• by Mitch Oscar , Op-Ed Contributor, May 26, 2009

On June 2nd in New York City at The Helen Mills Theater, MPG & MediaContacts, Havas siblings, will stage its quarterly forum, The Collaborative Alliance, where content creators, technologists, distributors and researchers meet to vet their interactive televisual propositions (television, broadband, wireless and out of home).

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

CANOE VENTURES
Bruce Dennler, SVP, Agency Relations, and Mark Mitchell, SVP, Network Relations, will provide an overview of Canoe Ventures: its initiatives, deployments and aspirations.

FEEVA
Technologist Feeva delivers accurate zip-level demographics and audience metrics on the internet. E.J. von Schaumburg, VP, Strategic Alliances & Partnerships, will demonstrate how Feeva's service allows ad networks, exchanges and publishers to maximize the value of web content and ad inventory.

MEET THE PRESS
Editor-in-Chief Michael Burgi (Mediaweek) and Joe Mandese (MediaPost) will provide their unique vantage point on pressing issues: how stories are selected, sources vetted and the vagaries of reporting. MPG Chief Operating Officer Steve Lanzano will moderate the panel.

OUT OF HOME DIGITAL CASE STUDY-THE SETUP
Chrysalis President Connie Garrido, Out of Home Video Advertising Bureau President Suzanne Alecia, MPG SVP, Group Account Director Sean Smith and Arbitron Senior Analyst Custom Research Diane Williams collaboratively launched this past Spring out of home digital video's largest campaign on behalf of health care company Schering-Plough. The collaborators will share experiences, process and learnings from their interaction with the consenting constituencies i.e., the advertiser, the ad agency, the specialty shop, the digital video out of home networks and the researchers.

The COUNCIL FOR RESEARCH EXCELLENCE/VIDEO CONSUMER MAPPING STUDY
The Video Consumer Mapping Study, which was commissioned and managed by The Council for Research Excellence (CRE), an independent research group created by the Nielsen Company and comprised of senior level industry researchers, is the first known observational study to document consumers' media behavior across the various screen media from a single sample, and to quantify sole media use versus media multitasking. The Center of Media Design's Mike Bloxham, Carat's SVP Research Shari Anne Brill, and Sequent Partners co-founder Jim Spaeth will share insights, observations and directional learnings from this yearlong, $3.5 million study that confirms some earlier research but at the same time challenges a number of widely held beliefs.
 

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