A large group of advertisers, brands, and online distribution portals, led by Starcom MediaVest Group and Vivaki Nerve Centre are joining together to create industry standards for new advertsing models, specifically focused on digtal distribution.
Many advertisers, brands, and content portals have been complaining for years of a lack of standards for the placement/packaging of advertising for content, on-line, and any other digital platform that presents an opportunity or landscape to have content/information delivered to an audience.
The "Pool" as it is called, brings standards to a collection of media "pooled together" for media buyers & agencies to choose from for added vaclinet value.
Starcom MediaVest Group and Vivaki , both led by Curt Hecht of Vivaki, will spearhead thr group and industry standards for online/digital ad-buys.
Starcom's advertising clients, that include Allstate, Applebee’s, Capital One and Nestle Purina, will be paired with content partners Broadband Enterprises, CBS Interactive, Discovery Communications, Hulu.com, Microsoft Advertising, Platform A and Yahoo!, to name a few, with the sole goal of streamlining and organizing the structure for digital ad-buys.
This is both strong and good news for content owners and creators who could possibly recieve a better accounting and higher ROI for their contemt, and on-line portals, who would recieve top dollar for their digita real estate.
If done right it could be win-win for all involved "POOL" parties, but if the standards are not managed effectively, it could creat more confusion and hysteria to an already, at times, confused space.
Lets hope for the win-win.
Monday, January 26, 2009
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