Flipboard Launches New Ad Product To Let Advertisers Target By Interests

What Happened
Today, Flipboard launched a new ad product that allows advertisers to target based on topics using its Interest Graph, which maps the intricate connections between people, content, and interests on Flipboard. For example: an advertiser that chooses to target with coffee-related topics may also have their ads shown with craft beer topics, because Flipboard’s data shows that many of its users who read stories about coffee also care about stories on craft beer.  

What Brands Need To Do
With this new ad product, Flipboard, which boasts 80 million monthly active users, is now opening up its user behavioral data to advertisers and brands to help them expand the reach of their messages beyond their initially intended demo. This represents one of the newest examples in the on-going shift from the traditional age-and-gender-based demographic targeting towards a more data-driven, interest-based post-demographic targeting. It is a trend that brands of all verticals can tap into for a more personalized and effective targeting. We detailed this shift and some ensuing tactics that brands can use in our recent POV on Tribal Marketing, which you can read here.


Source: TechCrunch

Flipboard Purchases Zite From CNN

Flipboard purchased the personalized news app Zite from CNN, while CNN and Flipboard agreed to a partnership to launch digital magazines based on the channel’s shows through Flipboard. The deal, worth a rumored $60 million, will make Zite available as a magazine to Flipboard’s 90 million users – not to mention the eyeballs that CNN will be hoping to acquire through this deal. While Facebook’s Paper has been dominating the news-aggregation app headlines recently, Flipboard was certainly in the space first, and presents a more personalized product – something that CNN will have recognized – and has raised around $161 million in three funding rounds. In combination with Zite and CNN magazines, Flipboard now has access to a more main steam source of readers and users, positioning it for even broader adoption and true competition with Facebook’s Paper. 

Flipboard’s Brand Magazines Show Success

When Flipboard announced custom magazines earlier this year, no one was sure how successful they’d be. We now know that brands are seeing great success with the custom designs; Flipboard reported that between 10 and 20 percent of users who click on a brand’s magazine end up subscribing to it. What’s more, top brands are seeing readers access between 20 and 40 pages of content per visit. Some brands, like Levi’s, are using the magazine as more of a catalogue, while others aggregate articles and other content from around the web. No matter how the magazine is designed, brand magazines are reporting an advertisement click through rate of 3 percent, which is orders of magnitude greater than digital ad click through rates, which are reported at less than 0.1 percent. Users who really like an ad can even flip it into their own magazines. Flipboard is doing its best to prove that it’s an important advertising medium that should be noticed, and with those numbers it seems as though they have the substance to back their claims.

Flipboard Comes To The Web

Flipboard, the popular magazine aggregator, announced its big jump to the web. Prompted by the success of its mobile programs, the company is launching full HTML5 versions of its magazines that will work in any browser – whether you’re on mobile or desktop. The company plans to bring articles into the mix in the next few months, with the full Flipboard experience coming to users around early 2014. Initially, Flipboard would have been a web app, but upon hearing about the iPad decided to bet on a tablet app instead. Flipboard CEO Mike McCue also spoke to the strategic timing of the move to the web, with the fall of Google Reader being a large factor in the decision to revisit the initial model. Whether it becomes the way forward for Internet news aggregation remains to be seen, but nevertheless a big player has entered the digital sphere of personalized content curation.

Are Curators The New Publishers? Flipboard Thinks So.

Flipboard has updated their social magazine that lets users create their own custom magazines, curating articles from other publishers, customizing covers and more. Users can also follow an individual’s magazine as well and purchase products via Etsy. Interestingly enough, the update lets anyone from an individual to a brand become a publisher with the eventual possibility of even sharing ad revenue if they get enough traction.