Video Advertising Meets the Printed Page

Posted by Lauren Proctor on August 20, 2009

Entertainment Weekly readers in New York and Los Angeles will open their September 18th Autumn Preview issue to a video advertisement for CBS and Pepsi Max. Triggered when readers turn to the ad page, a flickering 1.5 x 2 inch screen will give way to characters from CBS series The Big Bang Theory explaining how readers can watch more than 40 minutes of content via the embedded video screen.

Equipped with more than six hours of rechargeable battery life, CBS and Pepsi hope to reach the 25 to 39 year old male market via this flexible plastic screen. The company behind this technology is Americhip, a cutting-edge technology lab that hopes to “multisensorize” the brand experience by incorporating the five senses into multiple marketing platforms. (See a sample of the patented technology below.)

The cost of producing and placing the ads has remained confidential, but one magazine industry executive told the Financial Times that running a video ad in 100,000 copies of the magazine would cost several dollars per copy (as opposed to a traditional full page color ad in Entertainment Weekly that costs about 9 cents per copy).

There’s no doubt that all three companies will receive a significant amount of press for their campaign, but after the novelty wears off and people stop talking about it, are video ads worth the production cost?

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