Unique collaboration with top marketers and publishers toroll-out optimal online video ad model
16th November 2011: London – VivaKiand a future-focused group of marketers and media owners today announcesthe UK’s live roll-out of The Pool, the global research project to identify theindustry’s optimal online advertising model. The collaboration includes Channel4, Youtube, Microsoft, O2, Heineken and Samsung and will compare theeffectiveness of the ground-breaking ASq® model versus the traditional pre-rollmodel. ASq® is a new ad format that allows the user to select a preferred adfrom a group of brand messages prior to viewing online video content.
Developed by VivaKi, The Pool is afirst of its kind industry project that unites clients and media owners toidentify, test and create industry standards for new advertising models. The UKPool initiative will build on the extensive research, both qualitative and quantitative,that has already taken place globally from countries including the States,China and most recently Spain. In the US alone this amounted to over 1 million hour’sresearch with over 47 million consumers and concluded with ASq® beingidentified as the most superior online video ad model. The final stage of fieldtrial in the UK sees ASq® being tested live in market. Comscore will manage theresearch in the UK and will deliver results across a number of metricsincluding terms of interaction, brand favorability and intent to purchase. Theresults are expected in early 2012.
Marco Bertozzi, EMEA Managing Director for the VivaKi Nerve Center says: “The idea ofchoice in advertising is a hot topic at the moment and VivaKi, alongside agencyteams within Starcom MediaVest Group and ZenithOptimedia are very excited to beworking with such amazing companies to be able to identify the industry’soptimal online video advertising model. It is the first time three majorpublishers and three of the UK’s leading clients have been bought together towork on such a project and we are really excited about the results and moving towardsbetter monetization of the space.”
Publisher andAdvertiser Quotes:
“The opportunityto work with VivaKi on this project was too good to miss. We are always keen tooffer advertisers new ways of engaging with our many different audiences and welook forward to seeing the results.” MichaelBuckley – UK Head of Trading, Microsoft
“Weare excited about the opportunities within video and we see The Pool researchinto choice formats and ASq in particular to be an extremely valuableundertaking.” AndrewWynd – Media Manager, Samsung Electronics (UK) Ltd
“Channel4 are thrilled to be involved in this project with such a select group of mediaowners and forward thinking advertisers. We believe that giving users choiceand control over their advertising experience could be better for ouradvertisers and better for our viewers. We look forward to seeing the resultsand setting the gold standards for the whole Market.” Ed Couchman – Commercial Contoller, Future and Digtial Media Advertising,Channel 4
“YouTube are delighted be part of this project as it aims to demonstratethe strength of online video with its innovative and engaging user choice adformats”. Dara Nasr – Head of AgencySales, YouTube & Google Display
-ENDS-
NOTES FOR EDITORS
About VivaKi
VivaKi is part of Publicis Groupe (Euronext Paris Exchange:FR0000130577; and part of the CAC 40 index) the world’s third largestcommunications group. VivaKi aggregatesthe marketplace influence of four autonomous brands, including two global mediaagency networks: ZenithOptimedia and Starcom MediaVest Group; and two leadingdigital marketing agencies: Digitas and Razorfish. On behalf of its agencybrands and their clients, VivaKi faces the market to help identify and buildtechnology, message distribution, audience aggregation and content solutionsfor the future. Sitting at the core of VivaKi is the VivaKi Nerve Center, whichserves as a think tank, R&D center and testing ground to activate newpathways for clients to connect with consumers in an increasingly digitalworld. VivaKi also includes a Talent & Transformation Practice, whichleverages the scale of the VivaKi brands to develop and deliver tools andapproaches designed to attract, develop, train, motivate and reward the world’sbest people. www.vivaki.com
About The Pool
The Pool is afirst of its kind industry program – developed by VivaKi – that unites thefinancial resources and thought leadership of its clients and a host of contentproviders to test and create industry standards for new advertisingmodels. By “pooling” insights andresources, this initiative aims to identify future engagement models across avariety of emerging media platforms. Participating clients and contentproviders are given the opportunity to view and evaluate new advertising modelsand receive access to all proprietary research ahead of the marketplace.
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