Flipboard is reportedly expanding its advertising offerings with new video ads. These include short (3 to 8 second) segments aimed at getting users to watch the rest of the video. The segments are referred to as “Cinema Loops”.

The news comes from VentureBeat, which spoke with Dave Huynh, Flipboard’s head of advertising product. Ken Yeung reports:

Participating brands will submit their creative files to Flipboard and specify the intervals that they want in the preview clip. Flipboard will handle the processing and everything else. Brands won’t be limited to just one preview clip. As a matter of fact, Huynh said that more is actually better.

These video ads also include a title and a quick description of what’s going on. Unlike stories, where the description is a snippet from the article, Cinema Loops really features brief descriptions. A call-to-action can be included in the description, but not in the full-length video itself.

The ads are reportedly charged for per mer impression or per engagement.

As the company expands its advertising efforts, it’s also doing more to improve the user experience, which should in turn help advertisers.

We caught up with Flipboard earlier this month as they told us about new algorithmic changes including filtering based on other people’s reading behavior and a new voting system for content. They also have new analytics offerings. More on all of that here.

Image via Flipboard