Marie Claire claims UK first with video ad in October issue

Marie Claire, the monthly women's magazine owned by IPC, is carrying a video ad for a Dolce and Gabbana fragrance in the pages of some copies of its October edition.

The ad has been inserted in a few thousand copies of the 396-page issue, on pages 34 and 35.

It features a 45-second video ad including sound, which plays when the reader opens the page.

Procter & Gamble, the company licensed to produce the fragrance, placed the ad through media agency MediaCom.

The technology used for the ad has been developed by the US firm Americhip, which has already used it in foreign titles, including Russian Vogue. This is believed to be the first time a UK glossy has used the technology.

IPC's Innovator team, which delivers multimedia direct marketing campaigns, managed the insertion of the ad.

Justine Southhall, publishing director at Marie Claire, said: "We are so delighted and proud to be the first UK magazine to bring our readers this fabulous technology.

"Having the video in the magazine is a truly magical experience. With additional support on and our social media channels, it has already become a 'must see' experience."

IPC recently appointed Toby Evans as publisher of Marie Claire in January.

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