Time Inc mulls animated ads in magazines

Ads in magazines that come alive and talk to you – like a tv commercial – as you turn the pages may be the next big advance in off-beat advertising.

Time Inc is already working on such a system and may introduce animated ads in a year or two.

The secret, according to a report in the US magazine Media Week, is a special electronic paper that, powered by a mini-coin-sized battery, would project an animated black and white image on to a printed page. Coloured ads could come later.

Already there have been experiments with mini animated ads in such publications as Entertainment Weekly and Rolling Stone. The ad in Rolling Stone – in last week’s issue – featured characters from the new Fox TV Sunday night line-up whooping it up on a roller coaster ride. As readers tilted the ad the images changed.

Time Inc’s Entertainment Weekly has a character from the new series Bionic Woman winking and her eyes lighting up as readers turned the page.

There is expected ultimately to be a big demand for animated ads – especially from entertainment companies – once the wrinkles have been ironed out. Although for the moment costly, the new ads are generating a lot of buzz and comment in the ad world.

Only one big question has yet to be answered. How will readers respond?

Although eye-catching there is a fear if the idea catches on readers might not like their reading to be constantly interrupted Big loud magazine ads like noisy tv commercials might not be tolerated.,

No comments to display

Leave a Reply

Your email address will not be published. Required fields are marked *