Joost: advertising on Internet TV

The Internet TV project Joost signed a three-month contract with 31 large 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 video content. The promotional offer also includes the placement of static images, the overlay of images on top of the 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.
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Joost is currently working with 20 advertising agencies, developing advertising campaigns for the United States 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 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 watch the advertiser’s video right there (for example, this could be a movie trailer).
The research company Frank N. Magid Associates will study the possibilities and determine the effectiveness of the advertising system at Joost, and a one-year contract for the sale of advertising has already been concluded with the Interpublic Group's Emerging Media Lab .

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

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

Run, apparently, soon. TV, the way you want it?

I wrote a week ago, I forgot to remove the locks. But taking into account the mass addition of the audience, I think that is still relevant.

[via Clickz]