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Publicis’ VivaKi has announced a 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, senior vp, 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.” In addition, the company has begun recruiting advertisers from its client roster to participate in lane 2, and has thus far received commitments from Bank of America, General Mills and U.S.
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