The 2010 Jay Chiat Awards for Strategic Excellence Winners
"Pooling Talent and Resources to Make a Splash in Today's Media Marketplace"
It's no surprise that media is changing. Over the years, it has transformed and exploded into tiny fragments that are time-shifted, digitized, shortened and readily available for consumers to enjoy whenever and wherever they are.
As our industry grapples with this new media "normalcy," attempts have been made to research standardization and monetization across new media platforms, but all have fallen short. Why? There wasn't a process in place for continued collaboration and accelerated action. Given our unique position in the industry—working closely with marketers, research partners and publishers—we knew that we could help spur industry action, so we created The Pool—an ongoing research initiative that seeks to find tomorrow's most optimal ad models by pooling industry talent, resources and expertise. In our first wave of research, focused on online video, we gathered the industry's best and brightest to explore 29 different ad models, test 43 different executions and spend 230,000 hours with over 25 million consumers to find ONE winning ad model that lapped the industry benchmark, Pre-Roll. Our findings were so compelling that we are in the process of building and operationalizing a version of the winning ad model that can be leveraged throughout the industry.
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