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FRIDAY, NOVEMBER 27, 2009
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CBS, Pepsi Embed Video Ads in Magazines

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(Newser) – CBS and Pepsi have teamed up for an experiment in advertising that seems out of the Harry Potter films: talking video advertisements in the pages of Entertainment Weekly. Selected magazine subscribers in New York and LA  will receive copies embedded with wafer-thin screens the width of a mobile phone display, which will feature clips from CBS programs and a Pepsi ad. The cost hasn't been disclosed, but one insider tells the Financial Times it should run over $1 million.

Running a video ad in 100,000 copies of a magazine costs several dollars a copy, while a full-page color print ad comes in at just 9 cents. The CBS-Pepsi venture is being seen as a radical effort to engage with consumers who are avoiding marketing via everything from TiVo recorders to ad-blocking software. "It’s part of the future—a way to engage consumers in new and surprising ways," said a CBS exec.

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11 comments
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npkimmey
Aug 20, 09 6:25 AM CDT
Wow, that is really, really weird. I don't like this at all. I'm going to boycott any company that does this. Reply
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+1
IN RESPONSE:
thudson
Aug 20, 09 8:51 AM CDT
be honest, would you have read any magazine that would do this in the first place? somehow, i doubt you're their intended demographic. i think it's stupid, too, but at least it's at a consistent level of wasteful fivolity with the content of the magazine.
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+4
IN RESPONSE:
Unaffiliated
Aug 20, 09 8:59 AM CDT
I have plenty of other good reasons not to drink Pepsi. I actually think the tech is kinda neat, but think the ad campaign reeks of desperation. "PLEASE, PLEASE! Look at our ads!" Not exactly the right message you want to be sending about your company.
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+4
gabo
Aug 20, 09 6:40 AM CDT
Wow, maybe if they embed them in suppositories they could really drive that message home. Reply
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+8
IN RESPONSE:
odowd80
Aug 20, 09 9:47 AM CDT
LOL, this comment is awesome, my thoughts exactly.
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+1

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