WEB TV startup Joost handed the reins to Michelangelo Volpi on Tuesday, naming the seasoned Cisco executive as its new CEO effective immediately. “Our biggest asset is targetability, and our belief is that TV advertisers want a high degree of targetability,” he said. Joost can tailor its ads to individual users based on information they provide–including geography, tastes, and demographic information–along with behavioral patterns.
“We want to hold [off] on the ad until the user is highly engaged,” explained Volpi. Joost explored original ad formats, attempting to improve on the glaring faults of pop-ups, banner ads and pre-rolls. One new format is an “ad bug,” or a brand logo that briefly floats in the corner of a user’s screen after encountering a streaming video ad.
[Via MediaPost]
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