• by Steve McClellan  @mp_mcclellan, August 15, 2011

Some the nation's biggest advertisers and media companies are participating in a research and beta testing project spearheaded by Publicis' VivaKi operation, that is designed to find a scalable engagement model for the growing tablet media that connects marketers to both video and print users on the devices.

The complete list of participants is still being finalized but the participants include ABC TV, Bank of America, Bonnier, Cadillac, Microsoft Advertising, Rodale Inc., Scripps Networks Interactive and General Mills among others.

The project kicks off in October.

"As tablet adaption increases, the future isn't going to wait for us to figure it out," said Tracey Scheppach, senior vice president and innovations director at VivaKi, and co-founder of The Pool, a collaborative emerging media research that is behind the effort.