Joost Signs on 32 Advertisers for Launch

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The company that wants to bring broadcast-quality television to your computer has just secured a crucial component for its venture: money. Joost announced Thursday that it has signed on 32 companies to advertise on its Internet TV service at launch.

Global advertisers include big names like Coca-Cola, HP, Intel, and Nike. The longer list of U.S. advertisers includes tech companies like Sony, Microsoft, Motorola, and Electronic Arts, but also conventional TV advertisers like Kraft, Procter & Gamble, Taco Bell, United Airlines, and Garnier Fructis. Even the US Army will be getting a slice of advertising pie.

And if you thought TV and the Internet would converge without some heavy-duty consumer monitoring, you should have known better. Joost has partnered with research service Frank N. Magid Associates to drum up some hard data on consumption habits and advertising efficacy. They will be watching consumers for ad awareness, receptivity, engagement, brand enhancement and intent-to-purchase.

“Advertisers, and their advertisements, play a critical role on Joost, which is why we are working with them to develop innovative ads that are more targeted, effective, engaging and relevant to viewers,” said Janus Friis, co-founder of Joost, in a statement. “Our success in lining up leading brands from around the world is a testament to our delivery of a unique advertising value proposition.”

Joost is currently available to beta test, but the company hasn’t offered any solid date for its official launch.