What is an Advertorial?

An advertorial is an advertisement that looks and reads like a regular article or editorial content. Advertorials show up in newspapers, magazines, and online. They contain information that promotes or highlights the qualities and benefits of a certain product, service, or company. However, you might not realize immediately that the content is an ad.

The word “advertorial” combines the words “advertisement” and “editorial.” This reflects how an advertorial blends advertising and editorial content into one piece. Companies pay the publication to run advertorials, which publications have to label to show that a company-sponsored the content, not the publication itself.

Why Companies Use Advertorials

Companies like advertorials because they can present their marketing message in a more detailed, storytelling way than a typical advertisement. Advertorials have more space to highlight the product or service’s features, benefits, and uses. The editorial style also gives the ad more credibility. Readers may pay closer attention because it looks like an informative article.

Some people feel advertorials are sneaky or misleading because they disguise advertising as editorial content. However, as long as the advertorial is clearly labeled, it meets legal and ethical guidelines. It’s up to the reader to recognize that the content promotes something, even in an editorial style.

Differences Between Advertorials and Regular Articles

There are a few key differences between advertorials and regular editorial content:

• A company pays the publication to run an advertorial. The publication’s editors choose and assign regular articles.
• Advertorials focus on one specific product or service and persuasively highlight its features and benefits. Regular articles cover the topic more generally and objectively.
• The company usually writes the advertorial and controls the content, sometimes with light editing by the publication. The publication’s writers and editors produce regular articles independently.
• Advertorials always have a label like “advertisement,” “sponsored content,” or “paid post.” Regular articles don’t have these labels.

While advertorials look similar to articles, they serve a very different purpose. Articles aim to inform and entertain, while advertorials aim to promote and persuade.

The History of Advertorials

Advertorials have been around for over a century. One of the first known advertorials was published in 1915 in the American Mutual Magazine. The ad promoted the Cadillac V8 engine and was written in the style of a car review.

Advertorials began appearing more frequently in newspapers and magazines in the following decades. However, they were not always clearly labeled as advertisements. In the 1960s, the U.S. Federal Trade Commission (FTC) began cracking down on deceptive consumer advertorials.

In response, the newspaper industry developed stricter labeling standards. The American Society of Magazine Editors (ASME) issued guidelines stating that the word “advertisement” should appear on every advertorial page. Additionally, advertorials should use fonts, colors, or page designs different from the publication’s regular articles.

The Rise of Digital Advertorials

As media consumption shifted to the internet, so did advertorials. They are extremely common in online publications today, from news websites to blogs to social media. According to one study, the amount of sponsored content online more than doubled between 2009 and 2013.

Digital advertorials are often referred to as “sponsored content,” “partner content,” “paid posts,” or “native advertising.” Native advertising refers to ads that match the look and feel of the organic content on the website or app.

Despite the different terminology, the main purpose and characteristics of advertorials remain the same in print and digital:

• They are paid content that promotes a product or service
• The content matches the style and tone of the publication
• They are labeled as sponsored content to distinguish them from the publication’s editorial

However, digital advertorials do have some unique features compared to print:

• They often contain interactive elements like videos, slideshows, or links
• They can be precisely targeted to certain readers based on browsing data and algorithms
• Their reach and impact can be tracked through views, engagement, or conversions

As the media landscape evolves, advertorial content constantly adapts to new formats and technologies. However, the core concept of blending advertising and editorial remains consistent.

Advertorial Best Practices and Guidelines

For companies considering advertorials as part of their marketing strategy, here are some best practices to keep in mind:

Be Transparent in Labeling

Clearly label content as “sponsored” or “advertisement” so readers immediately know it’s paid content. Don’t try to disguise the fact that it’s an ad. Google requires that ads not be “formatted in a way that conceals that it is an ad.” The Federal Trade Commission also enforces truth in advertising laws in the U.S.

Match the Publication’s Style and Tone

Craft the writing, images, and overall design to align with the publication’s content. The advertorial should feel like a natural fit for the publication, not a jarring disruption. However, it still needs clear visual distinctions from the actual editorial content.

Provide Relevant, Valuable Information

Focus on delivering useful, interesting, or entertaining information, not just promotional messaging. If advertorial content offers value, readers are likelier to read and remember it. Think about the problems, questions, or needs of the target audience that are relevant to the product or service.

Include a Clear Call to Action

Let readers know what they should do after reading the advertorial, whether visiting a website, signing up for more information, or purchasing. The call to action should be direct but not aggressive in tone. Interactive digital advertorials can link the call to action directly.

Follow the Publication’s Guidelines

Each publication has its rules and processes for advertorials, including pricing, labeling, writing, and design. Work closely with the publication’s staff to ensure the content meets their standards. Pushy advertisers that demand too much control can damage their relationship with publications.

Advertorials can effectively allow companies to share their story and engage potential customers. As long as they are transparent, relevant, and provide value to readers, advertorials can be a win-win for both advertisers and publications.