VivaKi's so-called Pool initiative on Monday unveiled tablets as its next "lane" -- or area of advertising research.
While the full roster is still coming together, tablet lane participants include ABC Television Network and Bank of America.
This effort aims to find a scalable engagement model for marketers to connect with consumers on tablet devices across video and print content.
According to eMarketer, by 2012 nearly 41 million Americans -- or 13% of the population -- will have a tablet device. This represents a 319% increase from 2010.
Tracey Scheppach, VivaKi's SVP/Innovations Director and co-founder of The Pool, said the time is now to tackle this emerging medium.
"As tablet adoption increases, the future isn't going to wait for us to figure it out," Scheppach said Monday.
Since its launch in 2008, The Pool has conducted eight global lanes and identified and built an online video ad model, dubbed ASq, which is currently operational in the Unites States.
Scheppach said the area of focus for the newest lane was decided after an exploration process that comprised meeting with over 100 companies, along with an outreach to more than 1,000 industry thought leaders.
Expected to officially kick off in October, additional media and brand participants include Bonnier, Cadillac, Crackle, Digital Broadcasting Group, General Mills, Microsoft Advertising, Rodale Inc., Scripps Networks Interactive, Tremor, USA Today, VINDICO and The Weather Channel.
Part of Publicis Groupe, VivaKi said The Pool has so far logged over 35,000 hours, working with 100 different companies, while reaching 262 million consumers to find an online video ad model that outperforms the industry's pre-roll standard.