InsightExpress Jumps Into The Pool With VivaKi

by InsightExpress March 13, 2012

This morning we announced our participation in the latest wave of VivaKi’s ongoing research program, The Pool, which is focused on testing and building new and emerging tablet advertising models.  Needless to say, we’re honored and excited that our Tablet AdInsights solution has been selected as a measurement instrument for such an important and necessary industry effort.

Here’s a blurb from our press release, which you can read in full on the InsightExpress site.

“InsightExpress, a leading marketing research and data analytics firm, today announced that it has been commissioned by VivaKi to measure advertising effectiveness on tablet devices employing its Tablet AdInsights product as part of the most recent wave of The Pool, an ongoing research initiative that seeks industry alignment for engagement platforms of the future.  VivaKi is a division of Publicis Groupe and home to two of the world’s largest digital agency networks (Digitas and Razorfish) and two of the world’s largest media agency networks (Starcom Mediavest Group and ZenithOptimedia).

A first-of-its-kind initiative, The Pool was developed to examine the best ad models in various emerging media spaces by pooling the resources of clients and content providers to uncover human insights.  In October, The Pool launched its latest wave of research (or “lane”) focused on finding a scalable model that will allow advertisers to engage with consumers across multiple tablet devices, through both print and video content. This phase of the multi-year program unites publishers and technology companies including: ABC Television Network, Bonnier, Crackle, Digital Broadcasting Group (DBG), Microsoft Advertising, Mojiva, Rodale Inc., Scripps Networks Interactive, Tremor Video, USA TODAY, VINDICO, The Weather Channel and Yahoo!. Participating VivaKi advertisers include: Best Buy, Cadillac, The Coca-Cola Company, ConAgra Foods, General Mills, Goodyear, Samsung Telecommunications America, Walmart and others.

Tablet AdInsights is a pioneering tablet ad effectiveness research solution from InsightExpress.  Born from the company’s industry leading AdInsights® offering, Tablet AdInsights employs a proven test/control methodology to measure the brand impact that these hybrid devices have on campaigns for advertisers, agencies and publishers against metrics such as awareness, message association, favorability, consideration and intent….”

To learn more about the latest in tablet research from The Pool team, check out this post on their site.  Or, a more comprehensive overview of The Pool is available here.

Filed under: Advertising Effectiveness,In the News,Tablet AdInsights

Tags: ad effectiveness, Drew Lipner, InsightExpress, tablet ad effectiveness, Tablet AdInsights, tablets, The Pool, Tracey Scheppach, VivaKi