CBS, PepsiCo and Entertainment Weekly plan to include a video ad in the September 18 issue of Entertainment Weekly sent to Los Angeles- and New York-area subscribers. A paper-thin interactive video player that will start to load a video when a reader open the magazine to the ad pages.
The press release from Time Inc. has more details. AdAge has details on the ad deal.
The technology behind the video player, called VIP for Video in Print, is from Los Angeles-based Americhip which specializes in “creating sensory experiences” by including sound, light, touch, smell and taste in printed materials.
"We're thrilled to launch our patented VIP™ technology with advertisers like CBS and Pepsi," says Americhip, Inc. CEO Tim Clegg. "This is exactly the type of application we had in mind when we developed this technology."
Last September Esquire included E-Ink displays in the magazines 75th Anniversary issue.
The evolution in interactive print media continues.
Discussion
By Michael J on Aug 20, 2009
The tech is awesome. One has to love the engineers. But does anyone have an idea how this gets to a cost/benefit decision that said yes.
By Todd Butler on Aug 20, 2009
Video, Rich Media, and one click access to the internet are already available for cost effective insertion in to direct mail packages through the use of CD/DVDs.
The innovation represented by CBS/Time and the inclusion of other digital media in the mail stream is exactly what has to be delivered by the print industry if it is going to survive. We have unnecessarily forced our customers to make a choice between print media or digital, on-line media.
The print and direct mail world need to provide the truly compelling third choice which is the integration of digital and physical advertising that links consumers to the internet. This combination is superior to all other forms of advertising since it delivers the marketing strengths and functionality of both worlds. It is time to think beyond ink on paper and utilize the digital technologies that can provide an engaging, motivating marketing piece that is welcomed in consumer's homes, not resented.
On-line advertisers can not compete with direct mail that combines the connectivity and digital content they provide with traditional print advertising.
By Adoniram on Aug 20, 2009
@Michael - On some level, this has already "succeeded" from a PR standpoint. I have seen tens of major articles about this, and hundreds of tweets, all of which have been associated with CBS (instead of Entertainment Weekly, etc). I'm not sure that you could look at ROI directly, but it certainly has been effective in terms of generating attention.
Once it is actually in consumer hands, I'm guessing it will generate even more buzz. I do wonder though, if this only works once or twice before consumers are bored. The novelty probably wears thin quickly, as the actual interface is still fairly ungainly.
By Brian Regan on Aug 20, 2009
I suspect it is the beginning of what will become a standard expectation.
By Michael J on Aug 20, 2009
I just found this by following a tweet.
Both Americhip and CBS will not disclose how much the chips cost, but Paul Caine, president of the Time Inc. magazine group, told The Wall Street Journal that “the ballpark dollar cost for one of these video units is in the ‘low teens,’ although he said the cost may come down before the issue comes out.”
So, let's say $10. Let's say 100,000 copies. That's $1 million. Is it worth a million dollars worth of earned media. Probably.
It would be cool if there were a way to get a metric on earned media. It would make it alot easier to define the ROI on marketing.
By Michael J on Aug 20, 2009
FYI here's the tweet:
csmhorizonsblogFirst video ad to appear in Entertainment Weekly http://tinyurl.com/nwrr6w
two thoughts:
1. What are the metrics that PR use to justify their fees?
2. If the question is earned media, I be the answer is print.
Discussion
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