Since our beginning, VivaKi has contained unmatched depths of talent, resources and expertise. The exciting challenge has been how to unlock and harness them, how to pull from them the kinds of data and insights clients couldn’t find anywhere else.

That’s what happens in The Pool, VivaKi Nerve Center’s ongoing media research initiative in which publishers, marketers, research partners, technology firms and agencies all collaborate.

The Pool finds tomorrow’s most optimal, most engaging ad models by 1) Gathering relevant industry partners and ideating freely; 2) Streamlining the ideas using both qualitative and quantitative research; and 3) Testing the ideas on real consumers using a live, in-market field trial.

To organize the flow of resources and traffic beneath its surface, The Pool is divided, fittingly, into lanes, each focused on different areas of research. The results are then translated into products and brought to market in limited time.

The ASq

The first product to be launched via the Pool initiative is the ASq: the winning model for Lanes 1, 2 and 3. Across these lanes we considered over 94 models, spending over 3 million hours with 262 million consumers. Despite various video formats and geographic locations, the ASq consistently out performed other options.

ASq lets viewers choose from three options from the same or different advertisers to watch before moving onto the site content. This model gives viewers a sense of control and access to messaging more targeted to their needs. But advertisers and publishers benefit as well: advertisers can use their existing assets and enjoy significantly better results; publishers get a premium advertising model and a better user experience for their viewers.

The model generated outstanding results for clients in both Lanes 1 and 2. Compared to the standard pre-roll unit, the ASq delivered the following combined lifts for both lanes: completion rate (+12%), click through rate (+222%), top of mind awareness (+363%), online ad recall (+292%), purchase intent (+22%).

We have worked with four technology companies to build out the ASq and make it easy to use for advertisers and publishers. The Rising Tide Co-op was formed to bring these groups together to roll out this new model.

Visit risingtidecoop.com to learn more about the ASq and how to participate.

Completed Lanes

LANE 1 – US – ONLINE VIDEO

Launched in January 2008, our first lane of research focused on online video. Despite the continued migration of viewers to online video platforms, an optimal ad model for advertisers, consumers and publishers had not been determined. We partnered with the following six major US advertisers and seven media companies for the research: Allstate, Applebee’s, RIM, Capital One, Purina, AOL, BBE, CBS, Discovery, Hulu, Microsoft and Yahoo!

The Pool Lane 3 considered 36 different ad formats, tested 68 different executions, spent over 13,000 hours with industry peers, and spent over 61,000 hours with consumers.

Lanes in Progress

We currently have three lanes in research or development.

LANE 4 – UK – ONLINE VIDEO

This lane, focused on online video, is in the process of collecting advertisers and publishers. Current participants include RIM, RAC, Kronenberg, Aviva, Channel4, YouTube, and Fox Video Networks, ITV, Microsoft, and The Guardian.

For more information or to participate contact: Marco Bertozzi, Marco.Bertozzi@vivaki.com

LANE 5 – MENA – DISPLAY

This lane will examine the best display advertising model for the Middle East/North Africa region. There is currently no Internet governing body in the region, causing limited accountability and agreed-upon KPIs to measure success, as well as a lack of conversation and transparency between publishers and clients. Current participants include General Motors, Proctor & Gamble, Mars, Samsung, Red Bull, Yahoo!, MSN, Net Advantage, ikoo, and Abu Dhabi Media Company.

For more information contact: Rayan Karaky, Rayan.Karaky@dubai.vivaki.com

LANE 6 – SPAIN – ONLINE VIDEO

Also focused on online video, lane six brings together 9 of the Top 10 digital players in the Spanish landscape as well as 9 agency brands. Current participants include Proctor & Gamble, Red Bull, Toyota, Heineken, GlaskoSmithKlein, Puig, CAPSA, Nespresso, Chicco, Microsoft, YouTube, Terra, Vocento, Box, Undeisa, Antena3, Tele5, and La Sexta.

For more information contact: Beatriz Fernandez de Bordons, Beatriz.Fernandez@vivaki.com

LANE 7 – AUSTRALIA – ONLINE VIDEO

Focusing on online video, this lane partners with Fairfax digital to test online video ad models. Current participants include Qantas, Foxtel, National Australia Bank, Suncorp
and Holden

For more information contact: Ros Allison, Ros.Allison@vivaki.com

LANE 8 – CHINA – ONLINE VIDEO/CROSS METRICS

Lane 8 will analyze cross media consumer behavior and evaluate the effectiveness of cross-media ads. Participants include Chevrolet, General Mills, Huiyuan, Bishengyuan, Red Bull, Reckitt Benckiser and Mars who will test their ads on major video websites, which include Youku, Tudou, Qiyi, Sohu, Tentent, PPS, PPTV, Sunlei, Ifeng video and CNTV and 56.com.

For more information contact: Yifei Li, Yifei.Li@vivaki.com

LANE 9 – US – TABLETS

Click here to learn more about this recently launched lane.

CONTACT
thepool@vivaki.com