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Online video platform Joost has signed three-month contracts with a group of 31 big brand advertisers, including Procter & Gamble, Coca-Cola, Nike, General Motors and Visa. It will offer these marketers traditional units such as :30 mid-roll spots as well as unique formats, including a small digital overlay ad.
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“The foundation is the traditional :30 spot, which we believe is far from dead, served on a mid-roll basis,†said David Clark, Joost’s EVP of global advertising. “We’re inspired by others who seem to be able to make this work, like ABC for example.”
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Joost said it’s worked with 20 agencies to develop its upcoming campaigns mainly in the U.S. and Europe. U.S. advertisers on the system include Electronic Arts, Kraft, Lionsgate, Microsoft and Nestl� Purina PetCare. IBM, L’Or�al Paris and Nokia Nseries are among the European brands. The Coca-Cola Company, HP, and Intel are advertising globally on the system.
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