Video in print

From Wikipedia, the free encyclopedia
Jump to: navigation, search

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 was manufactured by a Los Angeles-based company called Americhip, which has been working on the product since 2007.[2]

It 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.