Posted by Jill Van Wyke
You may not want to view a video of microscopic worms (eiuw!) in your favorite magazine, but Meredith Corp.’s Successful Farming magazine thinks its readers will.
The August issue includes a video ad for a pesticide company, inserted into a page in the magazine. Folio explains how it works:
The ad … is a four-page insert that includes a two-inch-by-two-inch video screen on page 20 of the magazine. The screen plays an opening message when a reader opens to the page and then four additional videos depending on which buttons the reader pushes.
A year ago in J70, we were all awed by the emerging technology of thin, flexible video screens that seemed, well, far-fetched. At the time, Entertainment Weekly was experimenting with a similar technology, with ads for CBS and Pepsi.
Fast-forward one year, and the technology is going mainstream, with this ad targeted toward farmers.
So far, the technology appears geared toward advertisers. But I wonder when magazines will tap its power for editorial content.