Channel 4 and YouTube join search for UK standard video ad format

Channel4, YouTube, .Fox Video Networks and clients Aviva, Kronenberg, RAC and RIM are among the publishers and advertisers joining media agency Vivaki’s search for a standard long-form online video ad format in the UK.

They’re the first to join the UK end of Vivaki’s The Pool project, started in the US.

Vivaki, which has already established Hulu’s ASq three-slate format as a US-standard after working with US publishers and advertisers, is looking to roll this out globally to help make online video buys more efficient and effective.

Vivaki Nerve Centre EMEA MD Marco Bertozzi has been rallying UK publishers and advertisers to join the research initiative for the last six months.

“The partners we have on board now, and those I know will join us, will allow us to create real change in the video space,” he said.

The ASq format, endorsed by the IAB in the US, is being used by companies in the US including ABC, AOL, MSNBC, NBC, Yahoo and YouTube.

IAB UK head of industry programmes Jack Wallington said the IAB is aware of the project and would consider combining efforts for video ad standardisation when the project yields results. It does not interfere with the IAB’s own video standard initiatives, he said.

The Chinese end of The Pool project is expected to come to fruition in early 2011.

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