Flipboard reaches 145 million monthly users following February ad campaign
Flipboard has seen a return on its ad campaign to promote the mobile reading app earlier this year.
The app’s monthly user base has grown from 100 million people to 145 million, with 11,000 publishers applying to distribute their content on Flipboard since the campaign’s debut in January, said Flipboard CEO Mike McCue. For comparison, roughly 5,000 publishers had applied in the four months before the campaign’s launch.
Flipboard bought full-page ads in print newspapers such as The Financial Times and The Wall Street Journal and ran digital ads on publishers’ sites, email newsletters and podcasts. The campaign involved an estimated $3 million to $4 million and three agencies: Red Square, Moniker and 1185 Design. Flipboard wanted to promote the app as more selective than other places where people get their news (cough, Facebook, cough). The campaign had been in the works since spring 2017, but its launch coincided with Facebook’s fallout among news publishers, following its de-emphasis of publishers’ content earlier in the month and struggle with the spread of fake news across its network.
Following the campaign, McCue says the company has seen a lift in users, engagement, publishers on the platform and advertisers, helping position Flipboard to be cash-flow positive. He said the 8-year-old private company’s revenue is “good” and “continuing to grow” but declined to provide numbers.
McCue was quick to note that other factors have contributed to the app’s growth with users and publishers. For example, he said the app’s monthly audience had already been on the rise over the past six to 12 months, though the app hadn’t updated the public figure from 100 million users to 145 million until this month. And the increase in publishers applying to be on Flipboard was set in motion before the campaign’s launch. In October, Flipboard introduced a self-serve tool for publishers to pipe their RSS feeds into the app. Flipboard declined to say how many have been approved but that 4,000 publishers are on the platform.
Flipboard’s campaign has also coincided with the app’s rise as a referral source for publishers, on par with Twitter and Google News, though far behind Google’s search engine and Facebook. According to Parse.ly’s network of more than 2,500 sites, Flipboard accounts for 1.9 percent of publishers’ traffic. That’s shy of Twitter’s 2.2 percent and Google News’ 2.1 percent. Since Flipboard surpassed Google News last year, the company hopes to top Twitter as well, if not this year then next.
California Attorney General says popular, digital ad opt-outs from trade groups don’t comply with CCPA
Commonly used opt-out tools from the Network Advertising Initiative and Digital Advertising Alliance will not suffice for compliance with California's privacy law.
Hearst UK wants all of its brands to have Good Housekeeping’s authority in product testing
The Good Housekeeping Institute set the precedent for Hearst UK and the new Hearst Institute is looking to replicate those successes across all its brands.
Member ExclusiveDigiday Research: The pandemic sped the wrong things up for publishers
Publishers are now much more reliant on direct-sold ads, and at an industry level, diversification strategies have made little progress.
SponsoredData-driven solutions: Charting a better way forward for brands and publishers
Travis Clinger, senior vp of addressability and ecosystem, LiveRamp Updates to mobile identifiers and browser data privacy policies have become an everyday part of life in the advertising industry. The browsers and device manufacturers have made privacy a competitive differentiator, as consumers have become increasingly concerned over how their data is being used. As an […]
Why two brothers are betting on creating new brands and e-commerce to grow their media company
Former Bonnier Corp. CEO Eric Zinczenko is the new COO/president of his brother David Zinczenko's company Galvanized Media.
Member ExclusiveMedia Buying Briefing: Artificial intelligence ‘is gonna ruin the world… and then we adapt’
A look at the different ways artificial intelligence is wending its way into media planning and buying.