Video in print

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

Technology[edit]

This technology is produced by a multitude of printers and dimensional design firms around the world.


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.[3]


In fiction[edit]

It has been compared to The Daily Prophet, the newspaper described in the Harry Potter books,[4] 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. ^ McCarthy, Caroline (19 August 2009). "CBS to run video ad in magazine this fall". CNET. 
  3. ^ Batten, Nick (11 September 2012). "Marie Claire claims UK first with video ad in October issue". Media Week. 
  4. ^ "Video appears in paper magazines". BBC. 20 August 2009. Retrieved 2009-08-23. 


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