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/ 08.26.2010 1:00PM
Video Ad Integrated Into Print Magazine
DES MOINES, IOWA: A Midwestern publisher is further blurring the
lines between media platforms with a new video ad. Embedded in a print
magazine.
Meredith Corp.’s August issue of
Successful
Farming magazine has a double-truck ad from Bayer Crop Science that
contains a small video window. When the spread is opened, the video and audio
begin to play, hawking a pesticide for nematodes. Four other videos are
accessible by pressing “play” buttons on the page, The Des Moines Register said.
The nematode short is actually not the first video print ad. The Register said Pepsi and CBS did video
ads in Entertainment Weekly last
fall. Both were created by Americhip, the company that did the worm spot.
The Successful Farming video page
was inserted in 17,000 copies of the magazine comprising around 4 percent of
its subscribership, the Register
said. The subscriber database was cross-reference with Bayer’s client list to
drill down the target audience. The publisher, Scott Mortimer, said other
advertisers took note and inquired about the ad.
“I imagine we’ll see more of them,” he told the
Register.
-Deborah D. McAdams
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