Marketers and Publishers Unite to Unlock the Secrets of Tablet Advertising

Wed Apr 3, 2013 10:53am EDT

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

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

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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