On Monday, Vox Media launched a new consumer gadget blog called Circuit Breaker that will be primarily publishing its content on Facebook, making use of the social network’s publishing program Instant Articles and Live video feature to reach its massive audience. Besides the revenue the site can generate from ads in Instant Articles, Vox is also planning to offer brands editorial sponsorships and possible product placement in Facebook live-streams to help monetize the new content vertical.
Why Brands Should Care
Facebook commands a formidable amount of consumer attention as the app that U.S. mobile users spend the most time in. So it makes sense for Vox to experiment with the new site’s content distribution on Facebook’s platform. The plan it has for generating revenue beyond standard display ads in Instant Articles is illustrative of the new reality in brand advertising today, where marketers have to keep up with increasingly tech-savvy and ad-shunning consumers and figure out new ways to reach them, such as native ads and sponsored content.
For more information on why brands should explore new advertising formats, check out the Ad Avoidance section in our Outlook 2016.