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Joost, the online television program which has been gaining media attention over the past few weeks, has just signed major advertising deals. Last week, Joost announced that it had signed more than 30 blue-chip brands, including The Coca-Cola Company, HP, Intel and Nike, as advertising launch partners. Beginning this past monday, advertisements from some of the ad launch partners began to play on the platform. Advertisements from all the ad launch partners will be airing on Joost later this month. iTWire is also reporting that Sony is joining Joost with old TV series such as Charlie’s Angels and Starsky and Hutch, Hasbro will provide the old Transformers and GI Joe cartoons, and Turner Broadcasting System will provide CNN news and interview shows, along with episodes of Aqua Teen Hunger Force and Robot Chicken from Adult Swim.
One of the best parts about Joost is that it is free and the advertisements are not annoying. I watched Joost for the first time this week (for a little over an hour) and each show was broken up into numerous 3 minute (or so) sections or clips with a short (less than 10 second) advertisement in between each one. Here is an ad for Taco Bell:
So what does Joost mean to internet marketing? Well, with the emerging internet television market, expect to see a number of companies startup that specialize in producing these shorter made-for-online-tv advertisements. I also wonder how targeted, measurable, and expensive the advertisements are / will be (maybe small businesses will be able to purchase small runs of online video advertising). Will Joost add the ability to click the advertisement and be redirected to a website? In a recent press release, Joost said:
Online video distribution is becoming an increasingly competitive medium for advertisers, and Joost delivers a distinct environment: the ability to micro-target audiences with new and unique ads during professionally-produced programming.
However, they never elaborated on this topic and their website has very little information in regards to advertising.
While I couldn’t find any specific numbers as to the number of users on Joost, I’m sure it is quite high and with them opening beta this past week I’m sure those numbers will sky rocket. On a somewhat related note, TechCrunch had a post this week that stated 45% of Europeans watch television online. The only major downside I could find is the lack of shows and movies, but that is starting to change.
Note: This post was inspired by a recent post at marketing.fm.
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