VivaKi Launches Innovative Video Ad Platform in China with Eight-of-Ten Top Sites Onboard

By on 11/23/2010 11:35 AM @beet_tv

MONACO — VivaKi, the umbrella for the digital agencies of the Publicis Groupe, has been rapidly expanding the implementation of its online video advertising platform globally. 

Called The Pool, it has been embraced by eight of the top ten video publishers in China, says Curt Hecht, President of VivaKi Nerve Center, in this exclusive interview with Beet.TV

The Pool’s ad selector program, called ASq, has been used by a number of leading publishers including Hulu, Yahoo!, YouTube, CBS Interactive, MSBNC.com and Microsoft.   

The initiative has brought together several smaller independent technology companies for the initiative including BBE’s Vindico unit, Panache and Visible Measures.

Hecht tells Beet.TV that he hopes that the Pool will become the industry standard for serving online video, not just for Publicis agencies and clients.   He suggests that the other big advertising holding companies WPP and IPG “buy” the service for their use.

He claims that the implementation of The Pool drives video advertising consumption by 200 percent.

Next market for the roll-out is Spain, he tells us.  Hecht is based in Paris.

Hecht was a speaker at the Monaco Media Forum earlier this month, where we interviewed him.

In June, we spoke with Mark Marvel, the director of video at MSNBC.com about The Pool and its implications for publishers.  We have republished this interview below.  Also this year, we interviewed BBE founder Matt Wasserlauf about The Pool and his company’s work.  We have also republished this interview today, at the bottom of this post.

In a related story in today’s  New York Times, Brian Stelter reports on how more advertising dollars are migrating to online video.

Earlier this month VivaKi and Google announced a two year program to sell mobile video advertising.

Andy Plesser

 

Recent Videos
image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

image
Ad Tech Lets Advertisers Run Their Own Show: MediaMath’s Cox

Larger advertisers are beginning to realize that, with a range of new online technology, they can disintermediate their agencies to take more control of their own campaign spending, says an ad tech exec. “We’re seeing an increase in operators wanting to run their own marketing programs directly using ...

image
2014 Is ‘The Year Of Private Marketplaces’: BrightRoll’s Avila

The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private ...

Stefan Maris, Civolution
Publishers May Soon Sell TV-Synced Ads: Civolution’s Maris

Nowadays, advertisers are starting to buy ads in social media streams that are synchronized with TV ads. Soon, they may also get to buy display ads on premium publisher sites in the same way. “2014 was all about getting the pipes in place,” says Stefan Maris, global product manager of Civolution, ...

image
“Utopia” Of Programmatic TV is Getting Closer: TubeMogul’s Eadie

The holy grail of mass-market TV through which advertisers can target individual viewers is coming nearer as better and better ad tech improves prospects, says one company playing in this emerging area. “We obviously don’t have that utopic state in linear TV right now,” says TubeMogul CMO Keith ...

image
Key Focus for Programmatic Should Be Business Outcomes, Razorfish’s Kathuria

The key focus of programmatic buying should be on delivering business outcomes for a marketer, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. If an agency can do that, then it makes sense to keep programmatic buying in house, he says. In the coming year, he predicts ...

image
Amazon to Buy Live Video Portal Twitch for $1Billion, report

Twitch, the live video platform that allows gamers to interact over  the Internet, will be acquired by Amazon for over $1 billion, the Wall Street Journal reports.   the site was formerly known as Justin.tv, a pioneering platform for personal live streaming. Last year, we spoke with chief revenue officer ...

image
Ad Buyers Don’t Have To Abandon Open Exchanges: VivaKi’s Bertozzi

WPP ad group GroupM made waves earlier this year when it announced it would no longer buy online ads from open exchange marketplaces, as first reported by Beet.TV. But rival Publicis’ VivaKi digital unit doesn’t think that’s necessarily the right strategy. “If you limit yourself by ...

image
Open Ad Exchanges Need Open Practices: IPG’s Seiler

After GroupM announced, earlier this year, it would no longer buy online ads from open exchange marketplaces, more criticism is being voiced by ad buyers about how such exchanges operate. IPG Mediabrands’ global CEO Matt Seiler tells Beet.TV in this video that more openness is needed from the ...

Michael Rubenstein, AppNexus
Programmatic Revolution Is “Eating The Media World”: AppNexus’ Rubenstein

“Programmatic” methods of buying and selling digital advertising space have come a long way since they were used only to shift un-loved banner slots. “What started as a fringe trend in the digital advertising space is now taking over the entire industry,” AppNexus president Michael ...

Chris Smith, Turn
Consolidation Wave Good For Video Ad Tech: Turn’s Smith

AOL bought Adap.tv, Facebook bought LiveRail and, last month, RTL Group bought a majority of SpotXchange - a wave of consolidation is under way, as large media groups buy up programmatic video ad tech vendors. “Consolidation is a great thing for the industry,” says the emerging media VP of ...

loader