Marketers and Publishers Unite to Unlock the Secrets of Tablet Advertising

  Marketers and Publishers Unite to Unlock the Secrets of Tablet Advertising

User Insights and Field-Test Recommendations Follow a 14-Month Long Study of
20 Million Consumers

PR Newswire

CHICAGO, April 3, 2013

CHICAGO, April 3, 2013 /PRNewswire/ --Happy birthday, tablets, you've made
quite the impression since the iPad was introduced three short years ago. Now,
thanks to the hard work of 26 advertisers and publishers, we know more about
you—and how you impact advertising—than ever.

The findings follow a 14-month long research study conducted by VivaKi's The
Pool, an ongoing initiative to uncover advertising solutions of the future, in
conjunction with advertisers and publishers. A large data-rich overview of the
tablet landscape and The Pool's extensive research study can be found in an
app entitled "The Pool – The Tablet Lane," now available for download in the
Google Play ( and Apple App stores

"Tablets were still very much in their infancy when we started our research in
the space," said Tracey Scheppach, VivaKi EVP, innovations director and
founder of The Pool. "We knew we needed to work with marketers and publishers
to learn about the advertising potential of this game-changing device. The
amount of research we conducted is unprecedented; we reached one in three
tablet users, so we feel quite confident that the learnings we uncovered are
reflective of consumers' wants and needs with regards to their tablet
advertising. Above all, we learned Steve Jobs gave marketers a gift and now is
the time to ignite it in the marketplace."

The Pool unites leading marketers, publishers and research companies who then
work together to unlock solutions that benefit all parties, including
consumers. Some of the companies that participated in The Pool's tablet
research included:

                           ABC Television Network
Bank of America
Best Buy                                               Research Partners
The Coca-Cola Company                                  Alternate Routes
                           Digital Broadcasting Group
ConAgra Foods                                          Ipsos MediaCT
General Mills                                          InsightExpress
                           NBC News Digital Group
General Motors                                         
The Goodyear Tire                                      Ad Serving Partner
                           Scripps Network Interactive
 & Rubber Company                             Medialets
                           Tremor Video
Procter and Gamble                                     
                           USA TODAY
Sanofi Pasteur
                           The Weather Company


"This research was incredibly valuable for understanding how tablet users
interact with brand messages. Unlocking the power of the tablet is key for us
given the significant in-kitchen use," said Heather Dumford, global marketing
manager, ConAgra Foods, Inc.

"The Pool – The Tablet Lane" App

Created by Melcher Media, producer of Al Gore's award-winning "Our Choice"
app, "The Pool – The Tablet Lane" provides users with an immersive experience
to engage with advertising executions from the participating clients, review
best practices, visualize the history and rapid rise of tablets and explore
where and when people are using the device. The app also includes The Pool's
unprecedented research into the tablet advertising landscape along with a
compilation of key, up-to-date data on the tablet market and perspectives from
leaders in the tablet industry.

Uncovering Insights in the Tablet Ecosystem

With $5 million in media spend, The Pool considered 37 different original
ideas, tested 130 different executions, spent over 26,000 hours with industry
peers and spent over 871,000 hours with more than 20 million consumers through
qualitative, quantitative and field trial research. With 70 million tablet
owners in the U.S. as of December 2012, the initiative reached roughly one in
three owners.

About VivaKi
Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of
the CAC 40 index), the world's third largest communications group, VivaKi was
established in 2008 to propel the digital transformation and expertise of the
Groupe and its agencies. Today we are the global leader in digital advertising
solutions, working with the world's leading organizations to help them
navigate the evolving and chaotic media landscape. Visit us online at or follow us on Twitter: @VivaKi.

About The Pool
Part of VivaKi's Emerging Opportunities pillar, The Pool exists to uncover new
and improved advertising solutions - ones supported by consumers, advertisers
and media companies. It is designed to bring together the leaders, pioneers,
and the futurists to help scale and monetize evolving media platforms. Since
launching in 2008, The Pool has expanded its reach across the globe,
attracting more than 100 companies to its cause in 14 lanes, or areas of
focus, across seven countries. Its efforts have tackled everything from online
video to cross-media metrics to tablets and IPTV.

Josh Dysart


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