Sunday, May 13, 2007
Joost Invites Unlimited and Signs Ad Deals with 31 Major Brands
Joost, the online television service from Skype and Kazaa founders Janus Friis and Niklas Zennstrom, launches today.
While you still can’t go to the site and sign up for the service, Joost is supplying current beta testers with an unlimited number of invites (they were previously limited to five). In addition, the plethora of big brand advertisers including Coca-Cola, Nike, General Motors and Visa will start their ad campaigns this month. Looks like Joost is ready to get its engine revving. The service should be available for everyone later on this month, and their latest version is available for download from existing users and those that are invited to join.
Joost is currently focusing on the English-speaking market; most of their content provided is targeted to U.S. and U.K. audiences. They do, however, plan on expanding their offerings to the global community, including Asia and Latin America. As they’ve partnered with several film and broadcasting networks to offer a wide array of premium programming, it’s sure to gain some traction. While it may be difficult to view Joost on your television set, I don’t think it will be too long before devices and services meet a happier medium.
Joost, the private beta online TV, has nailed some big brand advertisers.
A group of thirty-one companies including Procter & Gamble, Coca-Cola, Nike, General Motors and Visa, have signed three-month contracts with Joost. The advertisements will be traditional spots as well as unique formats, including a small digital overlay ad. In addition, they will be incorporating some ad widgets and an Ad Bug, which is an animated logo in the corner of the screen. Joost has worked with twenty agencies to develop the upcoming campaigns, which will focus on the U.S. and European markets.
These deals signify the furthered efforts to find creative ways of utilizing web-based models as advertising outlets. With Joost, brands can retain much of the traditional tactics they’ve often used for television, and bring in some interactive advertising units as well. As Joost offers a truly merged solution for the entertainment industry, it nicely bridges the gap for large networks and advertisers with an incredibly broad audience. Joost has recently linked up with several in the indie film market, Viacom and Diversion media for distribution deals as well.
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