Joost is apparently testing new ad formats:

In addition to in-stream 15- and 30-second spots, the company is serving ads in „bug“ format. Bugs are brands that appear as floaters in the corner of the viewing screen. These typically appear shortly after an ad for the floating brand has just aired.

Clicking on the bug opens a new browser window that takes viewers to the product.

Interactive television with the corresponding interactive advertising is already in use by some stations (for example Sky in the UK). You press a button whenever a red dot appears in a corner and then you get further information. But in the case Joost, you can send them deep into the web, onto landing pages, rich media experiences, contact forms, etc. This will clearly change the way TV advertising is perceived and produced!

And there is even an additional benefit:

Ads will largely be targeted to viewers based on personal and demographic data that users entered when they first registered with Joost.

Somehow I don’t think they’ll stick with only personal and demographic data. How about behavioural targetting? Measure and track what they watch and what they have clicked on in the past (and hope that it is still the same person sitting in front of the screen).