Joost Experiments With Video Ad Formats
Joost is offering advertisers a range of formats beyond the traditional 30-second spot. Ten-second and 15-second pre-, mid-, and post-roll options are all available, all with interactive capabilities for users to delve deeper into ad messages if they desire.
Another alternative is a roughly 5-second "Brought to You By..." "introstitial," according to Elders. "We're going to be doing a lot of experimenting around our three core principles of targetability, measurability, and interactivity," he said. "There are a lot of unknowns, and we really don't know yet what viewing patterns are going to be like."
In addition, rather than interrupting programming, Joost will run ads alongside content known as "hand-raisers," which users can click for more information either within Joost's platform or on a brand's own Web site.
What I'd like to see some brand try is a 3 second pre-roll, a 5-10 second mid-roll, and a 30 second post-roll, all tied together intelligently to tell a complete story if you watch all three ads. And supplemented by text or banner links for the deep dive. I think that would work really well on the Internet.