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Joost looks at targeted advertising model
Online TV distribution company Joost is considering how to deliver relevant internet advertising to viewers.
The company aims to target advertising specifically to viewers based on the personal and demographic information that they enter when they first register with Joost, the New York Times reports.
The firm has signed deals with large advertisers such as United Airlines, Microsoft and Sony Electronics and will also show 15 or 30-second advertisements during programs.
It is also experimenting with innovative forms of advertising such as so-called "ad bugs", graphics that float in the corner of the screen reminding viewers which products have just been advertised. These can be clicked to take the user through to the relevant websites.
"From an advertising point of view, this is a paradigm shift," said Joost's new chief executive, Michelangelo Volpi.
"It is not a banner ad or a text ad or a 15-second spot that used to be shown on television. It's a hybrid that allows you to target the ad to individual viewers and let them act on it."
Joost was created in 2006 by Skype founders Niklas Zennstrom and Janus Friis. The company is just one of many online firms looking to push internet advertising forwards as the global online population grows.
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Search Marketing news posted on 08 June 2007
