CBS to run video ad on chip in magazine - Crave at CNET UK

Just saw this on Twitter and thought that it was a pretty cool idea. Although I do wonder a little bit if we, folks in the industry, are more excited then the target audience. I'm curious as to how they're going to do any tracking on this to determine success. But kudos to CBS for experimenting!

US broadcast network CBS -- which owns CNET UK -- will be advertising its autumn TV season with a video-chip ad embedded in an issue of Entertainment Weekly magazine.

The 18 September issue of the Time-owned magazine will feature the first video ad to appear in print, CBS marketing president George Schweitzer said on Wednesday at a press conference at the company's headquarters in New York. It's been getting a lot of press every where and I wonder if "regular" folks will be as interested in this experiment as us industry folks are. I also wonder how, if at all, they're planning on tracking effectiveness. I know that when

The ad will be launched in partnership with Pepsi to promote Pepsi Max and the TV network's Monday prime-time lineup. Not everyone will be seeing it: the ad will appear in a magazine insert sent to subscribers in the New York and Los Angeles metro areas -- an edition without the video chip will be sent to subscribers elsewhere and show up on newsstands.

CBS to run video ad on chip in magazine - Crave at CNET UK.

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