Joost: Internet TV Ads

Joost, an Internet television project, has signed a three-month contract with 31 major advertisers, including Procter & Gamble, Coca Cola, Nike, General Motors and Visa. The main advertising format is 30-second mid-roll spots, i.e. videos that interrupt the display of video content. The promotional offer also includes placing static images, overlaying images on top of content and widgets. In addition, advertisers will be able to create their own branded entertainment programs and act as channel sponsors.


Also, Joost created the AdBug format - an animated advertiser logo that periodically appears in the corner of the screen during the program.

Joost is currently collaborating with 20 advertising agencies, developing advertising campaigns for the USA and Europe. American brands include Electronic Arts, Kraft, Lionsgate, Microsoft, and Nestlé Purina PetCare. From Europe - IBM, L'Oréal Paris and Nokia Nseries. Coca-Cola Company, HP and Intel will advertise in the project more globally.

Joost offers to show only one video in programs whose duration is comparable to regular television shows. Thus, the amount of advertising relative to the content will be much less than on television.

By clicking on the advertising module, the user will be able to get more detailed information, follow the link or immediately see the advertiser's video (for example, it can be a movie trailer).
Frank N. Magid Associates , a research company, will study the possibilities and determine the effectiveness of the advertising system in Joost , and an annual contract for the sale of advertising has already been concluded with Interpublic Group's Emerging Media Lab .

Joost really turns into an analogue of television, and is very convenient for advertising. The viewer himself forms his own TV program and informs Joost himself about his preferences (there is already a rating system when you can mark a program you like), providing great opportunities for targeting.

Viewers, probably, will least of all be glad to choose Joost in favor of the most traditional advertising format. Moreover, now the broadcasts are interrupted, as they say, “in the most interesting place”, unlike traditional television, where the ad unit begins at the junction of the scenes / plots. So there is something to work on.

The launch, apparently, is coming soon. TV, the way you want it?

Wrote a week ago, forgot to remove the locks. But given the massive increase in audience, I think that it is still relevant.

[via Clickz]