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BizReport : Advertising archives : April 30, 2007

Joost signs up major advertisers ready for launch

Joost, the soon-to-be-launched internet television service, has signed up major advertisers including Nestlé, IBM, Electronic Arts and Intel.

by Helen Leggatt

joost%20logo.jpgThe Joost site, which is still in beta test mode, is being developed by the founders of Skype. Its aim is to become something resembling an online global cable TV network and, much like TV networks, advertising will be incorporated in to the programming and environment.

Boosting Joost’s launch, which is due “sometime in the spring” according to their blog, is their list of over 30 blue-chip advertisers which includes Coca Cola, Intel, United Airlines, Nike, Hewlett-Packard, Samsung, EA, Nokia, Vodafone, General Motors Europe, Warner Bros, L'Oreal Paris and IBM, among others.

Ad prices are reported to be between $50,000 for U.S.-only spots and $100,000 for international broadcasts. As well as traditional 30-second mid-roll ad spots, Joost will be offering a variety of advertising options such as interactive overlays and widgets. Hand-raisers will also be an option and Joost is calling them “Ad Bugs”. They consist of small, unobtrusive icons which appear periodically throughout a program on which viewers can click to be taken to further product information or to an advertising microsite or homepage.

Registration for Joost includes user information that can be used to profile audiences and enable targeting of ad campaigns. "It's a whole new way to market to people,'' said Mark Renshaw, senior vice president of Arc, a marketing agency who is developing contextual ads for insertion in to its clients programs. "You're combining the best of the rigor of direct marketing with the richness of the Internet and the entertainment of television.''

Despite programming deals with the likes of Viacom Inc. and CBS Corp., the biggest complaints from users who have visited the site seems to be lack of content and slow download times.

Tags: internet television, Joost

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