CBS, OMD engage the seismic shift
Eye tech. CBS Vision, the research division of CBS Corp, and OMD have announced a new partnership, Communications Lab@OMD that will give the media agency access to the CBS Television City research facility in Las Vegas. The move will allow OMD to offer its clients analysis of multiplatform comms using brain scanning to explore the neuroscience of consumer response to advertising, eye tracking to optimize digital, mobile and video game ad placements and sizing, as well as ‘new measurement techniques parallel to media innovation and the emergence of new technologies’.
“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,” says Alan Cohen, OMD’s CEO. “Communications Lab@OMD represents the next evolution in media research – true, multiplatform engagement that gives marketers a higher level of insight into how their consumers interact with brands and messages across all media environments.”
