NEW YORK: AT&T, America's second largest advertiser after Procter & Gamble, is by nature a techno-trailblazer. Likewise the company's vp for Media Services Chris Schembri (pictured) who oversees its $3.2 billion (€2.51bn; £2.14bn) ad account.

Speaking at the recent Ad Age Media Mavens Awards luncheon in New York, Schembri evangelized the use of audio and video chips within print ads.

No, you didn't misread that. Audio and video chips embedded in print media ads.

It's a technique long and successfully exploited by greeting cards giant Hallmark in its paper products.

And it's the Eureka! factor for successful print advertising of the future, believes Schembri.

Maybe it's also what the term 'integrated media' really means. Or should?

Schembri, former svp of media planning & partnerships at Discovery Communications, is famed for his pioneering use of out-of-home media, which included the display in bus shelters of video clips of Discovery Channel's documentary-film footage. He's also trailblazed Bluetooth-enabled outdoor video ads.

Data sourced from; additional content by WARC staff