Publicis Groupe’s digital unit VivaKi is opening its online video research initiative, The Pool, in China with a long list of marketers and content sites. The Pool launched in the U.S. only in January ’09 and this makes China the second market to be included in the project, which is intended to find the best ways to capitalize on the growth of online video. This past week, VivaKi said it would begin to heavily promote an ad format that lets viewers choose what kind of ad they’re served.
Aside from highlighting the importance of online video as a marketing medium, the choice of China as the second market to study reflects Publicis’ increased focus on the county. Over the past few years, the company has acquired at least eight advertising and marketing agencies in China, which was still a hot growth area despite the severe ad slowdown elsewhere.
Among the participants in VivaKi’s experiments are General Electric (NYSE: GE), L’Oreal Paris, Lancôme, as well as Shanghai GM, Huiyuan Juice, Chang