Social reading service Flipboard is the latest US social network to go down the route of video advertising, following the path of Facebook, Instagram, Twitter (soon) and others.

Speaking Read Write’s ReadWriteMix event, Flipboard founder and CEO Mike McCue announced that the company will introduce the ad format from next month. Fashion brand Chanel is confirmed as an initial advertiser, as former TNW reporter Ken Yeung and others at the event noted on Twitter.

McCue told Read Write editor Owen Thomas that studies from analytics firm Nielsen concluded that advertising on Flipboard is more effective than TV ad spots. That’s based on the company’s existing static, full-page advertising – it will be interesting to see how video changes that engagement rate.

flipboard 730x371 Flipboard will introduce video ads in September with Chanel as an initial partner

Facebook introduced video advertising in December of last year, and it recently acquired video advertising platform LiveRail to boost its efforts. Instagram also introduced ads in late 2013 — this week it hired a new ad chief in a clear hint at plans to expand its monetization efforts.

We reached out to Flipboard to ask for more details about the ads. We’ll update this post with any details that the company provides.

Update: Flipboard has provided more details of its plans to TNW, though it isn’t clear when the new ad format will roll out to international markets. Here’s the company’s statement:

Video and animation in ads is an exciting new offering for Flipboard. It is an expansion of our full page ad and has been designed to be a really immersive part of the experience.

People reading publications on Flipboard that carry these ads will find a full page beautiful brand ad like they see today, but the ad may have a play button on it that allows the reader to watch the video right in the ad. We’ve worked to be sure the design is beautiful, clear and fast so that it’s a great experience for the reader and a beautiful simple expression of the brand.

Coming in September Lufthansa, Conrad Hotels, Chrysler 200, Gucci and Chanel will run video in their full page ads as launch partners for this latest enhancement.

Headline image via TNW, second image via Ken Yeung / Flickr