At February's iMedia Brand Summit, OMD's Joe Uva described what may unfold in the future of measured media.

Joe Uva is President and CEO of OMD, one of the largest and most innovative media communications specialists in the world. OMD had the distinction of winning more honors at the 51st International Advertising Festival than any of its competitors, taking home the Grand Prix and three Media Lions.

OMD U.S. was formed in 2002 through the media consolidation of three of the most creatively awarded advertising agencies: BBDO, DDB and TBWA. OMD's powerhouse domestic network delivers unmatched creativity and media innovation to Cingular, Bank of New York, Visa, FedEx, Georgia Natural Gas, PepsiCo, Wrigley, Chicago Tribune, Dell, Hormel, LensCrafters, JCPenney, Sterling Jewelers, Hershey and Hertz.

Uva presented the keynote address at the iMedia Brand Summit in Coconut Point on February 8th. Read the first third of that speech here. Today: What awaits marketers and how to work and sell in this new environment.

Joe Uva: The next step will be the fully networked home. You know, people have talked about the smart house for a long time. Interactivity will move past the PC, past the TV and now it'll be in coffee makers, cars, washing machines. Portable screens and wireless networking will give a secure information network within our homes. When this happens, we as consumers may start to see responsibility to the home network. Evidence suggests that basic household functions will be first. Now anybody here who has seen that God awful remake of "The Stepford Wives" knows exactly what I mean.

The Network Robot Vacuum Cleaner is already with us. Soon we may start allowing our homes to make certain purchasing decisions for us, act as our procurement agent if you will, finding the best price on a given set of regular purchases: milk, orange juice -- and then maybe even deciding on the product itself against some preset criteria that we as consumers plug in, with respect to brand preference. In the future world it's the home network that becomes our consumer, think about that. I mean our target audience could be machines -- scary thought.

Now if that's what awaits us as consumers, what awaits us as marketers? How are we all going to work and sell in this new environment? And that, quite frankly, is the question of the day.

As I said, as marketers and consumers we need help. We need help knowing what to say, when to say it, where to say it and of course, we need help in knowing "is it working?" Digital media are rapidly growing increasingly central to the consumer's lifestyle. As time spent continues to increase with these new digital offerings, and on these new devices, mass consumer marketing will ultimately be replaced by relationship marketing, as digital media enables efficient psychographic, behavioral, geographical and day part targeting. It helps establish effective, one-to-one dialogue and permission marketing will rule the day. And it also will present new and better opportunities for testing and establish great accountability. Everybody is talking about how mass media and mass marketing has died. What has happened is it has been a world of mass segmentation. This, truly, moves us to a place where it's one-to-one engagement marketing.

And broadband is the big news across online and mobile platforms today. With increased bandwidth, value gets created for marketers and consumers. You get richer creative. You get more branded entertainment. You get new gaming options. And you get personalized marketing opportunities resulting from it all.

Now, the media concierge is going to create a new value chain. If you look at today's value chain, really the distributor has become the key force in understanding the relationship with the consumer, whether that's your cable system operator, your satellite or your broadband supplier.

Tomorrow the new value chain will actually put the media concierge as the gateway to the customer. In this world there's an opportunity for the providers of consumer technologies to leverage their privileged position in the home. That media concierge isn't just going to help us manage our time better; it's really going to help us edit our content and filter it against the set of criteria that we set for it. This is going to make advertising that much more difficult in this different environment. At the same time, it should also present new opportunities for us.

In this world the traditional media owner as deliverer of audiences becomes more and more relevant. So we need to seek out and align our brands with those contenders we spoke of just a few minutes ago.

Creativity is still a business. And I think this quote, particularly the underlined portion -- I hope you can all see it in the back of the room -- from Bob Wright, really makes this point very clearly. In essence what it says is the value chain is going to rely on making smart business decisions in the world of creativity and content. It's going to require huge upfront investments. And marketers can help and influence content creators in this area. It's inevitable. Bob's point here is that the television business and the plastics business is very similar: you have to have a process to deal with it, but at the same time, if you're not making huge upfront investments, you're not getting the opportunity to know what's going to be a hit product or a hit piece of content.

Now in this world there are three challenges, which are also three opportunities. First, how do we take advantage of media relationships that the media content, the media platform has developed with us as consumers? And how do we use those to leverage and improve brand relationships with the consumers?

