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NEW YORK With Joost, Skype founders Niklas Zennstrom and Janus Friis want to marry the rich video experience of TV with the interactivity of the Web. For most of its launch advertisers that translates into more 30-second TV spots. But some are using the platform to distribute branded entertainment.
IBM and a smattering of brands are using Joost as a platform for long-form content. Garnier Fructis has ads linking to style videos, and Red Bull has a channel on Joost, which has high-quality video with nearly limitless selection powered by peer-to-peer technology.
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