Online media firms gather for Pool party
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US-- Publicis Group ad agencies Starcom MediaVest and Vivaki have launched a scheme to create new metrics for online video adverts in conjunction with clients.
Microsoft, Yahoo, CBS Interactive and Hula have signed up to take part in the project, called ‘The Pool', which will see the agencies and their customers ‘pool' insight and resources to test various video ad formats with a view to coming up with industry-agreed metrics.
Laura Desmond, worldwide CEO at Starcom MediaVest, said: “We already know consumers behave differently when interacting with different media, so we have to move away from old models. By bringing together major marketers, media companies, content and distribution providers, we can scale both our investments and intelligence to test new ad models and iterate new approaches.”
The scheme is the brainchild of Starcom's innovations director, Tracey Scheppach, research director Helen Katz and Vivaki Nerve Centre president Curt Hecht.
Scheppach said: “By combining the Vivaki resources and knowledge of our content and distribution partners with Starcom's proven expertise, we can accelerate the speed at which the entire industry identifies and standardises new media advances.”
Author: James Verrinder
