Internet-TV startup Joost signed 32 advertising partners -- including four “global” sponsors: Coca-Cola, Hewlett-Packard, Intel and Nike -- as it gears up for its launch within the next two months.
"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," Joost senior vice president of global advertising Nick Loria said in announcing the advertisers.
In the United States, Joost’s initial advertisers will also include Electronic Arts, Esurance, Kraft, Lions Gate Entertainment, Microsoft, Motorola, Procter & Gamble, Sony Electronics, Taco Bell, United Airlines, the U.S. Army and Visa.
Joost said it worked with more than 20 media agencies to develop campaigns for their clients. In addition, Interpublic Group, through its Emerging Media Lab, entered into a year-long strategic partnership with Joost.
Joost will partner with research firm Frank N. Magid Associates to measure viewing habits and advertising efficacy, including ad awareness and intent-to-purchase.