InsightExpress Selected as Research Partner by VivaKi for “The Pool”

The Pool Program Focuses on Testing and Building New and Emerging Tablet Advertising Models via InsightExpress’ Tablet AdInsights

STAMFORD, Conn. – InsightExpress, a leading marketing research and data analytics firm, announced that it has been commissioned by VivaKi to measure advertising effectiveness on tablet devices employing its Tablet AdInsights product as part of the most recent wave of The Pool, an ongoing research initiative that seeks industry alignment for engagement platforms of the future. VivaKi is a division of Publicis Groupe and home to two of the world’s largest digital agency networks (Digitas and Razorfish) and two of the world’s largest media agency networks (Starcom Mediavest Group and ZenithOptimedia).

A first-of-its-kind initiative, The Pool was developed to examine the best ad models in various emerging media spaces by pooling the resources of clients and content providers to uncover human insights. In October, The Pool launched its latest wave of research (or “lane”) focused on finding a scalable model that will allow advertisers to engage with consumers across multiple tablet devices, through both print and video content. This phase of the multi-year program unites publishers and technology companies including: ABC Television Network, Bonnier, Crackle, Digital Broadcasting Group (DBG), Microsoft Advertising, Mojiva, Rodale Inc., Scripps Networks Interactive, Tremor Video, USA TODAY, VINDICO, The Weather Channel and Yahoo!. Participating VivaKi advertisers include: Best Buy, Cadillac, The Coca-Cola Company, ConAgra Foods, General Mills, Goodyear, Samsung Telecommunications America, Walmart and others.

Tablet AdInsights is a pioneering tablet ad effectiveness research solution from InsightExpress. Born from the company’s industry leading AdInsights® offering, Tablet AdInsights employs a proven test/control methodology to measure the brand impact that these hybrid devices have on campaigns for advertisers, agencies and publishers against metrics such as awareness, message association, favorability, consideration and intent.

“As tablets redefine the media landscape, it’s up to the advertising, media and research communities to proactively assess and understand the impact of environment, consumption habits, technical capabilities and consumer attitudes towards emerging ad formats,” said Drew Lipner, EVP, Group Director at InsightExpress. “We are thrilled to be working with VivaKi on an initiative as important and timely as The Pool Tablet Lane. InsightExpress’ involvement in the Tablet Lane is a perfect marriage of our digital marketing accountability expertise and innovations made in the tablet field.”

“The Pool would not be where it is today without outstanding partnership and collaboration. To be successful, we seek out the best leaders in the industry to help us determine the best path forward, and InsightExpress is both a leader in ad effectiveness research and a pioneer in mobile technology,” said Tracey Scheppach, VivaKi’s EVP Director of Innovations and Co-Founder of The Pool. “For this reason, InsightExpress was chosen as a partner for the The Pool’s latest Tablet Lane, and we look forward to working with them to find the optimal engagement platform for advertisers, publishers and consumers on the tablet.”

About InsightExpress

InsightExpress is an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. The company’s proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. With vast industry expertise, proprietary methodologies and an exclusive platform, InsightExpress helps agencies, media and marketers optimize marketing initiatives across online, mobile and other media. Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. For more information, please visit our corporate Web site at or our InsightfulAnalytics blog at; you may also call us at 203.406.3233.