Flipboard launches new Promoted Items function for advertisers

Flipboard launches new Promoted Items function for advertisers
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at [email protected]

Marketers can finally look to distribute their content more widely on Flipboard after it announced the introduction of a new tool called Promoted Items this week.

From the beginning of February Levi’s and NARS Cosmetics will become two of the first brands to distribute content on Flipboard via the new Promoted Items feed. Such content – which can range from articles, videos, products or photos – will be incorporated into the Flipboard experience but will clearly be signposted as being promoted content.

“As brands continue to become content creators we want Flipboard to be an easy place to extend distribution of their stories, products, research papers, films and photography,” said Christine Cook, head of advertising partnerships at Flipboard. 

Extended reach

Although some brands already have content in their own brand magazines on Flipboard the new service allows them to share the best of their content more widely.

The new tool also allows advertisers to ask users to take specific actions – such as signing up for newsletters or following their magazine on Flipboard. In addition publishing partners can also use the new functionality to expand the native advertising running on their own sites to Flipboard too.

The first phase of Promoted Items will allow brands to select an interest channel in which to place their content. These include News, Tech, Sports, Business, Style, Entertainment, Auto, Lifestyle, Design, Travel or Culinary and Food.

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