As a leading discovery destination, Flipboard readers spend over 110 minutes each week exploring and sharing content around their passions and interests. From Day 1, Flipboard has been committed to sourcing the world’s best content by partnering with over 5,000 publishers across more than 30,000 topics. Our AI-powered Interest Graph is able to tap into these content signals and analyze real-time data from publishers, topics, interests, and user magazines to provide a deep understanding of consumer profiles based on granular behaviors and niche passion points. 

At Flipboard, we understand the power of respectful advertising and surfacing the right message to the right audience. Brands that advertise on Flipboard now have the ability to build custom audience segments and reach niche audiences aligned with over 30,000 user interests. 

Advertiser reliance on third-party data is declining as the dissolution of cookie-based targeting continues to grow. For nearly five years, the advertising industry has known that third-party cookies are going away with companies like Google and Apple leading the initiative to place more emphasis on protecting user privacy. Flipboard’s proprietary first-party interest targeting provides a highly effective solution for brands independent from third-party cookies and global identifiers.

Most significantly, Flipboard offers brands the ability to customize their targeting strategy across multiple topics and audiences, allowing them to reach high-intent users in a contextual and respectful manner. From passions as broad as #Travel, #Technology, and #PersonalFinance, to interests such as #SustainableEnergy, #Streaming, and #RetirementPlanning, brands are able to target across a variety of niche topics to reach their intended audience. 

Visit Sun Valley Boosted Engagement by 60 Percent with Custom Interest Targeting on Flipboard

Visit Sun Valley saw a 60% increase in engagement through custom interest-based targeting for a recent campaign on Flipboard. As a new IKON Pass partner, Visit Sun Valley partnered with Flipboard to increase awareness of their new status and drive consideration to explore their resort in the 2022-’23 season. 

Collaborating with Flipboard’s Client Solutions to identify the most relevant travel and winter topics on Flipboard, a newly created custom bundle of winter sports Topics helped Visit Sun Valley identify an audience passionate about skiing, snowboarding, ski resorts, skating, and figure skating. Thanks to this custom targeting bundle the campaign reached the right audience and inspired winter sports enthusiasts on Flipboard  to check out Sun Valley Resort, resulting in an engagement rate 60% above Flipboard’s benchmarks. 

First-party interest targeting has shown significant performance improvement, driving awareness, engagement and favorability. Not only does this strategy ensure efficiency and effectiveness in brands’ advertising efforts, but it also respects our audience by providing them with relevant, personalized content that truly resonates with their interests. As we continue to refine this approach, we can unlock new levels of success.

— Claudia Chau, client solutions lead, is curating Cantonese Recipes