This summer, the way we look at the Internet, online video, and TV will change. Former Skype and Kazaa founders, Janus Friis and Niklas Zennstrom, are in the midst of developing a new kind of video experience through the web. They call it Joost(as in juiced). And juiced up is exactly what video on the web will be.
Joost is an interactive software for distributing TV shows and other forms of video over the Web using peer-to-peer tv technology. Basically, the concept is very much like Kazaa and Skype, where the technology will use the power of your computer to stream high quality video. Unlike other TV and video-based web applications, it does not require users to download any files to their computers. They also built the system to be very user-friendly with transparent navigation screens. Here are some screenshots:
The overall approach is very different from YouTube, which has all ready cornered the market on user-generated ninja videos. Joost's approach is a lot more like what we see on TV. It will deliver programming such as National Geographic, Comedy Central, Nickelodeon, and more - thanks to a signed deal with Viacom. They plan to have 50 channels ready for its debut. But, plan on seeing that number increase in the hundreds and even thousands.
Yes, Joost is about altering the way we look at television. It won’t compete with the “Average Joe” video recording himself eating a sandwich while playing the piano. They don’t want to. That’s gold. It will instead make a major step in battling the cable monopolies (without needing a big dish protruding from your home or apartment).
So how does this relate back to marketing? Well, a lot of visionaries are saying the 30 second spot is dead. While I may agree with them, the more likely scenario sees the traditional 30 second commercial going through a rebirth. It's going to slim down, lose the fluff, and become something - dare say measurable. That's right! The commercials for tomorrow are measurable, targeted, and interactive.
There are already plenty examples of this type of advertisement today. Take a look at ABC, AOL video, etc. By 2010 they will become the norm. It only makes sense. Why pay for cable and use a DVR, when you can get TV free (just like the old days) and sit through 3 minutes worth of commercials for each program you watch. I'd sign up for that. I would also sign up for submitting a profile of myself to a service like Joost, detailing what products and services I like, dislike, and would like to get more information about. This way I don't have to receive adverts for feminine hygiene products (although my wife might disagree.)
So, where are we? Joost is launching this summer. Video online will change forever. 30 second TV commercials are becoming extinct. And, newer 15 second commercials with interactive and targeting capabilities are the next big thing.
Any questions?
