• by Wayne Friedman , April 20, 2009

In move to boost its consumer research efforts, IPG's Emerging Media Lab has struck a major deal with West Coast entertainment research firm OTX. 

The 8-year-old OTX, based in Los Angeles, provides syndicated consumer research for movie studio, broadcast and cable networks, as well as video game publishers.

One of OTX's major areas of expertise is theatrical movie marketing. It tracks where media buyers can adjust plans to determine the awareness and intent levels of movie consumers. OTX also has a similar product in tracking TV shows' media efforts. Recently, it began another research product for video games.

"Research is more important than ever, especially in a recession economy," says Lori Schwartz, senior vice president and director of the IPG's Emerging Media Lab. "We felt that the lab's focus-oriented facility needed a partner in the space."

IPG says adding OTX as a research partner helped to activate much of the lab facility efforts. "The true value for us is that we have a powerhouse research firm as part of our products that we can take to agencies and brands," adds Jorge Chediak, vice president, director of planning and development, IPG Emerging Media Lab.

For its part, OTX gets access to hands-on media and entertainment technologies, as well as a place to bring consumers for focus-group research studies.

Bruce Friend, president of client development for OTX, says: "It is not always possible to go into people's homes. We saw a great opportunity to partner IPG [to do research] in immersive experiences."

The Emerging Media Lab's state-of-the-art facility includes a smart kitchen, digital living room, gaming room and digital out-of-home display.

"[The deal] allows clients to conduct research in a space uniquely situated to all forms of new media and have it run by OTX, whose experience and innovative approach yielded new and unique insights," said Beth Coleman, vice president of audience research for MTV Networks' Entertainment Group, in a release.

As part of the deal, IPG will have access to all OTX syndicated products, including TV Dailies, Movie Dailies, Video GamePlan, ConsumerMaps and others.