Mark McLaren
IPSOS MediaCT VP, Audience MeasurementMark McLaren oversees research for several Ipsos MediaCT syndicated products including the LMX Longitudinal Media Experience portfolio of studies that examines and measures emerging technology and media behaviors. This year, Mark’s division will launch Brand Match, a new research product that examines brand health, brand affinity, and the connections among brands. Mark’s experience spans research and business development functions. Prior to joining Ipsos, Mark held several positions with with GfK Mediamark Research & Intelligence, where he led international expansion initiatives for the GfK MRI Syndicated Starch print ad readership service. In 2010 Mark was instrumental in launching GfK MRI StarchMetrix in Canada. Mark holds an MBA from New York University Stern School of Business, where he graduated with distinction. Mark holds a BA from Boston College, and an MM from Boston University.
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TV Squared: Programming the Second Screen
Date/Time: 11:30 AM
When the TV goes on, tablets light up. A new 21st Century prime time behavior across America is both a threat and an opportunity to the signature medium of the last century. TV programmers and advertisers either can capture this new dual-screen multi-tasking behavior to enhance engagement with their content, or they can lose their precious TV audiences to distraction. The game is on. Social TV is but one early tactic for capturing this energy. But every network and cable brand, along with a gold rush of third parties, are experimenting with ways of using the new device to deepen the TV experience but also get that feedback and interactive loop with users that ITV long promised but never delivered. The TV providers and their advertisers tell us how they plan make tablets a plus rather than a minus in the new equation of TV squared.
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