In a world driven by digital-first strategies, traditional media is undergoing a remarkable transformation. Mainline media—once viewed as static and slow to evolve—is now embracing innovation like never before. From immersive 3D print ads in newspapers to real-time interactive TV commercials, the boundaries of creativity and consumer engagement are being redefined.

The Reinvention of Print: 3D Print Ads and Sensory Engagement

Print media, especially newspapers and magazines, has long been a cornerstone of mainline advertising. But today's print ads aren't limited to ink and paper. Brands are now using 3D printing technology to create ads that literally pop out of the page.

Take, for instance, automobile brands launching new models with 3D pop-up car replicas embedded in Sunday papers. These tactile, attention-grabbing ads not only boost recall but also drive consumers to explore product features via QR codes or AR (Augmented Reality) enhancements.

In sectors like FMCG and luxury, textured surfaces, scent-infused pages, and embedded samples are turning passive readers into active participants. This level of sensory interaction elevates brand messaging and offers a competitive edge over flat digital formats.

Interactive TV Spots: The New Frontier of Storytelling

Television, once known for its one-way communication, is now becoming an interactive experience. Thanks to smart TVs and connected devices, brands can craft interactive TV spots that allow viewers to:

  • Choose narrative endings
  • Vote in real-time
  • Request product information via remote
  • Scan on-screen QR codes for immediate purchases

In 2025, interactive TV is not just a gimmick—it’s a data goldmine. Brands gain insight into viewer preferences and behavior, while consumers enjoy a personalized ad journey. For example, a fashion brand might let users select outfits for a model during the ad, then seamlessly guide them to its online store.

This dual experience—entertainment with utility—has proven to increase engagement rates and conversions, especially during high-traffic slots like live sports or primetime shows.

AR & AI-Powered Mainline Formats: Merging Tech with Tradition

Emerging technologies like augmented reality (AR) and artificial intelligence (AI) are making their way into conventional mainline formats:

  • AR in outdoor and transit media brings static hoardings to life with 3D animations when viewed through a smartphone.
  • AI-driven dynamic print ads tailor newspaper inserts based on regional consumer preferences and demographics.
  • Voice-activated radio spots prompt listeners to engage using smart speakers—blurring the lines between radio and digital voice tech.

These integrations show how innovation in mainline channels is not about replacing tradition, but enhancing it for a more connected era.

Real-World Examples of Mainline Media Innovation

  1. Cadbury’s AI-powered print campaign in India created personalized ads for each city based on local language and festivals.
  2. Nike’s 3D billboard in Tokyo featured sneaker animations that responded to pedestrian movement.
  3. Tata Motors’ interactive TV campaign allowed viewers to explore the car’s interiors using their smart remotes.

Such examples prove that innovation isn't limited to startups or digital-first brands—legacy companies are also leading the charge.

The Future of Mainline Media is Experiential

As we move into a more hybrid media ecosystem, mainline media is proving that it can adapt and inspire. Brands are no longer choosing between traditional and digital—they're choosing how to merge both for maximum impact.

By harnessing the power of 3D, interactivity, and data-driven personalization, mainline media is writing a new chapter in advertising—one that combines the tangibility of print, the mass reach of TV, and the dynamism of tech.

Conclusion:
Mainline media isn’t dying—it’s evolving. With innovations like 3D print ads and interactive TV spots, it's not just catching up to digital, but in many cases, surpassing it in emotional impact and memorability. For marketers in 2025, the message is clear: Innovation thrives where creativity meets technology—even in the most traditional of channels.

 

 

 Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)