Publicis' VivaKi signs unprecedented video ad pact, more to come?

Posted by Mario Sgambelluri on March 22nd, 2010 at 12:00 am

VivaKi networks chose BBE's VINDICO Group as its preferred video analytics provider.  According to a BBE spokesperson, this is the first deal of its kind.

So what? Two things. One, VivaKi includes some pretty big players in the digital ad space: Mediavest, Digitas, Razorfish and more. Two, this is a strong signal that video ad measurement standards are still a tangle. Earlier this year, TechCrunch placed "lack of definitions and standards" atop the list of 12 Surprising Things Holding Back Online Video Advertising.

VivaKi's top concerns addressed by the deal? "Single-source serving and tracking, and single-surce data and measurment," said BBE.

The VivaKi-BBE arrangement seems like an end run around waiting for industry-wide standards to take hold, and may the first in a string of such deals.

Deals like this should help agencies do a better job of demonstrating online video advertising performance and, ultimately, drive more spending.

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