Joost signs up 31 advertisers

Internet television company Joost has signed up 31 advertisers ahead of the launch of its free service.

Joost, which was launched by Skype founders Niklas Zennstrom and Janus Friis, is testing the service prior to a public launch. It aims to provide free TV-like viewing with the wide choice and user control possible over the Internet. The service will be supported by advertising.

Joost has already signed broad programming partnership deals with Viacom and CBS Corp, and other independent producers.

It has now entered into three-month contracts with major names including Coca-Cola, General Motors, Nike and Visa, for pre-roll and overlay ads. It is working with media and brand advertising agencies to develop marketing campaigns for their clients

The company is taking an innovative approach to advertising - it hopes to micro-target audiences with new and unique ads during professionally produced programming.

Joost has entered into a partnership with Frank N. Magid Associates to monitor the effectiveness of this approach. User-consumption habits, advertising impact and intent-to-purchase data will be collected and analysed.