Research

In recent years, media has become time-shifted, digitized, shortened, and readily available for consumers to enjoy whenever and wherever. This is a world where digitization and consumer empowerment reign supreme. We must embrace change, shift with evolving technology, and find advertising models that work. The Pool exists to find these new and improved models by bringing consumers, advertisers, and media companies together.

The Pool is a process that starts with a kick-off meeting where media companies bring ad format ideas. The Pool then conducts research using a democratic and sequential 5-2-1 approach: five formats tested qualitatively, two formats tested quantitatively, and one format tested in the field trial. Throughout each phase, the formats are compared to the industry standard.

The Pool journey began when the industry demonstrated a need for alignment in the online video space. Lane 1 launched in November 2008 to focus on online video and Lane 2 launched in July 2009 to focus specifically on short-form video. The focus was placed on online video because it is facing the dime dilemma: publishers have not been able to monetize all the content online in a way that competes with television revenues, while the amount of content and views keeps increasing.

Combined, The Pool Lanes 1 and 2 considered 57 different ad formats, tested 91 different executions, spent over 21,000 hours with industry peers, and spent over 1 million hours with more than 47 million consumers. All of this resulted in the ASq, the winner of Lane 1 and Lane 2. Full research reports can be downloaded from the links below.

Downloads

	The Pool Lane 2 Book.pdf		The Pool Lane 1 Book.pdf
	Pool L2 -  Full Executive Summary.pdf		Pool L1 -  Executive Summary.pdf
	Pool L2 -  Condensed Executive Summary.pdf		Pool L1 - Condensed Executive Summary.pdf
	Pool L9 -  Tablet Deep Dive.ppt		Pool L9 - Tablet Quick Facts.pdf