Denny's, Wal-Mart, and YouTube are among the new members of a project to discover the ideal online video ad unit.
VivaKi has added a handful of new marketing partners to the latest project from its "Pool" initiative, a research effort to discover the online video unit of the future.
The first phase of The Pool -- or in VivaKi parlance, Lane One -- dealt with long-form video. That phase has been completed, though VivaKi will not reveal the findings until February of next year. The Lane 2 effort was launched earlier this year, with results also to be shared in 2010.
The Pool is shorthand for "pooling resources," according to VivaKi, which is a unit of Publicis Groupe created to leverage that holding company's media properties. Executives from Starcom MediaVest Group, Zenith Optimedia, Moxie Interactive and Digitas have been collaborating with marketers and publishers to test various video solutions to determine which are the most effective and engaging.
The new partners are Denny's, Walgreens, Wal-Mart, Warner Bros., YouTube and YuMe. They join a list that already includes Bank of America, General Mills, AOL, CBS Interactive and Microsoft Publishing.
"Lane 2 is a testament to collaboration and guiding our clients and partners to focus on engagement models that are consumer led," VivaKi Nerve Center President Curt Hecht said in a written statement announcing Lane 2 in July. "We have increased the number of partners based on internal demand at VivaKi and also the number of media companies in both returning partners as well as new ones which brings more diversity to the types of companies participating."
Although it is unclear just what The Pool is testing, statements by executives involved in the effort suggest it is neither pre-roll nor overlay advertising. "I feel confident that we are going to find an ad model that beats pre-roll," said Tracey Scheppach, SVP, video innovations director at Starcom MediaVest Group, at an OMMA video conference last month.
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015