MediaPost Publications – VivaKi Takes Plunge, Pools Resources With CBS, Hulu, Microsoft, Others For New Video Ad Format – 01/22/2009
Publicis’ VivaKi unit has quietly organized an ad hoc, but high-level initiative to develop a new video advertising format that could become the new standard for Madison Avenue. The initiative, dubbed the Pool, includes a collaboration of the industry’s top online video suppliers (AOL, Broadband Enterprises, CBS, Discovery, Hulu, Microsoft, and Yahoo) and a half dozen major marketers who in the next several weeks will begin testing five new video advertising formats with a goal of rolling a new standard out by the end of the year – just in time for next year’s upfront advertising marketplace.
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