The October issue of Marie Claire in the UK will claim a first for that country: a video ad inserted within a print magazine.
The 45-second ad, for Dolce & Gabbana, features models posing near a coastal scene as music plays in the background. It will run in a few thousand copies of the issue, between pages 34 and 35, and starts playing automatically when you open up to these pages.
The ad uses LCD technology from Americhip, a U.S. firm that has run similar ads in other countries, including the U.S., Spain and Russia. The print/video ad format made its debut in 2009 with a Pepsi ad in 50,000 copies of Entertainment Weekly in Los Angeles and New York. More recently, the format promoted Bacardi in Russian Vogue. (See video below.)
A rep for Americhip declined to say how much it costs to do the inserts. The 2.4-inch by 4.3-inch screen (roughly the size of an iPhone’s) is powered by a rechargeable battery and can store up to 45 minutes of video. Despite its recent use in glossies, the rep says that Americhip has found a niche with instruction videos as well.
What do you think? Can this technology help revive print ads? Let us know in the comments.