Flipboard is a very popular app that aggregates news from a variety of sources and then presents it in a magazine style format, it’s available on a variety of platforms and continues to grow. It was only a matter of time before advertising appeared in the app to provide the developers with revenue and today they’ve introduced a new kind of ad products which will put looping video ads between the news.
Users will get to see these looping video ads as they scroll through the news, similar to how ads are displayed between posts on Facebook and Twitter. Flipboard is calling it Cinema Loops because these ads are basically short repeating sections of videos that aim to get users to click through to the entire ad.
The looping ads will be between three to eight seconds long and will be crafted in a way that users feel enticed to click through to watch the full advertisement.
Video ads aren’t new to Flipboard, they arrived last September with partners like Sony Pictures and Gucci. However those were full-length video ads that users had to click before they would play.
Hence the need for Cinema Loop video ads because they don’t require user interaction to start, and if they catch a user’s eye, they’re more likely to click through. Cinema Loops will be rolling out to Flipboard mobile apps first before being expanded to other platforms in the near future.