The task is part of VivaKi’s ongoing research initiative The Pool, which collects insight from advertisers and content providers to highlight the best ad models in emerging media. The latest wave of research is the ‘Tablet Lane’, which aims to identify a scalable advertising model for tablet devices.

Media owners taking part in the work include ABC, USA Today, Microsoft and The Weather Channel, while advertisers involved include Coca-Cola, Walmart and General Mills.

InsightExpress will conduct the research using tablets installed with its Tablet AdInsights product. The agency’s group director Drew Lipner said: “As tablets redefine the media landscape, it’s up to the advertising, media and research communities to proactively assess and understand the impact of environment, consumption habits, technical capabilities and consumer attitudes towards emerging ad formats.”

Tracey Scheppach, Vivaki’s director of innovation, said: “The Pool would not be where it is today without outstanding partnership and collaboration… For this reason, InsightExpress was chosen as a partner for The Pool’s latest Tablet Lane, and we look forward to working with them to find the optimal engagement platform for advertisers, publishers and consumers on the tablet.”