• by Mitch Oscar , Op-Ed Contributor, April 27, 2010

On June 3^rd 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

Turner Braodcasting

The rapidly changing television landscape has produced a need for a new understanding of how ad placement can enhance message effectiveness.  Jack Wakshlag, Chief Research Officer, and Stacey Schulman, SVP, Sales Research Turner Broadcasting, will present "Beyond Recall: Measuring the Impact of Contextual Advertising on Television", a summarization of the development of Turner Broadcasting's TVinContext products and the insights recently gleaned through traditional and neuroscientific research.

 

Simulmedia

Dave Morgan, CEO of NYC based television marketing company Simulmedia, will present detailed results from recent field trials using their predictive technology platform and anonymous set top box viewing data to deliver and optimize "on air" program promotions for broadcast and cable network marketers.

 

Nielsen Media Measurement

Over the last several months The Nielsen Company has been rolling out internet meters into their TV ratings panel. Cheryl Idell and Matt O'Grady from Nielsen's Media Product Leadership team will discuss the evolution of the company's integrated media measurement, i.e., progress in integrating internet measurement into the TV ratings panel and preliminary discoveries about the interaction of TV viewing, internet surfing and online video streaming generated by Big Event TV programming as well as regularly scheduled television fare.

 

New Media Metrics

Research and marketing company New Media Metrics quantitatively measures "Emotional Attachment" to consumer brands and media properties, providing a single source approach for marketers and media companies to define, link and find a marketer's most lucrative prospects in the media they most intently consume - and platform agnostic. Principals Gary Reisman and Denise Larson will share case studies and insights into the scientific art of emotional channeling to achieve media and marketing optimization.

 

The Set Top Box Think Tank

In the winter of 2010, The Collaborative Alliance Set Top Box Think Tank was approached by select unrated Nielsen cable networks, who subscribed to set top box data from STB data aggregators, requesting analytical assistance to help position their research with the advertising agency buying community. Collaborative Alliance Think Tankers Charlene Weisler, Jonathan Steuer and Frank Foster working in tandem with advertising agencies Carat, MPG and OMD, and AT&T U-verse STB data, as aggregated by Rentrak, will provide their directional insights, correlations and recommendations.