LAS VEGAS — Maybe the full-page,\u00a0print-style\u00a0ad format isn’t the optimum format, even for an app that launched to replicate the modality of a printed magazine.<\/p>\n

In October, Flipboard<\/a>, the flippable content aggregation app that borrows its interaction method from the page-turning paradigm, launched Storyboard<\/a>, a new ad format for buyers.<\/p>\n

<\/p>\n

Speaking with Beet.TV at the Consumer Electronics Show, CEO Mike McCue<\/a> explains the\u00a0thinking behind the idea.<\/p>\n

“You will see gorgeous collections of videos, image galleries and articles you can navigate through,” he says.<\/p>\n

“We\u2019re using this, initially, for brands to be able to tell stories using the assets that they have. We\u2019re also enabling some great work on an editorial front.”<\/p>\n

Flipboard had snagged Mindshare, Sephora and SmartWool to use the format at launch.<\/p>\n

To McCue, it is all about delivering brands an audience that is in “an aspirational state of mind”. Flipboard is setting out to do that by luring users in to tightly-defined topical and curated stories using an aggregation of lush-looking video and photos.<\/p>\n

McCue says the model tries to target those aspirations of users who are engaged “as opposed to a snacking mentality”, and in a way that is just like Vogue”. It seems a play for the luxury end of the market.<\/p>\n

McCue\u00a0reckons 2017 will see more social platforms move toward a model where they serve up pre-defined topical newsfeeds to users.<\/p>\n

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605<\/a>. \u00a0For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS — Maybe the full-page,\u00a0print-style\u00a0ad format isn’t the optimum format, even for an app that launched to replicate the modality of a printed magazine. In October, Flipboard, the flippable content aggregation app that borrows its interaction method from the page-turning paradigm, launched Storyboard, a new ad format for buyers. Speaking with Beet.TV at the […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[6133,6134],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44261"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44261"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44261\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}