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Video Ads are Print Magazines' Latest Foray Into Outlier Marketing

Print magazine are never going to be able to adopt the full-range of outlier technology that is available for online marketers. That doesn't mean they cannot come close in some instances. The most recent example is Successful Farming magazine, which ran a video ad from advertiser Bayer CropScience in its August print edition.

The ad, for a pesticide called Votivo, includes a two-inch by two-inch video screen on page 20 of the magazine. When the magazine is opened to that page, an opening message is automatically played, and four additional videos can be played with the press of a button, reports Folio.  (via MediaBuyerPlanner).

Targeted to 4% of Subscribers

The ad insert was distributed to 17,000 Successful Farming subscribers - 4% of its readership - a group that was cross-referenced between Bayer CropScience’s database and that of the magazine in order to target the most likely potential customers. Video-in-print company Americhip created the ad, which had to be manually inserted into the magazine, and additional postage had to be paid for the magazine due to the weight of the piece.

This is not the first time a video ad has been inserted into a magazine. Last fall, CBS and Pepsi included video ads in the print edition of Entertainment Weekly.

Topping Augmented Reality

It is also not the first time a magazine has experimented with online marketing technology, although the platform of choice thus far has been augmented reality. German magazine Sueddeutsche Zeitung's 33rd issue recently used augmented reality throughout the book, giving users new multimedia content that can be accessed by a smartphone.

Another examples include Time Out New York, which used mobile augmented reality in its August issue to render a video of PS 22, the award-winning fifth-grade chorus from Staten Island and Seventeen magazine, which used augmented reality to let visitors "try on" back-to-school outfits via a web cam.


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