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flipboardFlipboard has just launched ‘Storyboard,’ a new ad experience that enables brands to tell powerful and complete narratives using multiple native formats—stitching together articles, images, animated .gifs, video, and audio.

One of the first clients? Sephora, one of the first brand partners to roll out a Storyboard campaign.

“Presented as a browsable carousel, Storyboard is an immersive and targetable storytelling experience that offers advertisers another effective way to take advantage of readers’ ‘Personal Primetime’ on Flipboard: moments of engagement when people are more receptive to mobile advertising and branded content relevant to their interests,” the Flipboard team asserts.

The storytelling solution grew out of Flipboard research suggesting that people are receptive to brand content if the brand is authentically connecting with a topic a person is interested in and is relevant.

Sephora, a leading prestige cosmetics retailer, is already highly regarded as a trailblazer within this digital consumer experience, leveraging first-to-market technologies across a variety of verticals, including socialized storytelling.

“Flipboard Storyboard, a vehicle for both brand and editorial storytelling, will be presented as beautiful, full-bleed multipage carousel. Readers can swipe from right to left to follow a full story, introducing a new gesture on the platform. Flipboard’s proprietary algorithms extract branded content from multiple URLs and beautifully stitch individual items—ranging from articles, images, animated .gifs, video, and audio—together allowing brands to compose a complete narrative,” according to Flipboard’s announcement on Thursday.

Combined with Flipboard’s proprietary Interest Graph technology, we’re told that advertisers are able to target campaigns to readers based on their interests and deliver multimedia brand content that is exceedingly relevant.

“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,” says Cecily Mak, chief revenue officer at Flipboard. “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.”

To check out an example of Flipboard Storyboard, click here.

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