David Clark, EVP Global Advertising and GM NA, Joost
- People often think Kazaa, Skype were disruptive, (often confused with destructive) but Joost is different – trying to be more constructive and collaborative (RC: I’d originally had a typo here as Kazaa/Skype as destructive…but if he had said that I would have though it weird, coming from the same company! I’d also disagree – disruptive is good – makes people think, destructive never works out as well.)
- our view of the world is that TV is pretty good, people like it, spend time with it. Web is a different experience and they are spending more time with it. But the two worlds are blending and we see the opportunity to create something at this blend point.
- At start, we had 3 challenges.
- In TV space, you have the content provider, the distributor and the advertiser)
- In news you have far more players, bloggers, more professional groups. Music is being transformed, selling direct. Just starting in video, getting to see new entrants in the space. We are looking to provide a platform for anyone who has copyright, like the head or middle of the tail. It’s an opp for the big media platform to monetise their old content
- Hits will always be a part of the platform – companies that can tell stories will be in a great position to succeed.
- How can we blend the connectivity of being online whilst watching TV?
- Advertisers: how do we fit them in, have to find ad model that makes sense for consumers and makes sense for advertisers. 30* 30′ in an hour on TV does not work anywhere…users are adopting behaviours to get round this.
- We believe that consumers still want to hear from marketers – but on own terms and about relevant products to their own lives.
- We are working with 40 advertisers, major brands, experimenting. Targeting, using a lot of data to make the right ad at right time. Thinking about ads as an invitation rather than an interruption.
- This is the way the world is going.., but we are very early in the space. A lot of trial and error before we end up with an agreed experience.
- Joost is an app that is on your desktop. It may be on browser later. It looks a lot like TV when you launch. Has a controller like a remote control. Have about 12000 shows, you can just watch.
- Getting content is the least of our concerns. Clearance slows things down, but getting there. Challenge is navigating through it. We have a channel guide which is very customisable. You can search, set own channels, you can set up your own playlists.
- We work with MTV, many providers. It can be what my friends are using, lots of ways of finding things.
- you can send links, you can send links to specific scenes in show. Very easy to share. Activate the wisdom of crowds.
- We have opened up a widget API and any developer can create features and functionality on top of Joost. Still not sure what will work well. IM – chat, synch the stream together, watch the show together.
- Joostmarks – one of the first external widgets – allows you to create bookmarks within shows.
- Advertisements: still room for 30′ spot, but it needs to be positioned right. We are serving them as midroll ads within a show. We give a couple of choices of interactive elements with the ad, to invite the user to go deeper. Interactive ad bugs, or overlay – live on top of video. Movie run ads then interactive elements can be invoked.
- We have one advertiser per show. Multiple exposures. Look for telescoping experiences. Still looking for right mix.
- A new version will be out soon.
Q: where do you see Joost vs Apple TV etc? A: there are overlaps; our competitors are anyone competing for attention. Apple are a tech company, but not a tech driven company. They focus on experience. A tech company can launch features with no real use. Getting into living room is critical. They do need to solve payperdownload – tiny business compared to ad support
Q: D you have one package for advertisers? A: the only element that we require is the video. All the rest are optional. There’s a lot of experiment. Moving soon towards a CPM basis. Trying to understand where the points are. Response does not ness work in this passive environment, doing a lot of research
Q: Geotargeting? A: yes – geo, genre, channel, moving towards behaviour. Consumption patters will come in, can use other sources (dependent on privacy laws). campaigns optimise in real time to develop effectiveness.
Q: Feedback from users on advertisers – can they determine costs? What is the viewers roll in determining what they see? A: user can fill out a profile – increases relevance. We can also get usage patters about likes and interests to increase relevance. Next steps is opt-outs or paying fees not to see. Risks and not quite there.
Q: User base? A: invite beta at moment. about 1.3m. Still testing and tuning the p2p bits.
Q: Do users change their behaviour? A: aspiration is that this is place where all the entertainment is. Yes, want to get people to move away from TV. We are seeing a lot of different stuff – power uses have it all connected to TV; a lot in college. Most still though TV, curious, supplemental at moment.
Q: Widgets? are you tracking audience engagement and use? can agencies build? A: yes to both questions. Good take-up and use. Open API increased interest. Advertisers have a huge opportunities to crate widgets. they can do branded entertainment, create experiences etc.