Last week CBS made some noise by announcing they would be running video ad’s for their upcoming fall season in Entertainment Weekly magazine.
But how exactly does it work?
When a reader flips to the ad page in the magazine, a small, paper thin 2.5 inch video screen will start playing a video with a brief tutorial on how to use a player.
From there, viewers will be able to push buttons on the page and see a montage of different TV shows.
The technology to do this has actually been around for quite a while. The challenge however, was to incorporate it into a large scale printing and binding process, without the components being damaged.
And then there’s the cost. It’s estimated that each player put in a magazine costs somewhere between $10 and $20. Definately not cheap, which is why magazines with the player will only be distributed in New York and L.A.
If the campaign turns out to be successful though, expect video to magazine advertising to quickly become more commonplace (and affordable).
(image credit to AdAge)
Sounds interesting. I wonder what it turns out to be. I think paper based media is attractive partly because you do not need to handle it with great care.
oliveR
That is just amazing to me! I do expect it to become more commonplace.
Maybe in the future will all have a Kindle type gadget to subscribe to magazines.