VivaKi Takes 2nd Dip in 'The Pool'
NEW YORK Publicis’ VivaKi has begun the second phase of The Pool — the agency conglomerate’s long-term research project aimed at determining the most effective ad format for online video — which will focus specifically on short-form content.
According to Tracey Scheppach, svp, video innovation director, Starcom MediaVest Group, VivaKi has signed on seven content partners — including AOL, BBE, CBS Interactive, Comcast’s Fancast, Microsoft and Tremor Media — to participate in this new phase of The Pool, dubbed “lane 2.”
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