Forbes Media announced today the expansion of its native advertising efforts with BrandVoice "Special Features," which allows companies to publish branded digital content with the same tools as the editorial staff.
This is the fourth BrandVoice feature created since the platform's debut in 2010. The new offering will allow advertisers to take a multi-platform approach by including posts, videos, infographics, interactive elements and photo galleries on the Forbes website.
Dell is the first company to use the new feature, in partnership with Forbes.com. The marketer's eight-week campaign "1 in 7 Billion" kicks off today. The campaign focuses on personalized medicine and technology-driven healthcare available through the cloud, and is part of a larger campaign called "Future Ready."
"We believe in giving marketers the same access to the content creation tools as our editorial staff," said Ann Marinovich, Forbes Media's VP-advertising products and strategy. The "Special Features" service allows for a marketer to "take a deeper dive into one particular topic," Ms. Marinovich added.
Since 2010, BrandVoice has helped Forbes attract advertising dollars, raking in approximately 30% of the company's advertising revenue in 2014, according to a statement.