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Opportunity In Internet TV at Joost

Posted on 5.02.2007
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Internet television service Joost has lined up a high-profile stable of advertisers, including United Airlines, Microsoft, Sony Electronics and Unilever, as it prepares for its launch (which could come as early as next Tuesday). Joost plans to send free, advertiser-supported programming to computers over the Internet using its service. While there remain many questions about the commercial viability of Joost, information about advertising opportunities is finally being discussed - and it's sounds pretty darn cool.

While for the most part Joost advertising will resemble traditional 30-second television spots, some advertisers will be able to take advantage of an interesting interactive capability developed by Arc, a marketing agency part of the Leo Burnett division of the Publicis Groupe. Arc has developed “contextual” ads (dubbed "overlays") that will be inserted into relevant program which will appear as the shows are running with a small box called a “hand-raiser.” Viewers who click on the hand-raisers will be sent to the “overlay,” or menu of content created for the advertiser. Click-through menus could also be used to direct viewers to an advertiser’s Web site or e-commerce platform.

All in all, Internet TV could provide some highly targted advertising opportunities and it's definitely something to keep an eye on.

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