Digital Transformation

Forbes moves into influencer marketing arena with BrandVoice Premium platform

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By Rebecca Stewart | Trends Editor

February 25, 2016 | 3 min read

Forbes wants to connect advertisers with a network of journalists, academics and bloggers with the roll out of new product, BrandVoice Premium.

The service will give partners the opportunity to publish unlimited content on the BrandVoice section of Forbes.com.

The media giant has secured a partnership with monitoring tool Traackr to pinpoint the most influential people across a variety of industries.

Announced during Social Media Week New York, the latest addition to the publisher's native ad offering means that it now offers clients three tiers for its marketing platfrom: BrandVoice, BrandVoice Elite and BrandVoice Premium. The former launched in 2010 and has pubslihed 7,800 posts for brand advertisers, helping them clock up 64.3m page views.

As well as giving brands access to experts who weild influence in key subject areas, the publisher said its latest move will give brands the opportunity to better target audiences and get deeper analytics around who is consuming native content on the site.

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Firms currently signed up to BrandVoice include Oracle, IBM and Gap International.

“Forbes is seeing a shift among marketers as they place a greater importance on reaching the right people and less on driving massive page views for their content. Marketers today are focused on engaging with a more targeted and influential audience,” said Ann Marinovich, vice-president, advertising products and strategy at Forbes Media.

“With the release of BrandVoice Premium, Forbes is making it easier for brands to partner with key influencers who can create and promote content that will have an impact on audiences that matter the most to the brands," she added.

Forbes has been experimenting with new ways to serve content of late, just a few days ago, it debuted an integrated newsbot into messaging service Telegram.

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