Commentary
The Collaborative Alliance Rides Again
- by Mitch Oscar , Op-Ed Contributor, February 17, 2009
Its mission is to provide media professionals, advertisers
and their agencies in attendance with the opportunity to make sure they "get it right" so that the applications developed meet the specific needs of marketers in their quest to provide the best
possible platform for their messaging and consumer engagement. The technologists, distributors and researchers contribute engineering time, resources/content and technological wizardry to create
prototypical models for the venture. In exchange, they ask that those who attend the forum contribute brainpower (marketing and media) and assets (video and branded).
The aim of The
Collaborative Alliance is to help navigate the future of the consumer and advertiser relationship within the evolving televisual landscape. If you are curious about its evolution or wish to attend --
food for thought and stomach -- please let me know (mitch.oscar@mpg.com).
KEYNOTE PRESENTATIONS
Acxiom/Time Warner/Navic Case
Study
Leading data management company Acxiom, cable operator Time Warner and interactive technologist Navic have recently completed a market trial that married linear cable inventory,
interactive television applications and lifestyle data. Acxiom's Joshua Herman, Navic's Tom Walsh and MPG's Mitch Oscar will share their experiences, processes and learnings from their interaction
with the consenting constituencies i.e., the advertisers, the ad agency, the cable system operator, the interactive TV technologist and of course, the manageable data.
TRA
Global
TRA Global is a media and marketing research company that provides media measurement and ROI reporting, including second by second census level TV audience measurement and TV
program targeting based on actual historical purchaser data. Mark Lieberman, co-founder and CEO, and Bill Harvey, co-founder and President, will provide a succinct overview of their services as well
as share some of their discoveries and insights.
What Clients Want - The Consultant's Perspective
The consultant's role as intermediary between marketers and agencies
gives them a unique vantage point on how marketers are embracing (or not) new and emerging televisual applications. What are the biggest issues in this area that marketers are facing today and how are
they asking their agency and media partners to help them? Our panel will include three top agency consultants: Ken Robinson, Principal, Ark Advisors; Stephen Boehler, Founder, Mercer Island Group; and
Jane Twyon, President, Worldwide Media Directors.
Creative Televisual Applications
Alcatel-Lucent and Ensequence provide software and services that enable televisual
distribution platforms (cable, satellite, IPTV) to offer scalable interactive applications. Alcatel's Mark Janes, Director of Business Development and Marketing, and Ensequence CEO Dalen Harrison will
provide case studies that demonstrate the interactive TV experience from a consumer centric U.S. and European vantage point.
Set Top Box Consortium
On January 7, The
Collaborative Alliance hosted a luncheon with researchers (agency, content providers, independents), technologists, distributors and creative types as well as some friends and family to dialogue about
issues and data affecting the evolution of set top box reportage. All and more will be shared.
Knowledge Networks/Statistical Research
Market research and consulting
firm Knowledge Networks/Statistical Research will present findings from the third wave of its "How People Use TV's Web Connections" study conducted in Fall 2008. John Cinalli, Vice President, Media
Research, will share trends and findings about how the respondents utilized and reacted to the online assets of the television networks, i.e. network websites, scripted programming, webisodes and
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