Published on September 17th, 2009 | by Niall3
Cool but Ultimately Pointless – Video Killed the Print Media Star
This could be the birth of a new column for Cool but Ultimately Pointless Things. Introducing the world’s first video advertisement inside a printed magazine/paper. This week’s copy of American magazine Entertainment Weekly has included a video advert in a limited subscriber run of the mag.
The advertisements from manufacturer Americhip utilises a small 2.7mm thick screen which is built into a cardboard insert. The technology is described as being akin to that used in musical greeting cards and uses mobile-sized screens with rechargeable batteries. This instance contains an advert for Pepsi Max and trailers for US TV network CBS. The advertisers have also added in-built speakers so that the viewer can listen to the advertisements too.
While each one of these can hold up to 40 minutes of video there is a distinct time lapse in loading the content, which may be off-putting to potential viewers. Also the fact that the screen must be embedded in thick cardboard hampers the readability of the magazine as a whole. With each screen costing in the region of $20 we are unlikely to see wide-scale uptake any-time soon.
So is it the next-step in print advertising or just a pointless gimmick? I’m going with the latter as online video advertising is much less expensive and much more relevant.