Flipboard’s new feature, Interest Collectives, lets businesses reach a large audience that shares common interests, without using programmatic targeting.
Flipboard Contextual Advertising
Over the summer, the Finance Collective will join the other two already available Collectives (Travel and Technology). Interest Collectives gather information from different sources, like email newsletters and good publisher partner sites, to create big and interested audiences. The Travel Interest Collective connects individuals who frequently browse websites such as Atlas Obscura, Explore, and Frommer’s with those who are interested in Flipboard’s travel section, thus enabling brands to target individuals who are actively searching for potential vacation destinations.
Pauline Frommer, Editorial Director at Frommer’s said: “Over the past few years, we have partnered closely with Flipboard on a number of initiatives and we have seen substantial referral traffic and engagement from an audience that goes deep on travel. We view this program as a win-win because it allows us to continue growing engagement on Flipboard, while supplementing our direct sales efforts with new monetization opportunities.”.
Mike McCue, CEO and Co-Founder of Flipboard said: “As privacy concerns continue to grow and data collection becomes more restricted, contextual advertising will be one of the most effective ways to reach qualified audiences in quality environments. We are creating the Interest Collectives to help brands reach individuals united by common interests, with high intent, and actively seeking to learn, share experiences, and form opinions about brands, products, and services, both on and off our platform.”.
Flipboard has many themes and materials from thousands of publishers indexed by machine learning algorithms. Advertisers can use these Interest Collectives to connect with audiences in a relevant context.