First-ever moving magazine advert
p2pnet news view Advertising:- Remember when the first CDs started appearing as magazine give-aways? And the likes of National Geographic had holographic images as their covers?
More recently, Esquire mag turned out a limited number of its 75th anniversary issue featuring an experimental cover done with electronic ink.
Well, things have progressed. If you can call it that.
Harry Potter-style moving images on print pages have arrived.
“The first-ever video advertisement will be published in a traditional paper magazine in September,” says the BBC. “The video-in-print ads will appear in select copies of the US show business title Entertainment Weekly.”
The, “wafer-thin video screen built into a printed page in a marketing experiment that highlights the radical new strategies advertisers are employing to reach consumers,” says the Financial Times, going on:
“The full-motion ad is made possible by technology from a US company called Amerchip that works much like a singing greeting card and recalls the moving pictures of the ‘Daily Prophet’ newspaper of the Harry Potter films.
“The cost of the promotion from CBS, the US broadcaster, and Pepsi, the soft drink maker, was not disclosed. However, magazine industry executives estimated the ad would come at a high cost at a time when media companies around the globe face a severe decline in advertising revenue.”
The “video-in-print concept” works a bit like novelty greeting cards, “that play music when they are opened,” says The Guardian, adding:
“A small screen, roughly the size of a mobile phone display, begins showing video when the page with the advertisement is opened. Each chip that stores the ad, which has rechargeable batteries, holds up to 40 minutes of video.
“CBS is promoting shows including The Big Bang Theory, Two and a Half Men and provides a look at new US comedy Accidentally on Purpose and a sneak preview of the network’s full autumn show line-up. Pepsi is promoting the Pepsi Max soft drink.”
What else isn’t new?
In 2006, Blade Runner, the classic 1982 movie, also featured dirigibles carrying advertising messages droning ceaselessly overhead, p2pnet said.
And from micro to macro, there were the gigantic ad screens (right) which made the ones in Times Square, New York, look positively minuscule.
Sci-Fi? They’ re coming. Count on it.
If you think advertising is bad now, you ain’ t seen nuthin’ yet.
(Cheers, catflap)
electronic ink – `Revolutionary` Esquire anniversary cover, September 8, 2008
BBC – Video appears in paper magazines, August 20, 2009
The Guardian – Entertainment Weekly launches CBS and Pepsi embedded video adverts, August 20, 2009
p2pnet – Tokyo Spy Chip advertising, December 29, 2006
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August 21st, 2009 at 1:31 pm
Way cool technology. I saw those flexible screens at UWaterloo back in 2002/3.
Now they can place transistors onto plastic film, which means soon they can have LED’s on plastic film (as a transistor is really almost two diodes n-p-n or p-n-p). Heat will be an issue but, whatever, they’ll get around it.
August 21st, 2009 at 3:37 pm
Heat will be an issue but, whatever, theyâll get around it.
They could use fire to dissipate the heat!
August 21st, 2009 at 6:44 pm
“They could use fire to dissipate the heat!”
I LOVE IT!!
August 21st, 2009 at 9:54 pm
sounds like they’ll be fun to take apart.