These brands join the 30 other advertisers listed as launch partners for Joost. The service plans to broadcast high-quality, free-to-view, advertiser-supported programming online. It is expected that Joost will begin broadcasting on Tuesday.
Nick Loria, senior vice-president of global advertising for Joost, said: "The industry response to Joost has been overwhelming, as is evidenced by the calibre of our launch partners. Online video distribution is becoming an increasingly competitive medium for advertisers, and Joost delivers a distinct environment, the ability to micro-target audiences with new and unique ads during professionally-produced programming."
US organisations advertising on the service include Nestle, Hewlett-Packard, Intel, Motorola, Vauxhall, Taco Bell, Lions Gate Entertainment and the United States Army. Advertisers in the UK and Europe include General Motors Europe with Opel and Vauxhall brands, IBM, L'Oreal Paris, Nokia Nseries, Unilever's Magnum Ice Creams, Virgin Money, Vodafone, and Warner Bros.
Joost has announced programming deals with content providers such as Viacom and National Geographic, but previously, little detail about the types of advertisers interested in association with the service.
Janus Friis, co-founder of Joost, said: "Advertisers, and their advertisements, play a critical role on Joost, which is why we are working with them to develop innovative ads that are more targeted, effective, engaging and relevant to viewers. Our success in lining up leading brands from around the world is a testament to our delivery of a unique advertising value proposition."
Some ads appearing on Joost will resemble traditional 30-second television spots, yet others will take advantage of the interactive qualities of the internet.
Ads on Joost will be tailored to the individual user. Those using the service will also be invited to provide information about themselves and their personal interests. This will allow advertisers to develop and steer ads to individual Joost viewers.
Joost has been developed by the maker of Kazaa and internet telephony service Skype, Janus Friis and Niklas Zennstrom.
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