February 12, 2014

NBC is aiming to accumulate some hype for the brand new “The Tonight Show with Jimmy Fallon” program through custom content throughout the Flipboard news application.

NBC is running in-app ads in the Flipboard iPhone app and has also created a digital magazine to assist promote the approaching premier of Jimmy Fallon’s new late-night talk show. The Tonight Show with Jimmy Fallon kicks off on Feb. 17, and Mr. Fallon is replacing previous host Jay Leno who led the show for 22 years.

“Flipboard assists its user base, currently larger than 90 million users, to sift in the course of the vast amount of reports and data which will collect the inside track,” said Sarah Kahn, analyst at IBISWorld, Santa Monica, CA.

“The ability to hook up with one of these broad and constant user base is attractive to media brands and permits them to hook up with users 24/7 through mobile devices,” she said. “The companies can create attractive magazines to share and promote new services to an ever expanding audience.”

Ms. Kahn just isn’t affiliated with NBC. She commented in line with her expertise at the subject.

NBC didn’t reply to press inquiries. 

Driving viewership
NBC’s full-page ads pop up within the app between articles in the digital magazines from publications including Rolling Stone.

The ads promote Mr. Fallon’s new show program and time.

A call-to-action near the underside of the screen encourages consumers to click through to read additional content from a branded in-app magazine.

NBC is using its Flipboard magazine as a hub for video content to get fans excited for the premiere of the show.

For example, NBC has published two Olympic-themed 20-second trailers which might be currently running on TV. The spots remind consumers that when the Sochi 2014 Olympics are over, Mr. Fallon will begin hosting the show nightly.

A video clip

There is additionally a choice-to-action on the end of the video clip to encourage consumers to sign up for NBC’s YouTube channel.

Other examples of videos include interviews and clips from Mr. Fallon’s previous show at the network, Late Night with Jimmy Fallon.

Additionally, consumers can bookmark the content in order that it’s saved to their Flipboard account. The content is added to a user’s custom magazine in order that consumers can quickly flip from side to side in the app to discover favorite articles.

Flipboard aggregates TV clips

Premiering new content
NBC’s new campaign shows the growing role that mobile is playing for broadcasters and entertainment companies in promoting new shows and line-ups.

Given that Mr. Fallon’s core demographic is younger and tech-savvy, that is no surprise that the network chose to leverage mobile to drive a tune-in.

In addition to NBC, Gap and Starbucks are other big brands which have run mobile campaigns with Flipboard recently.

These forms of niche, third-party news apps are increasingly well liked by consumers because they reduce at the amount of growing Web pages available.

For brands, the goal is tailor mobile ads towards a bunch of shoppers who’re reading related content.

“According to a 2012 Ny Times survey, about 20 percent of the company’s subscribers consume Online page through third-party apps,” Ms. Kahn said.

“Consumers are sifting through an increasing — and for some, overwhelming — amount of content over the internet,” she said. “Third-party apps [corresponding to Flipboard] that sift during the Web for them and supply them with the data they’re all for are expected to become increasingly popular.”