Video ad for Dolce & Gabbana fragrance – which features music and is embedded on the page – to feature in October issue

Marie Claire is claiming a UK first with the publication of a display advert featuring video content.

The ad, for a fragrance from the luxury fashion label Dolce & Gabbana, is appearing in a few thousand copies of the 396-page October issue. Pages 34 and 35 feature a 45-second video ad featuring a pair of models posing near a coastal scene. The ad was paid for by Procter & Gamble, the company licensed to produce the fragrance.

The ad includes music and is embedded on the page in an insert. When the page is opened the advert begins to play. The technology used for the ad was developed by the US firm Americhip, which has already used it in foreign titles including Russian Vogue. But this is believed to be the first time a UK glossy has used the technology.

"It is made out of harder material, and heavier stock and we are delighted with it," said Marie Claire's publishing director Justine Southall.

The company declined to reveal how many copies contain the video but it is believed to be in the low five figures. The title currently has a monthly circulation of about 255,000 copies. Most of the copies that contain it are understood to be subscriber issues but Southall said that there was already excitement among readers about getting the video ad. "It is a bit like getting the golden ticket in the Wonka bar," she said.

Southall added that she was open to using the technology in future ad deals for the magazine.

"This is massive and it's a huge change," she said. "It is expensive but the cost will come down in time and it will become a more accessible part of what we do."

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