Viewers of The Telegraph’s content on the app will be served a combination of full-screen ads, promoting Halifax’s “extra value” credit card, mortgage and current account products.
The Telegraph is currently looking for more advertisers to take up the new ad format, which it says will help brands engage with new audiences on mobile.
Ryan Rummery, head of online sales at the Telegraph Media Group, says: “This demonstrates The Telegraph’s continued commitment in providing innovative and socially engaging advertising solutions for our clients.”
Flipboard was founded in 2010 and now claims to have more than 20 million users worldwide across its iPad, iPhone and Android apps.
Christine Cook, head of advertising partnerships at Flipboard, says: “We’re developing a model that allows publishers to expand their reach and create a new channel for advertisers to engage readers on mobile devices. It’s been great to work with TMG to bring this approach to the UK.”
The deal between The Telegraph and Halifax was brokered by MEC.