Brands have been using it for a while, using their own content channels, rather than using banner ads.
Here are 3 interesting things, in keeping with both brand values and the rest of the content:
Virgin Mobile - 10 movie plots that would have completely changed if they had cell phones
Virgin Mobile - 11 Things No One Wants To See You Instagram - done when Instagram for Android was released
Toyota - The 20 Coolest Hybrid Animals