Video Advertising In Print Media
American magazine Entertainment Weekly have published the first video advert inside a print medium this week. A small screen is built into a cardboard insert inside the magazine that can contain video adverts and even plays sound through small in-built speakers. What a ridiculously rubbish idea. A cardboard page inside a magazine is going to make the magazine a complete arse to read and the pages wouldn’t flip over nicely. In the BBC news article about it they said that the advert, which was included a Pepsi Max ad and CBS Tv network trailers, took several seconds to load. Several seconds to load in a Magazine? I would already be 3 pages past it by that point!
It is a crap idea and I’m pretty sure they weren’t really expecting it to become a proper thing and are just using it as a gimmick. A gimmick that has actually worked very well though, CBS, Pepsi Max and the magazine itself, have got tons of exposure from it and it is all over the news and tech websites. I would imagine Entertainment Weekly will sell twice as many copies just because people want to see what all the fuss is about for themselves.
The technology itself is a good idea though and when it eventually gets to a point where the tv screens can be as thin as paper and as flexible it would be a good idea. And it would have so many more uses, it could be incorporated into video messages on birthday cards or personalising the notes attached to some flowers that are being sent to a loved one etc. If they could make it work with a mobile broadband service as well it could even mean they could stream different adverts and messages every time it is activated.
Below is the BBC’s video about the magazine.
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It would be good also if they had highlights and footage of say the Abu Dhabi Grand Prix when there was a normal news story. Be better than adverts that nobody would watch anyway
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