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