And United, which uses something like a storyboard capability to allow users to take in its luxury flight experience by flipping through pictures and video. He cites Microsoft’s Surface PC, which takes up the full screen in ad space, but allows viewers to click a video embedded in it. Yet, it still feels like it’s just another piece of content.” “Of course,” he adds, “it’s a mobile display, so we can do video, we can do more interactivity. This way, when a customer flips through the app interface, an ad can get as much of the user’s attention as a story they’re trying to find. That lesson teaches McCue’s team of 130 how they approach their ad products - working with brands to use the full screen space. That’s the experience we strive for on Flipboard.” You can have a beautiful full page ad, and you’re going to have a full page of editorial and it just works all the same - it just fits together. “When you look at print, the ads and the content are given equal treatment, and the creative for the brand really comes through. But McCue feels that there are lessons to learn from what made magazines a lasting platform in the first place. It’s an interesting callback, as print has faced its toughest challenge in the past few years as digital spaces became more robust, large print publishers have watched ad revenue spill into display ads and away from full-bleed pages. “When we started Flipboard,” says McCue, “we were inspired by print: the printed magazine.” The print magazine plays inspiration for content - and for ads The Drum spoke to the company’s founder and chief executive, Mike McCue, about how the company looks to keep momentum on its side, its philosophy towards publishers and advertisers, and how it avoids allowing fake news to disrupt its platform.
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