As per a recent article on adage.com, Forbes has reported that 20% of its ad revenues are coming from its BrandVoice offering. BrandVoice is a by invite content sharing platform that allows advertisers to share their voices on subjects related to their ads.
As digital advertising continues to grow, finding ways to attract marketers will also become more competitive. By putting forth a stage for marketers to publish their thought leadership, Forbes is creating a differentiated engagement with its advertisers, while also giving them an additional and more personal way to reach readers. I think this is an avenue that will need to be further explored by other websites looking to increase their digital marketing presence and attract digital marketers. Sponsored content will add value to the entire digital marketing package as well as allow advertisers another channel to reach consumers.
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