Tuesday, June 19, 2007

Joost to Give Advertisers Options

Peer-to-peer video company Joost, which hasn't fully launched on PCs yet, wants to get into TVs and mobile devices. It is a smart strategy to play all sides in the coming battle for advertising dollars. Since Joost wants to give away its software and programming, the service is clearly an advertising play.

Marketers want to interact with consumers, and today the PC platform offers a better experience and more flexibility. Using p2p technology should give Joost a technical edge over programmers who use video networks such as Brightcove in fighting for online ad dollars.

But the sofa set is where the biggest advertising money has been and will continue to be, so Joost plans to put its software on a chips for consumer electronics. Joost can offer advertisers the best of both worlds by reaching consumers in the office and on TV.

Joost is also preparing to grease the political wheels to get legislation that will open up channels for their TV invasion. The company has hired a bi-partisan lobbying firm to ward off the FCC or other regulatory groups that might want to limit the company's access.

By John Gartner at 10:40 AM | Comments (0)

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