Flipboard has just launched a new advertising experience that seeks to tell narratives in a native format. Dubbed Storyboard, the new feature lets advertisers use written content, images, gifs, video and audio to advertise to the magazine’s 90 million readers and app users.
Flipboard launches Storyboard
Storyboard campaigns are presented in a carousel format that offers an opportunity to tell stories in a more effective way. It can be targeted for ‘personal prime time’, i.e. moments when users are more receptive to relevant mobile ads.
Flipboard research has shown that people tend to be more receptive towards branded content if the brand connects a topic with a consumer in an authentic way.
Sephora will be the first brand to test a Storyboard ad as part of its “Tis the Season, Love is the Reason, Lets Beauty Together” holiday creative campaign. The campaign seeks to engage shoppers on mobile and other devices without disrupting the user experience.
Agencies are also interested in Storyboard. Daniel Daynes, Global Digital Director, Mindshare Luxury, the global media agency network’s unit dedicated to luxury brands, explains:
“Flipboard’s design-led platform and full screen ads are powerful tools for Mindshare’s luxury clients. They allow them to tell deeper stories, engage target consumers and reach new audiences. The ease and elegance of Storyboard combines the best of display advertising and native storytelling. It allows our brands to share their stories as an integral part of the content experience on Flipboard. We look forward to our continued collaboration and innovation with the team at Flipboard.”
The carousel format means that readers can easily swipe from right to left to follow a story. In addition, advertisers can run existing creative assets rather than creating new or unique content.
Interest-based targeting, which is a must for most marketers, is being achieved using Flipboards Interest Graph technology.
Cecily Mak, CRO at Flipboard, adds:
“Storytelling is one of the most powerful and authentic ways a brand can connect with consumers – actual or aspirational. Stories capture consumer attention long enough to communicate a message from start to finish. Flipboard Storyboard helps brands to tell their story in a highly relevant and contextual way. In the past year we’ve seen a 47 percent increase in the time people spend reading articles and watching video on Flipboard. It’s a natural next step to partner with brands and give them an opportunity to take engage with readers during these moments on mobile devices with rich, diverse content.”