Video Ads in Magazines
August 20th, 2009Via: Financial Times:
When some readers of Entertainment Weekly open their magazines next month, they will discover characters from US television programmes speaking to them from a wafer-thin video screen built into the page.
The marketing experiment – which is being conducted by CBS, the US broadcaster, and Pepsi, the soft drinks maker – recalls the fantasy newspapers of the Harry Potter films and works much like a singing greetings card, with the video starting once a reader turns the appropriate page.
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One magazine industry executive with knowledge of the technology estimated that running one video ad in 100,000 copies would cost in the low seven-figure range. That would translate into a cost of several dollars per copy. By contrast, a full-page colour ad in Entertainment Weekly costs about 9 cents a page per copy.
