CBS to Run First Video Ad to Appear In Print

As branding & communication platforms continue to merge, it looks like the US broadcast industry is heading for a first: CBS will be advertising its fall lineup with a video chip embedded in Entertainment Weekly. Major magazines and newspapers have been forced to try new ways to increase ad revenue to make up for the drop in sales. With video ads, CBS can likely charge more because the spot is more likely to catch the reader’s attention

CBS marketing president, George Schweitzer confirmed the widely speculated assignment Wednesday. The ad will be launched in partnership with PepsiCo to promote the network’s Monday prime-time lineup. The ad will appear in a magazine insert sent only to subscribers in the New York and Los Angeles areas. So if you’re not in these cities, you’ll get the video-chip free edition via newsstands.

Here’s some really rough footage of the demo.

The battery lasts for about 65 to 70 minutes, and can be recharged (believe it or not) with a mini USB cord. The product has been in development for 2 years. “It’s leadership in innovation, which we really stress at CBS in every part of our company,” Schweitzer said of the ads, which were developed with the collaboration of the Ignition Factory, a division of the Omnicom Group’s OMD media agency.

There will be natural questions about recycling/repurposing of chips and other environmental impact concerns. Some are calling the idea crazy, others applauding the ideas as a promising new revenue stream for a flatlining business.

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