The latest innovation to hit the marketing industry is the introduction of video ads in traditional paper magazines.
Believe it or not, this is already happening!
Video ad loading in a magazine
The first video ads in the print media were published last month in an American magazine, Entertainment Weekly.
A full-page cardboard insert was placed within the magazine containing a small screen, which advertised the diet drink Pepsi Max, and also had trailers of shows on the U.S. television network, CBS. As if that is not sufficient, the insert also contained built-in speakers for the user to listen to the ads.
This amazing feat has been achieved by inserting a small chip in the cardboard page within the magazine. The chip gets activated automatically when the concerned page is opened. It works in a manner similar to a singing greeting card.
The screen is about the size of a mobile phone’s display screen, contains rechargeable batteries and can carry up to 40 minutes of content.
While the invention is quite interesting to say the least, some users do not like it as it makes the magazine quite bulky and the cardboard insert makes it impossible to fold the magazine. It also makes it quite difficult to flick through the pages of the magazine.
Another drawback is that once the page is opened, it takes several seconds for the video to load and start, which could result in users losing interest.
Copies of the magazine have been sent out to several subscribers in New York and Los Angeles.
Americhip, the company that manufactures these screens, has estimated that each screen would cost about $20. The novelty of this medium, though, could easily justify the additional advertiser expense.
Oonce this form of advertising gains greater acceptance, it could drive the manufacturing costs down, but could also result in user apathy or even frustration at technology turning a quiet few minutes spent reading a magazine into a noisy, flashy flurry of images.