An advertorial is a form of advertising that arises from the combination of advertising and editorial where the advertising message is spread with editorial content.
The advertorial advertisement is an effective method that captures the attention of visitors and allows to provide more information than a traditional advertisement.
In practice, the visitor perceives the message as part of news or editorial comments.
Why do advertisers use an advertorial?
Advertisers, by using an Advertorial, ensure that the user, when reading the announcement, does not perceive it as advertising, but as an informative article.
Through this strategy, several advantages are gained, namely:
- It increases the credibility of the journalistic offer;
- The added value of the content for the reader emerges;
- The reader does not perceive the advertisement as such: therefore, they read it as information;
- There are specific thematic blocks for this advertising.
In advertorial advertisements, just like in traditional ones, there are texts, images, videos and other multimedia content.
Advertorial Strategies
If used correctly following precise guidelines, Advertorials are an important element for the marketing mix that allows companies to reach their ideal target.
The structure of an advertorial should have the following characteristics:
- Engagement of the target and thematic relevance: choosing which topics to cover is very important for the site or blog where an advertorial has been purchased and to hit the chosen target;
- Value-added content: writing for the user. An advertorial should not seem like an advertisement article, but rather should provide information with added value where the main topic is to present and praise the product. It's important to find interesting facts about the company and product that fit with the contents of press releases and official documents;
- High-quality content: The texts of an advertorial must be error-free, well-structured, and optimized for the web. The most important concepts should be highlighted in bold to make it clear to the reader what matters most;
- Images and multimedia content: In Advertorials, the use of images and multimedia content: videos, slideshows or animations is important. Images must be clear and clean to lighten the text;
- Disclosure: in advertising, it is very important to disclose advertorials, so as to clearly indicate to the user a distinct separation between editorial content and paid content, hence the term “Advertisement” or “Sponsored” should be prominently displayed.
