," said OMD CEO Alan Cohen. "With this partnership, our two organizations are driving a seismic shift in the media effectiveness research paradigm - from siloed and synthetic, to integrated and organic. Communications Lab@OMD represents the next evolution in media research - true, multi-platform engagement that gives marketers a higher level of insight into how their consumers interact with brands and messages across all media environments."

    According to Cohen, client interest in Communications Lab@OMD, which will also offer significant cost savings compared with standard rates for comparable traditional research, has been rapid and robust, with
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    SOURCE Omnicom
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