Future: Moving Pictures in Print
MediaWeek's article 'Time Inc. Eyes New Ad Apps' sites the example of lenticular ad for the Fox TV network (in Rolling Stone magazine oct 4 issue) and NBC’s Bionic Woman ad in Entertainment Weekly where the heroine’s mechanically enhanced winker lights up as the start of a creative and technological revolution in print ads.
(See also the Draft 004 lenticular cover in the accompanying picture)
As marketers look for more ways to capture the attention of media-saturated consumers, publishers are exploring much more intricate ad units, up to and including ads that feature video. A media buyer and another industry source confirmed that Time Inc., a sponsor of the MIT Media Lab, is working on technology and has looked at prototypes that would put moving pictures on a page.
Mike Maguire, CEO of Structural Graphics, a maker of high-impact ads, sees such ads as well-suited for demonstrating a new product or change in logo, believes the concept is one to two years away from execution. Ads showing full-color video may not be far behind, he added. .
Read the entire article here