Back in 2011, Fllipboard launched its first advertising program in partnership with Condé Nast. Display ads would be shown alongside content from Wired, The New Yorker and Bon Appétit. Fast forward 3 years and 150m plus users, they have just extended their ad options to independent publishers and launched video ads.
How does Flipboard advertising work?
Flipboard offer advertisers the chance to have a full page ad on a range of devices (iPhone, iPad and Android). Ads appear as a user flips through the content. They function much like print ads in that they are part of the reading experience and not massively intrusive. This type of advertising fits into the Flipboard ethos: Flipboard is a quest to transform how people discover, view and share content. See some examples of full page Flipboard ads and ad specs below:
The new video ads will appear as regular Flipboard ads do: as full page ad slots. Unlike Facebook, they do not auto play. Users will need to click the video in order for it to play. This is a favorable move for advertisers as there will be less wasted impressions and this could lead to a higher conversion rate.
All campaigns are given a frequency cap: 3 impressions per creative, per publisher, per device, per user, per day. This ensures all parties (Flipboard, their users and the advertisers) get the most out of campaigns. It also means a unique advertising experience for the user, similar to a print ad in a magazine and it’s very rare that you will see the same ad twice in one magazine.
In the last few weeks, Flipboard have acquired the storytelling app Ultravisual which will make their content curation even more powerful. In terms of advertising, Flipboard are pretty much set for a full scale advertising program. To find out more about Flipboard advertising, click here.