Dive Brief:
- Flipboard launched a new video ad product, Cinema Loop, that automatically plays a silent excerpt of a full video ad.
- If viewers engage with the ad, the full video ad plays with sound.
- Flipboard began offering video ads last fall.
Dive Insight:
Marketers on Flipboard have a new video ad option. Cinema Loop, a new video ad product, only plays the full version with sound if the user engages with the ad, and marketers get to choose which three to eight second excerpts appear in the ads. Advertisers can target Cinema Loop ads by topic, and users will only see ads around once every nine “flips.”
Flipboard’s head of video ad products Dave Huynh told Digiday, “Our job is to present content to you. If you find it interesting, you will engage with it. We wanted this ad unit to feel natural to that user experience.”
Earlier this summer Flipboard announced having 72 million monthly users reading 8.2 billion stories a month. Flipboard launched video ads last fall.