VivaKi plans cross media metrics study in China

29 July 2011 20 h 50 min 3 comments

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New study marks second research wave for China, eighth for VivaKi, globally

(Beijing) VivaKi Nerve Center China today announced its next wave of research or “lane” of The Pool, an initiative that seeks industry alignment for engagement platforms of the future.

Focused on cross-media metrics, this lane will analyze cross media consumer behavior and evaluate the effectiveness of cross-media ads. This is the eighth Pool lane to launch globally and the second to launch in China. In 2010, China’s first Pool effort focused on online video and named Ad Selector the winning model for advertisers, publishers and consumers.

Participating in the China Cross-Media Metrics Lane are 10 leading publishers and five major advertisers. Marketers including Huiyuan,Bishengyuan, Red Bull, Reckitt Benckiser and Mars will test their ads on major video websites such as Youku, Tudou, Qiyi, Sohu, PPS, PPTV, Xunlei, Ifeng video, CNTV and

This study will be conducted in two parts.

. The first phase will focus on analyzing internet users’ media consumption and attitude, specifically on television and online. The research partner for this phase is leading global research provider Ipsos.

. The second phase will focus on measuring cross-media ad effectiveness by brand. AdMaster, a professional third party online monitoring provider will collaborate with VivaKi in this phase. The goal of this lane is to uncover optimization and frequency control rules for cross-media ad planning and provide advertisers with a reference point for cross-media effectiveness.

“Clients are looking for the best way to balance media investment between traditional TV and online video. The VivaKi Nerve Center aims to help advertisers’ achieve a more effective media plan”. said Yifei Li, VivaKi Country Chair, Greater China. “Furthermore, as the world’s leading advertising and media company, VivaKi is determined to join forces with advertisers, publishers, consumers and research companies to set the industry standard and have more meaningful and engaging connections with people”

Chen Yong, the secretary general of China Interactive Advertising Committee said, “With the rapid growth of the online video advertising market, there’s an increasing demand for the evaluation of online video ad effectiveness. It’s great to see a media organization as large as VivaKi leading research in this field.”

Results from this lane will be announced in December 2011.

About The Pool
The Pool is a first of its kind industry program that unites the financial resources and thought leadership of its clients and a host of content providers to test and create industry standards for new advertising models. By “pooling” insights and resources, this initiative aims to identify future engagement platforms. Participating clients and content providers are given the opportunity to view and evaluate new advertising platforms and receive access to all proprietary research ahead of the marketplace. The following Lanes have been launched and released: US Online Video – November 2008 launch, February 2010 industry release; US Short-Form Online Video – July 2009 launch, September 2010 industry release; China Online Video – April 2010 launch, April 2011 industry release. The following Lanes have been launched and are still in progress: UK Online Video – October 2010 launch; MENA Display – September 2010 launch; Spain Online Video – November 2010 launch; Australia Online Video – March 2011 launch; China Cross-Media Metrics – July 2011 launch.

About VivaKi
VivaKi is part of Publicis Groupe (Euronext Paris: FR0000130577) the world’s third largest communications group, the world’s second largest media counsel and buying group, and a global leader in digital and healthcare communications. With around the world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals. VivaKi aggregates the marketplace influence of four autonomous brands, including two global media agencies: ZenithOptimedia and Starcom MediaVest Group and two leading digital marketing agencies: Digitas and Razorfish. On behalf of its agency brands and their clients, VivaKi faces the market to help identify and build technology, message distribution, audience aggregation and content solutions for the future. Sitting at the core of VivaKi is the VivaKi Nerve Center, which serves as a think tank, R&D center and testing ground to activate new pathways for clients to connect with consumers in an increasingly digital world. VivaKi also includes a Talent & Transformation Practice, which leverages the scale of the VivaKi brands to develop and deliver tools and approaches designed to attract, develop, train, motivate and reward the world’s best people. 

SOURCE: VivaKi Nerve Center China (29/07/2011)

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