The Pool Lane One: Making a Splash with Online Video

Helen Katz

This paper presents a large-scale study on the effectiveness of different online video advertising formats.

The Pool Lane One: Making a Splash with Online Video

Helen Katz

In recent years, media have become time-shifted, digitized, shortened, and readily available for consumers to enjoy whenever and wherever they are. In this world, digitization and consumer empowerment reign supreme. We must embrace change, shift with evolving technology, and find advertising models that work.

In 2008, VivaKi-a Publicis Groupe agency umbrella covering Digitas, Starcom Mediavest Group, and ZenithOptimedia-initiated a consortium to find and develop new and improved models of advertising for individual media platforms, supported by consumers, advertisers, and media companies. In bringing these parties together, the collective...

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