It’s not video (exactly), but the “living art interactive motion spread” from Viv magazine (a digital zine) offers copywriters and marketers a glimpse of yet another potentially game-changing marketing technology.
Found on the Appleinsider were a pair of fascination videos about (which tied this technology to the iPad, though there’s zero reason it couldn’t find a home on any PC or smartphone)
The first video showcases the technology right in the digital magazine. While it’s running, imagine the selling potential. Even at the most banal level, highlighting basic product features could offer viewers something far more powerful than a picture with a bunch of callouts (still one of my favorite techniques).
The second video is a “making of” segment – worth watching to get a sense of the technology itself.
VIV Mag Interactive Feature Spread – iPad Demo from Alexx Henry on Vimeo.
VIV Mag Featurette: A Digital Magazine Motion Cover and Feature for the iPad from Alexx Henry on Vimeo.
Embedding video in digital magazines – many of which still utilize a page-turning metaphor parroting the print mags they’re replacing – is a no brainer.
Advertisers, long trained to believe their two-page print ad spreads were wildly effective, can now run those same “brand” ads, yet enhance them with embedded video and other rich media.
The result? Big, pretty ads which make clients happy – and engagement and response levels which should put a smile on the face of the marketing and sales departments.
Motion Technology a Hybrid
“Motion” technology is not video (exactly), nor is it still photography, but seems to be something of a hybrid.
Whether it truly gains a foothold against video remains to be seen, but even if it doesn’t, it’s offers an interesting look at a potential use for short video segments in ads and other digital marketing efforts.
Which means copywriters – even those focusing purely on textual selling – had better brush up on their video scriptwriting and conceptual skills.
Those that don’t may suffer the same fate as those copywriters whoh never made the jump to online media (hint: it wasn’t a good fate).
Keep writing (and learning), Tom Chandler.
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