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IPG Mediabrands [1], the media innovation unit of Interpublic Group (NYSE: IPG), controlling a USD 34 billion global media buying portfolio, today announced the launch of the flagship IPG Media Lab in New York.

The IPG Media Lab is the world’s first, and the industry’s most highly-invested, immersion and exploration center dedicated to bringing the most promising technologies from Silicon Valley and Alley and the Innovation Economy together with leading global brands to create solutions for real world marketing problems.

The 5,000 sqft lab serves as Mediabrands’ digital inner sanctum and the physical location where the IPG companies and clients will go to develop technology-enabled marketing programs alongside proprietary data and analytics.

The IPG Media Lab team has already vetted and compiled over 700 companies for possible partnerships and continues to work with venture capital firms, small technology funds and thousands of emerging media companies around the world to review and assess new ways to connect consumers in the digital space. The companies chosen for inclusion in the IPG Media Lab compendium will be fed to all IPG Mediabrands employees.

At any given time, The Lab will feature 50 of these technologies, platforms and applications from the industry’s most pioneering companies. These will be accessed within six permanent installations. These ‘Permatrends’ are listed as:-

  1. The Mobile World
  2. Connected Entertainment & Experience
  3. Retail Innovations
  4. Social Media
  5. Audience Measurement
  6. Marketing Accountability

The Lab will continually improve and optimize the Lab experience through a proprietary feedback system, powered by Tagstand, which enables real-time monitoring of engagement throughout the space; leveraging NFC tap technology.

At launch, the IPG Media Lab prominently features six nascent media developments with emerging technology partners:

Matt Seiler, Chief Executive Officer of Mediabrands told us “IPG Mediabrands is investing significantly in the future of brand communications. We, as partners to major international brands, have a duty to keep our clients and agency talent apprised of landscape changes and developing opportunities to engage a rapidly advancing global consumer.”

“The Lab is the industry’s only interactive framework that helps global brands better understand where their customers are with technology, where they will be tomorrow and how to better anticipate and respond to opportunities,” said Quentin George, Chief Innovation Officer, Mediabrands

He added “It is the place where our clients can touch, interact and test the applications, platforms and technologies that will help grow their businesses while creating consumer utility that is value-driven.”

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