Starcom gathers clients and media owners to test new ad models

by Staff, Brand Republic 23-Jan-09, 11:10

CHICAGO - Publicis media agency Starcom has launched an initiative designed to create and research new ad models, starting with online video, in partnership with clients and media owners such as Hulu and Microsoft Advertising.

Starcom has dubbed the initiative 'The Pool', after the idea that there will be a pooling of resources and insights by its clients, selected content providers and technology companies.

The latter include CBS Interactive, Discovery Communications, AOL's Platform A and Yahoo!.

Perhaps notable for its absence is YouTube owner Google, particularly as it has already been working on innovation ideas with Publicis.

Clients involved include insurer Allstate, credit card provider Capital One and petfood company Nestle Purina.

The initial focus is on online video, with future efforts covering advanced TV, mobile media and social networking, according to David Kenny, managing partner of VivaKi, the Publicis strategic media unit set up last year.

VivaKi Nerve Centre president Curt Hecht developed the concept of The Pool along with Tracey Scheppach, video innovations director at Starcom and Helen Katz, research director at Starcom MediaVest Group.

Laura Desmond, worldwide chief executive of Starcom MediaVest Group, said: "We already know consumers behave differently when interacting with different media, so we have to move away from old models."

Comments

video poet - 24/01/2009

I feel the future for online video/ advertising is re-edited tv and film material with advertising mashed into it and put to music. As a new art form. Imagine a few clips of Jaws spliced with a bit of mozart, a bit of Raiders of the lost ark and a bit of the news, put to music and with re-edited advertising mashed into it. This is the future.

James Ghani - 26/01/2009

I appreciate "Video Posts' views on moving image and multimedia mash-up - however, this is hardly new and certainly is not 'the future'. I would cite the work of John Maybury by example, who was 'mashing up'/splicing video/film/advertising and paradoxical music genres back in the mid 1980's. No, the future of online video is rather ALL about interactivity - both editorially and technically.