Video-in-print (ViP) advertising refers to video advertising that is featured in a print format. They are used for their "medium is the message” value and free publicity.
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Technology
This technology is produced by a multitude of printers and dimensional design firms around the world.
History
The first time video-in-print advertising was used was when CBS decided to embed a video-chip ad in the September 2009 issue of Entertainment Weekly to advertise CBS's Big Bang Theory and PepsiCo's new Pepsi Max soda. The ad was "developed with the collaboration of the Ignition Factory, a division of the Omnicom Group's OMD media agency". However, the ad would only appear in magazines sent to subscribers based in the New York and Los Angeles; subscribers based elsewhere and people buying it from newsstand would not be able to enjoy it.
In the UK, the October 2012 issue of Marie Claire was the first to use a video-in-print advertising, a 45-second clip for a Dolce and Gabbana fragrance. Procter & Gamble, which had been licensed to produce the fragrance, placed the ad through advertising agency MediaCom.
In fiction
It has been compared to The Daily Prophet, the newspaper described in the Harry Potter books, as well as the newspapers featuring streaming updates in Steven Spielberg's Minority Report.