Conde Nast Partners With Flipboard for Brand Advertising Model
Full-page ads launch with New Yorker content.
Today, Conde Nast announced a new way for advertisers to reach consumers: through Flipboard, the “social magazine” app that aggregates Web content based on users’ social media interests on Twitter, Facebook and through custom RSS feeds.
Currently, Conde Web edit teams are working with Flipboard staff to create customized feeds of online content specifically for the app; The New Yorker, WIRED, Bon Appetit and Glamour each have editorial partnerships.
This new ad framework allows for Conde advertising partners to develop a Flipboard presence as well.
With advertisements from American Express featured in the New Yorker’s customized feed, Josh Stinchcomb, VP of digital sales with Conde Nast, says that Lexus is slated to begin advertising with Flipboard through Bon Appetit, The New Yorker and WIRED. According to a press statement, Lexus ads will run with October content.
The ads in Flipboard are full-page, and will appear “approximately every three swipes in the article view,” according to Stinchcomb. In this space, advertisers have the ability to link out of the advertisement to other sources on the Web.
“We’re going to market by selling a small number of advertisers per month, looking for one to four ad partners per brand per month,” says Stinchcomb.
As for advertisement development, partners will have to match ads with specific Flipboard spec requirements. Stinchcomb points out that since several advertisers already have ads in rotation through Conde’s paid digital edition apps, many of those can be easily converted for the Flipboard space.
For the creation of advertisements in the Flipboard app, Stinchcomb says, “Ultimately, it’s up to the advertiser – whether they want to take their print creative and tweak it a little bit for something totally new. I imagine as this space grows, so will the customization of this advertising.”
Since Conde Nast will be selling the advertising (and sales are based on Conde Nast created content), Stinchcomb says the publisher will keep the majority of the ad revenue and give a percentage share to the Flipboard platform.
Conde is also taking this opportunity to promote their own digital editions, with marketing for the paid digital apps available through iTunes embedded directly in the articles featured on Flipboard.
On partnering with Flipboard in both editorial and advertising, Stinchcomb says, “We’ve got a larger strategy to create great content experiences, wherever consumers want them. We saw in Flipboard a quickly growing consumer base that is hungry for our brands and for our content. This immediately became a place of interest – can we offer a content experience up to our standards, and offer an advertisement experience up to our standards as well? In Flipboard’s case, we were able to figure out both, and that’s what makes it worth our partnership.”