China Becomes Second Market to Scale ASq

Chicago :VivaKi announced the results from its online video research in China, which was conducted via the entity’s proprietary research initiative The Pool. The Pool is designed to align the industry on engaging ad models of the future. This is the third “swim lane” or wave of study to be launched globally. After 8 months of qualitative, quantitative and field trial research by CR-Nielsen, DCCI and Admaster, The Pool has named ASq the winning model for online video in China. ASq is a format that allows the user to select a preferred ad from a group of brand messages prior to viewing online video content.

China is the second country in which The Pool has been activated. This piece of research follows two successful lanes in the US, centered on online video, which also landed on ASq as the winning ad model. To date, The Pool has conducted three years of research, considered 94 ad models, tested 160 executions and spent more than three million hours with over 263 million consumers.

In China, The Pool gathered nine top marketers such as L’Oreal, Lancôme and GE among others, to test online video ad formats on nine major video websites, including Youku, Tudou, Ku6, Sohu TV, CNTV, Qiyi, PPTV, PPstream and Xunlei. In total, nearly 25,000 surveys were collected and reviewed in the process. Compared to the Pre-Roll industry benchmark, The ASq provided click-through rates for advertisers that were 45% higher than Pre-Roll.

‘‘ASq can be identified as a beacon for China’s video marketing and an ad model of great significance,” said Yifei Li, Chair of VivaKi Greater China. “We believe it will become the online video standard in the industry and will promote continued movement of ad spending to where the consumers are. We will continue to seek the most effective advertising models across platforms for the Chinese market, via The Pool. I am confident that more and more advertisers will participate in the program, and share the great potential of digital media!”

“The fact that the ASq has been selected as the optimal online video model in two large markets shows that the model has potential to become a global standard,” said Tracey Scheppach, VivaKi Global Director and co-founder of The Pool. “The unanimous support we have received from over 100 companies worldwide also demonstrates that, through collaboration, anything is possible. Together we can accelerate this dynamic industry.”

The Pool has launched other online video lanes globally and will soon extend its research to additional emerging media platforms in 2011.

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