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Consumer research firm OTX and IPG’s Emerging Media Lab in Los Angeles have formed a strategic alliance. The purpose, they said, is to help their clients better under how to use the ever-expanding variety of media content and platforms to create compelling brand experiences.
The Lab includes a “smart” kitchen, digital living room, gaming room and digital out-of-home display to showcase and test how consumers interact with an array of existing and emerging media. Those facilities will allow OTX’s clients to get a better handle on how and why consumers interact with media, content and advertising, the parties said.
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