Coca Cola, General Motors and Yahoo! unite in quest to find best ad formats for tablets
Coca-Cola, General Motors and Yahoo! were among the first brands to join forces in an industry-wide research project, spearheaded by VivaKi, to define the best ad formats for tablets.
The global research project, called The Pool, was kick started by VivaKi in 2010 to identify the best ad format for the online industry. After determining preferred standards for video ads it turned its focus to tablet formats in 2011.
A total 26 US-based advertisers and publishers joined the Pool in 2011, to help drive a three-phased approach of quantitative, qualitative and field trial research in which 37 ad formats were tested among 20 million US consumers over a 14-month period.
The study is understood to be the first of its kind industry to bring together clients and media owners in an attempt to identify, test and create industry standards for new ad models.
Three ad formats were selected as favourites by both the the Pool Group and consumers beating other formats including ad selector video format ASq and AdBank, a video format that lets users choose to watch a programme in return for credits or the ability to skip the ad.
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