In anticipation of its impending launch, video streaming website Joost announced yesterday it has secured 32 advertising launch partners.

The brands include Coca-cola, HP, Intel and Nick as well as Vauxhall, IBM and Vodfone in Europe and indicate the potential financial growth of such a service.

Joost has been developed by Niklas Zennstrom and Janus Friss, who previously created Skype and file-sharing program Kazaa.

It is notoriously difficult to measure the return on investment of advertising in traditional media but as click-through-rates and purchase numbers can be tracked by ISPs and specialist monitoring companies, brands are beginning to plough their marketing resources into the web.

Joost will work with Frank N Magid Associates to measure user consumption habit, and advertising efficacy, including ad awareness, receptivity, engagement and intent-to-purchase for their clients.

David Clark, executive vice president of Joost's global advertising, said: "Joost has attracted partners from every major brand category because we offer an advertising platform that is similar to TV, with high-quality programming - and we're providing unparalleled user statistics and insights, as well as an unmatched level of interactivity, targetability and measureability."

Joost co-founder Friis added: "Our success in lining up leading brands from around the world is a testament to our delivery of a unique advertising value proposition."




Friday, 27th April 2007

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