OMD to Tap CBS Vision's Media Testing Lab

Media communications specialist OMD is partnering with CBS Vision - CBS' research arm - and its Television City research lab in Las Vegas, to test the effectiveness of clients' multiplatform ad campaigns.

The 'Communications Lab @ OMD' will serve as a facility through which OMD's clients can test the effectiveness of their traditional or digital marketing campaigns.

Based in the MGM Grand Hotel, the lab attracts more than 1.1 million consumers each year. Its team uses traditional qual and quant methodologies, such as focus groups and surveys, along with NeuroFocus' biometric techniques, including eye-tracking and brain-scanning.

Clients will be able to use its services to find the best placement for digital, mobile and video-game ad placements; as well as analyzing consumer response to ads.

Alan Cohen, US CEO of OMD, explains: 'Marketers need to understand media effectiveness in a world where there are so many choices. And they need to know not just individually what works better - digital, TV, radio or print - but how these things work together and what the right mix might be.'

Client research, analysis and reporting at the facility will be run by OMD's Research and Business Intelligence staff based in New York and Los Angeles.

David Poltrack, Chief Research Officer and President of CBS Vision, adds that the arrangement is not exclusive to OMD and that any media-buying shop or ad agency could come in and set up a similar arrangement.

Web sites: www.omd.com and www.cbscorporation.com .