Forbes Launches BrandVoice Home Pages

In a major expansion of Forbes’ BrandVoice native advertising program, the business media publisher announced the launch of new BrandVoice home pages, offering marketers a chance to create their own permanent home pages within the Forbes.com Web site.

Marketers can post additional brand content from across the Web, including content they originally created for other publishers.

Set to debut Oct. 14, the BrandVoice home pages allow native advertising clients to organize content under different category tabs in order to showcase specific posts, including video content, as well as integrating social media feeds from Facebook, Twitter, Instagram, YouTube, and Google+.

In order to republish content, advertisers must have the rights to it, although it can still carry labeling from the original publisher.

A sample template circulated by the publisher showed tile-style navigation, optimized for mobile devices with a long vertical scrolling presentation. Highlighted content distinguished by larger text and graphics was interspersed with aggregation posts collecting content from other publishers, as well as posts rounding up the popular content or showing selected content from social feeds, and posts showcasing video clips.

Forbes Media chief revenue officer Mark Howard explained: “As part of our efforts to continue to evolve our BrandVoice platform to meet our partners’ demands, we created new BrandVoice homepages to allow marketers to aggregate and scale everything they do in support of their brands and help them distribute their thought leadership content. Forbes.com will become a central point for marketers to showcase all of their brand content.”

According to Forbes, since it launched in November 2010, BrandVoice has been adopted by more than 50 advertisers, who have created over 4,500 posts on Forbes.com, generating a total of 33 million page views. The program also has a print component, which so far has seen 42 BrandVoice articles published in Forbes magazine.

Last year, BrandVoice contributed around a fifth of Forbes’ total advertising revenues; the company forecast that proportion to reach 30% this year.

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