VivaKi develops new video ad format
Feb 17, 2009 9:40 AM
Champion's “Homestyle Sports” series, created by VivaKi business unit Denuo, is characteristic of the new-media agency's customer-centric approach.
VivaKi, French advertising giant Publicis Groupe's new media group, recently met to discuss the Pool, VivaKi’s program for developing a new video advertising format that could “set a new standard for Madison Avenue,” reports Online Media Daily.
A collaborative group of top online video suppliers — AOL, Broadband Enterprises, CBS, Discovery, Hulu, Microsoft and Yahoo — and a half-dozen major marketers are starting to test five new video advertising formats to roll out a new standard by 2010. How? By improving the effectiveness of online advertising for the industry and the quality of the viewing experience for consumers.
"We were kind of frustrated by the lack of innovation in video, whether it be VOD or online video, and the fact that it all is basically preroll, which is an old TV model," Curt Hecht, the head of VivaKi's Nerve Center told Online Media Daily. "At the end of the day, I don't think the consumer perspective was ever taken into consideration when that model was created."
The objective is discovering better ways to monetize the advertising potential of reaching consumers via new formats. Ultimately, the Pool plans to launch projects and partnerships to develop better standards for video search, social media, mobile advertising and other new media platforms.
Although the new format is being developed for online video, VivaKi's long-term strategy includes formats for VOD — which also relies heavily on preroll spots — as well as addressable and interactive TV commercials.
In January, the Pool began conducting consumer focus groups to narrow the new video ad formats down to two candidates for the new industry standard. Although he declined to share the nature of the new formats, Hecht told Online Media Daily that the new standard is "on track" for delivery later this year.| Want to use this article? Click here for options! |  |
