Harris: As part of this pilot program, Joost put together an innovative user survey to give advertisers like BMW a better idea of audience needs and priorities on the site. What can you tell me about the survey and how will help BMW craft their role throughout this partnership?
Suter: The user survey was one of the most appealing elements of beta participation and demonstrates Joost’s commitment to exhaustively test the user experience through comprehensive and consistent feedback channels. The survey, which is being conducted by Frank N. Magid Associates, polls Joost users on their content experience and receptiveness to the advertising within it. Additionally, each advertiser had the chance to submit their own brand-specific questions. The general survey will be available for all participants to learn from and to optimize their communications. Allowing the participants to have an active role in the research, development and results was key to our feeling like a true partner in this venture.
Harris: It's been reported that the Joost user community will be able to comment on ad creative in real-time on the site. Have you had any feedback yet? How does this capability factor in to BMW's overall strategy for keeping ad creative current and in touch with niche audience needs?
Suter: Users can comment on ads via the Joost forums, and we’re looking forward to reading about what they have to say about the BMW campaigns.
Harris: Joost's model of community driven broadband TV is still in an experimental phase as far as the role of marketers is concerned. In your opinion, why does it make sense for an automotive marketer like BMW to get involved at this point in time? What do you see as the specific challenges of being an innovating marketer in this space? What are the benefits?
Suter: With online video being such a burgeoning medium, there’s a heightened interest in this space and with that, many opportunities to get involved in these kinds of emerging programs. The challenge is identifying which partners will provide the most value in a world of so many unknowns in terms of consumer adoption, competitive challenges, financial health, etc. There is a certain amount of risk, but if you do your homework and understand the purpose of your involvement, the potential rewards far outweigh the risks.
The way Joost is going about testing the platform was also very intriguing to us. Their number one priority is to take the time and effort to painstakingly test the platform from the user’s perspective, to ensure that when they launch to the public, they are confident that they have the most user-friendly, engaging video product out there. They are taking their time to do it right.
Harris: Are there any hard and fast rules that help you determine whether one of your clients is suitably prepared to enter into the uncharted territory of an emerging platform like broadband TV?
Suter: Often advertisers read something featured in the New York Times or the Wall Street Journal and want to get involved because of the WOW factor. While the WOW factor is important, there have to be clearly defined, practical parameters for experimentation. The platform has to have a purpose within the overall communication strategy and everyone needs to be on the same page with what we want to accomplish.
Broadband TV is certainly on the cusp of exploding and full-length, advertiser supported programming will play a big part. This is not a huge leap. The question is who is going to bring a robust library of content with the most engaging and positive user experience to the table.
Jodi Harris is managing editor at iMedia Connection. Read full bio.