With the highest ROI of any digital format, we’re not surprised to see that video will see the most growth within marketing budgets for 2023. According to HubSpot’s 2023 Marketing Strategy and Trends Report, one in five (21%) marketers plan to use video advertising for the first time this year, the most significant uptake of any emerging trend.
Today we’re excited to introduce Promoted Video, a new premium native ad format that lets marketers leverage the power of video storytelling. Optimized for mobile viewing, Promoted Video delivers branded video in-feed and is complemented by written content to create an even more compelling and concise storytelling opportunity. Designed to fit organically within the app experience, Promoted Video blends seamlessly with Flipboard’s immersive discovery environment where audiences explore premium content personalized to their passions and interests. The combination of visuals, audio, and text allows brands to convey their messages more effectively while capturing the attention of viewers with movement and sound. Brands can highlight key points, emphasize calls to action, and provide additional information to enhance the overall impact of the ad.
Native Video Drives Real Engagement
From our early testing, Flipboard’s Promoted Video drives strong engagement similar to recent findings from industry studies on native video advertising. For instance, data from Insider Intelligence shows that in-app video ads perform 56% better than traditional banner ads. And according to a recent eMarketer study, native video ads generate a significantly higher click-through rate (CTR) compared to traditional banner ads, with CTR for native videos nearly eighteen times that of banner ads. Sharethrough and IPG Media Lab conducted an ad effectiveness survey that showed an 82% increase in purchase intent when users engaged with native video ads.
To sum it up: native video has been proven to drive higher brand lift, purchase intent, and overall engagement compared to traditional formats. From our own insights into native ad performance, we know that users are more likely to watch, enjoy, and remember video content that aligns with a platform they are already engaged with. Since user engagement on Flipboard increases year over year, Promoted Video will be a powerful tool for marketer’s to retain existing audiences while sparking interest with new prospects.
We believe Promoted Video presents an exciting new opportunity for brands to connect with our audience and are committed to continue innovating on Flipboard in an impactful way.
—Anya Cekauskas, product marketing, is reading The Fediverse