08/20/2009
Neil Patrick Harris Shares Page with First Magazine Video Ad
In the September 18 issue of Entertainment Weekly, CBS is running the first video ad to appear embedded in a print publication:
"The ad will be launched in partnership with PepsiCo to promote Pepsi Max soda and the TV network's Monday prime-time lineup. Not everyone will be seeing it: the ad will appear in a magazine insert sent to subscribers in the New York and Los Angeles areas--an edition without the video chip will be sent to subscribers elsewhere and show up on newsstands. The technology for the battery-powered ads was manufactured by a Los Angeles-based company called Americhip, and each ad can handle about 40 minutes of video."
The annoying thing about the ads is that they're made to get attention: they're reportedly autoplay and are quite loud when you open the publication.
More details on the technology here. Watch the ad in action, AFTER THE JUMP...
Posted 9:57 AM EST by Andy Towle in Advertising, Magazines, News, Tech, Television | Permalink
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Interesting idea but will this make recycling magazines more difficult?
Posted by: bucky | Aug 20, 2009 10:49:47 AM
Pretty cool, but I think the technology would have to become much improved before something like this could be practical -- both cheaper and more integrated with the page.
Posted by: Ryan | Aug 20, 2009 11:00:50 AM
That looks awesome. I'm glad I live in NYC and subscribe to EW!
Posted by: Dave | Aug 20, 2009 11:10:53 AM
I would think all subscribers would at least get the ad. Poor planning.
Posted by: dm | Aug 20, 2009 12:22:22 PM
It's EXTREMELY expensive. I've priced it out for a number of my clients and it costs roughly $18 per ad unit. That doesn't include the cost for the actual insert to run in the magazine.
Posted by: chris | Aug 20, 2009 12:29:20 PM
hey WTF! I read (and looooooove) Physics Today! ........This ain't Physics Today!
Posted by: Blake | Aug 20, 2009 12:38:53 PM
In the 1950's they tried to make trains look aerodynamic -- so that people would feel more in-a-plane-like while chugging along at 50 MPH. There is simply no way on earth this sort of wildly expensive hype will do anything except hasten the decline of print. The same amount of money spent on web marketing would go much further.
Posted by: Pee Town | Aug 20, 2009 12:46:26 PM
Gotta love all the E-waste that this will create as well as making it more difficult to recycle the magazine.
Booo.
Posted by: jonathan | Aug 20, 2009 2:17:08 PM
You know, some of us LIKE not having video shoved at us every moment of the day.
Posted by: Blurgle | Aug 20, 2009 5:57:09 PM
It looks crummy, tinny, and pointless. Much ado about nothing.
Posted by: hephaestion | Aug 20, 2009 8:33:45 PM
This is an amazing step for technology..hopefully it will give journalism a boost once again!!!!!
Posted by: Kingston Aires | Aug 21, 2009 1:17:16 PM