Video in print

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Video-in-print (ViP) advertising refers to video advertising that is featured in a print magazine. They are used for their "medium is the message” value and free publicity.[1]

Technology[edit]

The technology is manufactured by a Los Angeles-based company Americhip, which has been working on the product since 2007. Americhip launched Video in Print in 2009 for CBS and Pepsi and currently holds approximately 15 US and worldwide patents protecting the technology and related product designs. [2]

Americhip received a patent for the video in print in September 2011.[4]

History[edit]

The first time video-in-print advertising was used was when CBS decided to embed a video-chip ad in the September 2009 issue of Entertainment Weekly to advertise CBS's Big Bang Theory and PepsiCo's new Pepsi Max soda.[1] The ad was "developed with the collaboration of the Ignition Factory, a division of the Omnicom Group's OMD media agency". However, the ad would only appear in magazines sent to subscribers based in the New York and Los Angeles; subscribers based elsewhere and people buying it from newsstand would not be able to enjoy it.[2]

In the UK, the October 2012 issue of Marie Claire was the first to use a video-in-print advertising, a 45-second clip for a Dolce and Gabbana fragrance. Procter & Gamble, which had been licensed to produce the fragrance, placed the ad through advertising agency MediaCom.[5]

Since then, Americhip has produced ViP advertisements for Google, Nike, General Motors, Merck, LVMH, Estee Lauder, Bacardi, Bristol Myers, L'Oreal, Disney, Sony, Cisco, IBM, and Versace.[4]

In fiction[edit]

It has been compared to The Daily Prophet, the newspaper described in the Harry Potter books,[3] as well as the newspapers featuring streaming updates in Steven Spielberg's Minority Report.[1]

References[edit]

  1. ^ a b c Abell, John C. (19 August 2009). "CBS Embeds a Video Playing Ad in a Print Magazine". Wired magazine. 
  2. ^ a b McCarthy, Caroline (19 August 2009). "CBS to run video ad in magazine this fall". CNET. 
  3. ^ a b c "Video appears in paper magazines". BBC. 20 August 2009. Retrieved 2009-08-23. 
  4. ^ a b "Innovators in Print Advertising Secure Patent for Video in Print®". PRNewswire. 7 September 2011. 
  5. ^ Batten, Nick (11 September 2012). "Marie Claire claims UK first with video ad in October issue". Media Week.