Video in print (VIP) is an emerging technology found most notably in magazine advertising.
CBS partnered with Pepsi Max to launch the first campaign in 2009 with a video ad in Entertainment Weekly. View Wired.
Another early adopter was the 2012 Dolce & Gabbana spot in Marie Claire magazine. View Marie Claire.
Other avenues for video in printed formats include video brochures, business cards, point of purchase and packaging. As the technology becomes more refined and the price point heads lower, the possibilities are virtually endless.
Speaking of price point, VIP is attainable mainly for the major players at this point. Newer technology tends to be expensive, but as the price comes down, other smaller companies will be able to get in the game, making the VIP experience more commonplace.
Features and Benefits
Options include buttons for play, pause and rewind, similar to a standard video player. Current technology can support 40 minutes of video, and some allow for recharging or uploading of new videos to the print piece via USB.
This new media format definitely attracts attention. It’s also an entirely new leverage point for advertisers engaging customers through a multisensory experience with some pretty impressive recall stats.
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According to the media research firm Starch, advertising print content that incorporates video scored 100 percent on ad recall, 100 percent on brand identification and 100 percent on consumer interaction.
Pros and Cons
As the consumer becomes more familiar with this type of advertising, will the newness wear off? Or, on the flip side, will it become a standard expectation? If video were used to supplement news articles, it would unquestionably add a deeper sense of value to newspapers and other printed forms of reporting.
Advertisers should beware, though: Less is more. Nobody wants to open a new magazine only to find an ad squawking at him from each page. Treading lightly in this field is the name of the game so as not to disengage the consumer base.
The Six Degrees Solution
Six Degrees developed a resoundingly successful video in print brochure for our client Applied Precision (view API). Immediately after the first press run hit desks, the client chose to do a second run to capitalize on the success and word of mouth generated from the piece. They felt the brochure was perfect for a low press run to reach specific targets in the B2B arena.
Video in print is a new technology that needs some time to become more refined and make a strong presence in the industry, but what could the future hold? A few lofty ideas follow.
Embedded video/Web content that connects directly to the Internet, with target-specific landing pages awaiting the reader.
Video in catalogs, providing 360-degree views of the product, immersing the potential buyer in the shopping experience.
Electronic paper that doesn’t require a video screen at all (think Harry Potter).
To find out more about video in print, check out some of the companies that offer this cutting-edge technology: