The 'Flipboard' app is now letting advertisers use three to 10 second looped videos to tease consumers and build interest. The vertical video ads are an extension of the full screen ads brands originally had as a marketing option. The introduction of the new feature uses the company's trademark technology 'Cinema Loop,' which is a rich media format introduced a year ago. The brand believes that the result of a GIF-like video campaign is an "immersive ad that enhances Flipboard’s overall reading experience, rather than detracts from it."
As consumers and the tangible environment change, so do the needs of advertisers. It's no longer enough to focus just on conventional media buys; agencies are starting to place a heavy focus on digital media planning and buying. The Flipboard app speaks to the needs of advertisers by introducing and innovating how brands can market products on mobile social mediums.