Only a couple of days ago I wrote about the potential impact that online video would have on TV advertising. Today the BBC reported the first ever digital video advert will published in a traditional paper magazine in the US in September.

The video-in-print ads will appear in selected copies of the US magazine Entertainment Weekly and be displayed on a slim-line screen, about the size of a typical mobile phone display.  The screens will be fixed to the magazine page and use a chip used to store the video content. Using a principle similar to the musical greeting card will see the video activated when the page is turned. Each chip will be capable of storing upto 40 minutes of video.   

The first execution will preview programmes for US TV network CBS and feature adverts for Pepsi.

Reported by the BBC.