In an effort to learn more about online video ad formats, Starcom is expanding its research project called “The Pool” to include new publishers and advertisers focused on short-form content for the Web, said Tracey Scheppach, SVP and video innovation director at Starcom USA.

In my interview at the OMMA Video conference in New York on June 16, Tracey said new partners include AOL, CBS, BBE, Fancast, Microsoft Advertising, and Tremor Media, with Starcom clients US Cellular, Bank of America, and General Mills coming on board.

Starcom launched The Pool earlier this year to evaluate ad formats. They will whittle down an initial group of 30 to about five with the “winner” being announced in February 2010. With the newly expanded effort, dubbed “Lane 2,” Starcom will research additional ad formats. Starcom is also recruiting additional marketers for the research project.

Starcom is not alone in its efforts to develop standards and best practices for online video. The Internet Advertising Bureau and the Online Video ROI Council are among the industry groups working towards a set of standards for metrics and ad formats too.

Efforts to develop standards can help usher more dollars into online video, which is projected to reach $699 million in ad revenue this year, according to Magna.

Daisy Whitney, Senior Producer

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