Earthlink and automated teller machine maker TRM are the first companies to use the popular video blog Rocketboom to advertise to their young, tech-savvy target market, reports Brandweek (via MediaBuyerPlanner). TRM won Rocketboom's eBay auction and will receive five 15-second mentions during the week of March 6 for $40,000. Diversifying its media mix, Earthlink will be Rocketboom's second advertiser, airing its ads during the week of March 13.

Rocketboom creators will conceive and execute the ads for Earthlink and TRM. Nontraditional advertising, like the use of video blogs, might be less expensive and riskier, but Rocketboom creators say it can be good for the right advertisers.

Scott Thomas, media and messaging director for Earthlink, says the strategy will continue through 2006. He wants a richer interaction with the target market than network and out-of-home advertising can provide.