The second challenge and opportunity is in the area of creative messaging. What are the considerations that are going to go into talking to consumers in this new environment? 

And third and most importantly is accountability. There will be new opportunities to measure much more effectively what the impact and effectiveness are of marketing campaigns against those consumers we so desperately need to keep. 

So let's take them one at a time, and let's talk about media relationships first. We're going to need to use media relationships to create new associations between our brands and consumers. We need to use those relationships to reinforce consumer perceptions of brands based on their interaction and perception with the media. And we can use those relationships, if we're smart about it, to change attitudes and behaviors to more positively dispose those consumers toward our brands to competitive advantage.

Choosing the right media partner means examining them on the basis of fit, equity and relationship. Fit means simply matching the brand's personality and message to the personality and message of the media chosen. Equity means choosing brands that have, and will maintain, the strongest equity for you. You want to ensure your brand is able to tap into, and benefit from, the relationship that the consumer has developed with your media partner.

Let's just take a look at a few examples that happen to be OMD clients, but … and how we've deployed them in the way we think about them in this new environment today.

First of all we look for shared values. When you think about State Farm, an insurance company, and what they represent to consumers, and than what CNN represents as a media brand, there's a shared value of trust. Even in a world where there are many competitors to CNN today that didn't exist as recently as eight or 10 years ago, CNN is still a very trusted source for news and information, and State Farm is a natural fit. There is benefit for State Farm being associated with CNN, not just on television, but online and in any other platform as well. You can say the same thing for VISA in the show "The Apprentice." They're about success and achievement. Pepsi in "One Tree Hill" on the WB Network, they focus on youth and optimism and looking ahead. And Ask Jeeves and Google are all about searching and finding answers.

The second challenge for us is creative messaging, and this is where we really need to have a level of collaboration unlike anything we've ever had in the past, between marketer, media and agency, to make sure we are meeting and fulfilling the needs of the consumer who sits at the center of it all. If we get this wrong, we may not get a second chance. We need to ensure that when we're talking to these people we have absolutely understood every aspect of their lives as it relates to the way that they're going to consume media in this new environment, and how they're managing their time; and again, this whole concept of consumer as editor and sensor.

I'm happy to say that more and more we see the role of the media agency coming to the forefront here through the area of communication planning. It's no longer enough to rely on the creative advertising agency to set the course for when and where your message gets delivered. In this new world it's about communication planning experts and this role will be more critical than ever before.

For those of you who are familiar with the advertising agency model, a couple of decades ago a concept emerged and a function came out of that concept, called account planning. And the role of the account planners was to gain understanding of consumers and their relationship with brands to help set the stage and form the foundation and pillars of creative strategy. That's only half the equation. The other half of that equation is deploying those same skill sets to understand the relationship that consumers have with media platforms and the brands that ride on those platforms. So, what we've started to see are media agencies -- and I'm happy to say OMD was the first one to do this -- hiring traditional account planners to help understand those relationships. By bringing together that knowledge with the knowledge of the traditional account planner, we really hit the sweet spot when it comes to understanding and building those relationships with consumers, again, to provide our clients and customers with competitive advantage.

Together, we must redefine what we think of as a typical consumer message. The next generation of advertising will need better communication; you will need to find your target in new places and reach them, and involve them, in new and different ways.

We must ask ourselves: What if? Now I know somewhere back there Keith Simmons is listening to the cash register ring. Keith is with ePrize. So what if commercials were gains? What if commercials gave prizes? What if commercials gave you rewards? By offering rewards for viewing, listening, reading and interacting, we think we can create a new model of engaging the consumer, because in a world of clutter, and a world where time management is the most precious commodity we all have, we're going to need new ways to “incent” the consumer to engage and interact with those messages we're trying to deliver to them.

We're going to need to go inside and around the content like never before. I envision a future with ever more product placement and integration -- God forbid, right? I envision a future where there will be sponsored content modules. For instance, a free Disney movie brought to you by and branded as the McDonald's Family Theater, offered to you on VOD. I envision a world where -- we talk about the TiVo environment, and other environments, fast forwarding through commercials -- we'll actually create a new messaging opportunity in very short form, to reinforce brand values and attributes so that we aren't missing the opportunity to use that time to talk to the consumer. And most importantly, I envision a world where ads will truly establish a dialogue and allow consumers to have true two-way communications with marketers.

Tomorrow: Examples of who's leading the way.