Flipboard also launched Video Collections from leading media partners
Flipboard, the leading social magazine, has opened up its inventory to standard video advertising across three of its most popular categories — Technology, News and Lifestyle/Entertainment. The social magazine is now offering new video packages to enhance viewer experience across the web and mobile. The first brands and agencies to go live with standard video on Flipboard include eBay, Oracle Data Cloud, and Essence.
Since the launch of its 4th generation product in February 2017, Flipboard has witnessed 38% increase in video consumption. As customers continue to show an increasing desire for the video content, Flipboard is now building its platform to make video a central part of editorial curation.
Mike McCue, CEO of Flipboard, says, “From fashion trends to product reviews, the video is a powerful part of the media mix people want when staying informed, getting inspired, or learning something new. And, there’s a growing demand for video distribution for publishers and quality environment for brand videos.”
“That is why this year we are launching more video packages and opening standard video advertising on Flipboard— it is important for all of our audiences.”
Recommended Read: 5 Ways to Disrupt Video Marketing in 2017
The new standard video advertising platform gives Flipboard media partners an opportunity to reach out to new audience base with engaging motion content. Launch partners for the new video advertising platform include ABC News as the primary provider of video news coverage; CNBC; Hearst Digital Media’s Elle, Harper’s Bazaar, Marie Claire and Cosmopolitan; and The Enthusiast Network’s (TEN) TransWorld SKATEboarding.
In conjunction with the expansion of video content, Flipboard also announced opening its premium environment, now accepting the standard (VAST) video advertising from brands around the world.
What does This mean for the Brand Marketers?
Brands looking to connect with new audiences in a quality, curated environment can now easily extend their video campaigns to Flipboard with the added benefit of having the option to buy programmatically on Flipboard’s private marketplace.
According to PwC’s annual Global Entertainment and Media Outlook report, video is the most requested type of ad inventory by brands, with industry-wide revenues from these ads expected to grow to $13.3 billion in 2020. By adding a standard video in-feed ad unit to its premium video inventory, Flipboard unlocks its platform to buyers looking to run their existing 15- and 30-second spots inside the mobile app and engage Flipboard’s more than 100 million monthly active users in a quality, brand-safe environment.
Sadie Daryan, Senior Social Media Manager at eBay, says, “The launch of this new video format creates yet another example of eBay and Flipboard partnering to serve up compelling content for users in a quality environment.”
Digital agencies acknowledge the importance of video content in their media mix, and Flipboard’s adoption of the VAST standard and its programmatic offering is set out to allow seamless media buying through meaningful ROI.
Digital Video Market in the US
eMarketer estimates that the number of digital video viewers in the US will grow from 221.8 million to 239.2 million between 2017 and 2021; a trend that’s reflected among Flipboard users. With the recently launched fourth generation of its product, Flipboard introduced new video capabilities such as layouts optimized for video with autoplay settings and videos embedded in articles.