Social reading service Flipboard is the latest US social network to go down the route of video advertising, following the path of Facebook, Instagram, Twitter (soon) and others.
Speaking Read Write’s ReadWriteMix event, Flipboard founder and CEO Mike McCue announced that the company will introduce the ad format from next month. Fashion brand Chanel is confirmed as an initial advertiser, as former TNW reporter Ken Yeung and others at the event noted on Twitter.
McCue told Read Write editor Owen Thomas that studies from analytics firm Nielsen concluded that advertising on Flipboard is more effective than TV ad spots. That’s based on the company’s existing static, full-page advertising – it will be interesting to see how video changes that engagement rate.
Facebook introduced video advertising in December of last year, and it recently acquired video advertising platform LiveRail to boost its efforts. Instagram alsointroduced ads in late 2013 — this week it hired a new ad chief in a clear hint at plans to expand its monetization efforts.
We reached out to Flipboard to ask for more details about the ads. We’ll update this post with any details that the company provides.
Headline image via TNW, second image via Ken Yeung / Flickr
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