OTX partners with IPG's Emerging Media Lab

US-- Ad group Interpublic's Emerging Media Lab (EML) has struck an alliance with research firm OTX that aims to help advertisers stay on top of the evolving use of digital media technologies in the home.

The Los Angeles-based EML is chock full of the latest entertainment equipment including high-definition TVs, BluRay players, digitial video recorders, games consoles, PCs and high-end sound equipment.

As part of the deal, OTX's clients will be able to use the lab to observe and connect with how and why consumers interact with emerging media technologies and content, particularly focusing on how advertising in these media platforms attracts and engages audiences.

The agency will have full access to the EML for hands-on research, expert input and the ability to feed qualitative insights to its syndicated research products and services – which the lab gets access to in return.

EML director Lori Schwartz said: “The lab was built as a space for marketers to interact with experts while experiencing emerging technology through the eyes of their consumer audience.

“Combining the lab's qualitative expertise and one-of-a-kind lab space with OTX's research capabilities is an alignment that makes sense as the industry strives to provide deeper and more meaningful insights that can translate into real world marketing solutions.”

• OTX has appointed Kraft Food's former senior vice president of global consumer insight and strategy, Jim Nyce, as executive vice president and managing director of OTX East. His counterpart on the west coast is Howard Ballon, who joins the firm from Nielsen Film and Home Entertainment where he was president.

Author: Brian Tarran