The UK online video lane consisted of a collaboration of some of the UK’s leading marketers and media owners including Channel 4, YouTube, Microsoft, Samsung, O2 and Heineken. Millions of ASq impressions were served over the course of a two-month field trial, and the resulting research compiled both qualitative and quantitative data, looking at both attitudinal and behavioral analysis. The market leading research was carried out by Comscore (qualitative analysis) and Vindico (quantitative).
“The Pool has been a global success and is unique in the fact that it brings together publishers and advertisers to work towards a common goal” says Marco Bertozzi, EMEA Executive Managing Director for the VivaKi Nerve Center. He continues: “The US had carried out millions of dollars of research establishing ASq as the most effective ad format in the US, backed up by tens of publishers now running it live in market. In the UK, we wanted to validate that work and pit the winning US format against the Pre-Roll benchmark here. Results have shown considerable improvement across all criteria for ASq and confirm the premise that providing consumers with choice is a winning formula. We are excited about rolling this format out to market, which will be available to all buyers in the industry through a number of major publishers.”
Both qualitative and quantitative research demonstrated the effectiveness of ASq, which significantly outperformed the industry benchmark Pre-Roll across a number of metrics. ASq provided click-through rates for advertisers that were 12% higher than Pre-Roll and an increase in completion rates of up to 10%, with peaks of 98%.
Michael Buckley, Head of Trading at Microsoft Advertising comments: “As a company, Microsoft is at the forefront of new format development and this project with VivaKi, fitted perfectly with our aim of enhancing the consumer experience while also increasing advertiser engagement. The results have been very encouraging and give advertisers another proof point for success rather than a pure click measure.”
James Grant, UK Country Manager for Vindico comments: "As global partners of VivaKi, we were extremely pleased at the chance to work with the UK market on the ASq choice format. Everybody likes a choice and UK consumers are no different! They reacted very positively to ASq, which in turn was great for publishers, and for VivaKi's clients. We are looking forward to extending the ASq format commercially with VivaKi's key UK partners."