• by Mitch Oscar , Op-Ed Contributor, February 9, 2010

On March 15^th in New York City at The Helen Mills Theater, MPG, MediaContacts and 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 televiusal landscape. If you are curious about its evolution or wish to attend our lunchtime gathering (12 p.m. to 2 p.m.) - food for thought and stomach - please let me know (mitch.oscar@mpg.com). 

KEYNOTE PRESENTATIONS

IAB

IAB President and CEO Randall Rothenberg will discuss the IAB-Bain "Building Brands Online" study and how the organization is breaking down barriers in the marketing media value chain to make interactive media brand-hospitable.

TiVo/Quantcast

Todd Juenger, TiVo's GM of Audience Research & Measurement, and Quantcast CMO Adam Gerber, will provide a first look at cross platform measurement from the U.S.'s largest single-source TV/Internet panel (35,000 households). Melding second by second TV viewership and web based content together, the offering provides media professionals with an opportunity to better comprehend cross platform audience behavior and evaluate TV/Internet advertising impact.   

Ipsos Mendelsohn

The Mendelsohn Affluent Survey is one of the definitive research sources covering the media habits, lifestyles and attitudes of the affluent and luxury marketplaces in the United States. Richard Vogt, Vice President, will share the "top 10 things a media professional would probably not know about affluents ($100,000+ household incomes)."

Posterscope

Aegis' Posterscope and Havas' Chrysalis have recently formed a strategic partnership to create the second largest out of home digital video, experiential communication company in the USA. James Davies, EVP Strategic Development, will share some of the company's innovative European approaches to opening a conversation with the consumer in the privacy of a public environment.

OTX

OTX's longitudinal Media Experience Study (LMX) provides a window into the media lifestyle of the American consumer, addressing how media content, platforms and devices are used and directionally will be used to facilitate communication between brands and consumers, as well as the impact on present and future business models. Bruce Friend, President, will present highlights from trended data since LMX's inception in May 2008.

Innerscope

Innerscope Research measures unconscious emotional engagement to all forms of media stimulus. Brian Levine, co-founder and president, will demonstrate how by utilizing and melding four biometric channels (heart rate, respiration, movement, and skin sweat) plus pupillary response Innerscope is able to interpret "Engagement Maps" - moment by moment analysis of the audiences' emotional response to media stimuli.