At a launch event in New York last night, Publicis-owned online advertising research unit Vivaki officially unveiled its new ASq video advertising unit, and confirmed Google-owned video giant YouTube will roll the format out across its site. In August, Vivaki said publishers including Hulu, AOL, and Yahoo had agreed to implement the new format, but the addition of YouTube to the project could dramatically increase the volume of inventory made available through it.
The ASq unit is extremely simple, allowing consumers to choose which ads they are served prior to viewing a piece of video content. Vivaki claims the impact of such ads is greatly enhanced as a result, with metrics such as “top of mind awareness” being lifted by over 400 percent in some instances. The Pool project has been conducting research into a range of proposed formats since 2008, and concluded the ASq format proved the most effective for both long and short-form content.
Delivering a keynote address at the IAB MIXX conference on Tuesday, Google executives demonstrated the new format in action on the YouTube site, but gave no indication as to when it would be officially implemented. Barry Salzman, Google’s managing director of media platforms, described advertiser demand for an effective “cost-per-view” video advertising model, and predicted that “by 2015, 50 percent of online ads will have an element of online video in them bought on a cost-per-view basis.”
Starcom MediaVest Group’s Tracey Scheppach, a Pool co-founder, told ClickZ the format is intended to help both publishers and advertisers make the most of online video advertising, and to provide an industry standard for buying such inventory. “I wouldn’t go as far as to say it will be the only unit, but advertisers need something to pour the majority of their money into,” she said.
Publishers and networks involved in the research and testing of the new unit also include Comcast, CBS, Discovery, BBE, YuMe, Warner Bros., Microsoft Advertising, and Tremor Media. The 13 advertisers trialing it included Bank of America, BlackBerry, Kraft Foods, Procter & Gamble, and Mars.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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