CBS, OMD partner for research

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CBS Vision, the research division of CBS Corp., and OMD announced a new research partnership that will allow OMD’s clients access to the CBS Television City research facility housed in the MGM Grand Hotel in Las Vegas.


The new venture will be called Communications [email protected]

CBS’s Television City is a well-established research facility that incorporates traditional qualitative and quantitative methods like focus groups and surveys, as well as advanced bio-metric techniques such as eye tracking and brain scanning using NeuroFocus technology, in a transparent research environment. Located in one of the most popular tourist attractions in Las Vegas — the MGM Grand Hotel — the facility provides singular, organic access to more than 1.1 million visitors annually, representing a geographic, demographic and psychographic cross-section of the US consumer population. As a result, highly specific consumer samples can be easily recruited from a visitor population that has historically been highly inclined to participate in media, entertainment and advertising research efforts.

Packaging this suite-of-services, ongoing and immediate audience access, and state-of-the art facility under the banner of the Communications [email protected], OMD will be offering its clients comprehensive evaluation and analysis of multi-platform communications, encompassing both traditional and digital media, separately and in combination.

Techniques and technologies available to OMD clients through Communications [email protected] include:

Cross media effectiveness testing, incorporating traditional TV and Print, and Digital platforms including Mobile, ITV 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 [email protected] 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 [email protected], which will also offer significant cost savings compared with standard rates for comparable traditional research, has been rapid and robust, with Hershey’s, McDonald’s and Pepsi among the leading brands that have signed on as charter users.

Client research at Communications [email protected] will be overseen by OMD Research and Business Intelligence staff. Recruitment and technical operations at the facility will be provided by CBS Vision while all comprehensive client analysis and reporting will be performed by OMD. For focus group work, OMD Research will determine whether to use a CBS Vision moderator or a different moderator depending on the specifics of each project.

OMD estimates that clients will be utilizing the full suite of research services at the Communications [email protected] in early 2010.