Joost.com has launched an ad-supported iPhone application (available for free through Apple’s App Store) that streams its entire library of 45,000-plus videos to users on WiFi networks. A large portion of the library will be available on 3G within a month.

Joost has big-name content partners like CBS, Viacon, Sony, Warner Music Group, Warner Brothers and Turner, so it has 1,200 shorts and movies (like Men in Black), 400 TV series (like The Daily Show) and around 18,000 music videos.

“Offering Joost on the iPhone and iPod touch is an important step for Joost as we endeavor to offer user premium entertainment, where they want it and when they want it”, said Mike Volpi, CEO of Joost.

Users can choose what to watch on Joost in a variety of ways: Browsing by category, Selecting Most Popular videos, Watching ‘Our Picks’, Searching for a specific video.


Small Video Publishers must take a different approach to make money

Advertising is the white hope of video market, but for small publishers could be hard to make money there. “It really doesn’t get interesting from a revenue perspective unless you can get to 20 or 30 million impressions a month,” says CEO of video solution company Fligz in Beet TV.

Therefore only large publishers with mainstream content, like CNN and Disney, should expect to make significant money from video ad revenue online.

Small publishers need to approach differently:

"What we try to do is help people focus on doing video in ways that drives key business initiatives as opposed to just video for the sake of video," he says.

Fliqz clients typically use video to help sell a product or service –like realtors creating video of the houses they’re showing –or to drive viral traffic to their site.

The conclusion is always the same: Publishers should focus on monetizing the entire page instead of focusing on in-video advertising as the sole remedy.