Flipboard and Conde Nast have brought brand advertising to the social magazine for iPad with web content from The New Yorker, Wired and Bon Appetit, with additional titles coming to Flipboard throughout 2011. American Express is the first to launch its campaign starting this week in The New Yorker with Lexus following suit in October in Bon Appetit, The New Yorker and Wired.
“This new Flipboard integration will enable us to connect with our audience, and their lifestyles, in a creative way,” states Dave Nordstrom, vice president of marketing for Lexus.
Flipboard’s new program gives publishers and content creators a fresh way to offer magazine-like experiences of their Web content with full-page ads to showcase advertiser brands.
Right now, with a limited number of ad pages available within select content, advertisers benefit from an unprecedented share of voice within an immersive iPad reading experience. A simple tap on the magazine-style ad takes a reader to a brand’s website or Facebook page for additional information. But, will the reader tap the ad? I don’t think I would unless it was presented in such a way that I had to touch the advertisement.
Flipboard developed its brand advertising on the popular and groundbreaking iPad in collaboration with Conde Nast including the design and placement of the advertising inside the social magazine. Using a revenue share model, Flipboard will manage inventory and the publisher maintains its direct relationships with advertisers.
Compared to a hard copy magazine, keeping track of readers tapping the ads will give advertisers a better grasp of how well their ads are doing versus a reader flipping through the hard copy version. It will be interesting to see how well the advertising campaigns fare on iPad.