Mobile magazine app Flipboard on Monday announced it has initiated a trial program that will see full-screen videos ads incorporated into its mobile app.
As part of the testing program, Flipboard readers will notice video ads appearing as they swipe through the app content starting Monday.
Sony Pictures, Gucci, Lufthansa, Jack Daniels, Principal Financial Group, Woodford Reserve, Conrad Hotels & Resorts and Chrysler are eight notable pilot partners testing for full-screen videos ads. These video advertisements will appear in full-page slots that will come up when users flip through the Flipboard app content.
For now the video ads will be muted by default and won’t be automatically played when a user comes across them. Its only when a user taps on the video, it’ll expand and start playing.
Flipboard is also considering to add auto-play functionality to the video ads in future. The company said it will first monitor how its users interact with video advertisements and then will decide whether to add auto-play feature or not.
eMarketer predicts spending on video ads on mobile and other digital formats will grow 42 percent to $5.96 billion this year.
“This is furthering our belief that there’s really an opportunity to do high-quality premium brand advertising in mobile,” said Flipboard CEO Mike McCue notes Advertising Age.
“Video obviously is a really important way to do that”.
The video advertisement program, which is currently in a pilot phase, is expected to roll out to every Flipboard user by November 1.
