When I started in the Vivaki Nerve Center I had quite a few things on my to do list. One of the most exciting was getting ‘The Pool’ live.
The Pool is a vehicle through which we would bring together advertisers and publishers to participate in a project that would shape the market in whatever field it is concerned with, drive future facing ad formats and hopefully drive revenue on both sides. It was designed to be objective, a consensus approach but based in consumer insight. The Pool started in the US with fantastic results, if you want to read more about it, click here
Video advertising is the subject of choice. Why is that? Well there are some fundamental factors that lead video to be an ideal Lane in any country. Firstly we all know its growing hugely, unstoppable and more and more quality content is migrating to the web which is not being followed by advertising pounds. That leads to the next couple of issues. The ability of publishers to monetise has been difficult due to the constant erosion of pricing and lack of research to prove it works and secondly it’s a chaotic ad market in terms of formats. If you work on the basis of 50-60% of TV ad pounds go against a 30sec Ad it’s easy to ramp up investment rapidly. Anyone who has done video advertising knows there are too many formats, too many creative approaches and publishers all have their own model. The Pool aims to solve that.
Tomorrow sees the launch to all the major publishers in the UK of The Pool Lane 1 in the UK, Long form video. Vivaki Nerve Center with close collaboration from ZenithOptimedia and Starcom will be aiming to get publishers on board with the project to find the single best Ad format for video across a range of categories of results. Once on board we will work through field research and with the help of clients to identify the winning Ad format.
It’s an exciting project and I hope very high profile, the end result should be a win for the publishers, a win for the advertisers and a win for the agencies in the Vivaki groupe. I hope by the end of this there will be a model that becomes second nature to planners and allows scalable spend in video which has to be a good thing.
I will then be turning my spotlight on mobile. Mobile suffers similar issues if not worse and needs to have a greater industry focus put upon it. The levels of spend in mobile display are appalling when compared with the time spent on mobile devices so I hope in 2011 The Pool approach will drive some great new learnings for mobile.