“Video in Print” Player

Tuesday, August 25th, 2009 at 2:03 pm by Danny Hsueh, 5 Comments »

American television network CBS has embedded a digital video player in a print ad in the Entertainment Weekly magazine issue for release next month.

The content of the video is a co-branded campaign between CBS and PepsiCo playing the network’s broadcast show line-up together with a Pepsi Max promotion. It operates by opening the page to activate the player coupled with audio to enhance the experience.

More information can be read at:
http://adage.com/brightcove/lineup.php?lineup=1266084202
http://www.wired.com/epicenter/2009/08/cbs-embeds-a-video-playing-ad-in-a-print-magazine/
http://itvt.com/story/5468/cbs-place-interactive-video-player-entertainment-weekly-print-advertising-spread

This brings a whole new gateway of executing marketing messages being delivered to consumers. Imagine watching a trailer to the next big blockbuster.

Whether or not this new concept will trigger a wave of digital mediums within print, I will surely keep my eyes open to see what the response will be like. The technology does come at a price and somebody has to pay for it, and the results are yet to be tested.

How will this be accepted amongst the wide audience?
Having that “wow” factor for the reader/viewer, or throwing those irritating stares at the person sitting next to you on the bus/train or at a library who is watching a video out of a magazine while you are trying to finish off the next few chapters of your favourite novel.

Feel free to continue this discussion at the digital signage portal forums, or post a comment on it here.

Thanks to Travis from Blue Pony for this lead.

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Tags: American Television Network, Blockbuster, Cbs, Digital Mediums, digital signage, Entertainment Weekly, Entertainment Weekly Magazine, Interactive Video, Pepsi, Pepsi Max, Pepsico, Print Advertising, video in print, Video Player

Category: Digital Signage Blog News, Digital Signage Ideas, Featured Post

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5 Responses to ““Video in Print” Player”

Claude HAGEGE
August 25th, 2009 at 7:04 pm

The proposed solution is too expensive in Capex and I do not see the ROI.
Future of this category of advertising mixing printed and digital motion will come in the next years with the flexible screens (Philips, Sony and others are already showing prototypes on their websites and some major exhibitions like Las Vegas CES). Today, we have seen already outdoor tries using e-ink.
DigitalSignageBlog
August 25th, 2009 at 9:05 pm

Hi claude,

I’ll be interested to know how much one of these units would cost. Do you have an estimated figure?
Claude HAGEGE
August 25th, 2009 at 9:12 pm

regarding the market price fro China on small screens motion player the price should be min $40 piece… if you order by thousands of units. + printed stuff and integration… $65… each erader will show it to around 10 people. anyone knows an advertiser ready to pay $6.5 per viewer?
Marco
August 28th, 2009 at 10:11 am

Seems affordable for small scale projects but one of the issues is the battery life. Can the reader recharge the small screen player? Can it be reused?

Wow $6.5 per viewer sounds quite high.
Club Penguin Cheats
January 16th, 2010 at 4:16 pm

The proposed solution is too expensive in Capex and I do not see the ROI.
Future of this category of advertising mixing printed and digital motion will come in the next years with the flexible screens (Philips, Sony and others are already showing prototypes on their websites and some major exhibitions like Las Vegas CES).