CBS Opens Up Research Facility to OMD Clients

NEW YORK: CBS Vision is allowing clients of media agency OMD access to its Television City research facility, housed in the MGM Grand Hotel in Las Vegas, as part of a new venture called Communications Lab@OMD.

CBS’s Television City incorporates traditional qualitative and quantitative research methods like focus groups and surveys, as well as advanced bio-metric techniques such as eye tracking and brain scanning using NeuroFocus technology. OMD will be offering these services to its clients for comprehensive evaluation and analysis of multiplatform communications, encompassing both traditional and digital media. Communications Lab@OMD will offer cross-media effectiveness testing, eye-tracking and brain-scanning technologies to clients. It will also help provide information to determine the effective levels of multimedia exposure. 

"Beyond the state-of-the-art research capabilities, top-flight professional recruiters and moderators, and a continuous, diverse sample pool, our Television City facility offers a benefit that is unique in the industry—and invaluable to marketers," said David Poltrack, the chief research officer and president of CBS Vision. "Because we are an entertainment destination, marketers can see how consumers engage across media platforms in a mode that more closely resembles the way they engage with media in real life. The opportunities for enhanced insights for OMD clients, and shared learning between CBS Vision and OMD, are significant and exciting. We applaud OMD for being the first ad agency to take advantage of the research capabilities offered at Television City."

"We’re proud to bring this outstanding and unprecedented research architecture—enabled by the strong relationship between CBS and OMD—to our clients," added OMD’s CEO, Alan Cohen. "With this partnership, our two organizations are driving a seismic shift in the media effectiveness research paradigm—from siloed and synthetic, to integrated and organic. Communications Lab@OMD represents the next evolution in media research—true, multiplatform engagement that gives marketers a higher level of insight into how their consumers interact with brands and messages across all media environments."