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Forbes Media adds new dimension to its native advertising platform

Jul 30, 2015

Forbes Media has long been committed to native advertising and this week the business magazine added another product to its leaflet: 'Special Features'.

'Special Features' is a new addition to Forbes Media's BrandVoice platform and will allow clients to publish branded digital content using the same tools as the website's editorial staff. According to Forbes Media, 'Special Features' is a digital product for marketers that presents thematically aligned brand content within a custom-design feature page. The branded content will potentially feature several different digital elements such as posts, video, infographics, interactive elements and photo galleries.

Mark Howard, Chief Revenue Officer at Forbes Media, explains:

Marketers are increasingly seeking thought leadership marketing that delivers visual, interactive and highly engaging experiences. Our focus is on continuing to evolve our BrandVoice platform and introduce innovative features that deliver on those experiences for our readers, visitors and BrandVoice partners

On July 28, Dell was the first company to launch a 'Special Feature' with a campaign called "1 in 7 Billion". The campaign will run for eight weeks and Dell's goal is to increase visibility, engagement and awareness of its cloud technologies and customer stories.


'Special Features' is the fourth BrandVoice product that Forbes has launched in the last five years. The entry point for a 'Special Features' is 100,000 US dollars per month, with a two-month minimum.

According to AdAge, native advertising accounted for 30 percent of Forbes Media's advertising revenue in 2014.

Anders Vinderslev is a trained journalist and former editor and key contributor to the NAI blog. He has, according to himself, produced some of the most thought-provoking and impactful reporting on the state of native advertising. Today he works as a content creator and editor at Brand Movers, but from time to time he will deliver spicy takes on native advertising and sponsored content here at the NAI blog.

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