Advertorial – sponsored post
The term Advertorial is a portmanteau combining the words Advertisement and Editorial. The term is also known as “Adverticle.”
Advertorials are advertising measures that resemble the layout of editorial content. They are content-rich PR ads found in both print and online media. Well-made advertorials are often perceived as editorial content due to their presentation and enjoy high credibility. When creating an advertorial, one should align with the publisher’s design. Thus, advertorials are not immediately recognizable as advertising. The advertorial appears like a PR ad, either small or large. The function of advertorials is to place useful and entertaining content within a thematically relevant environment to generate reach.
Who are Advertorials suitable for?
Advertorials are especially effective for products that require explanation. On the buyer’s side, there is often an expectation to receive as much information as possible about the product/offer/service. Advertising phrases are not of interest. In the look and feel of the publisher, an advertorial can present a service or product in detail, incorporate target-specific technical terms, and offer real value to the user through images or video content.
Advertorials in Online Marketing – Native Ads
In online marketing, advertorials are frequently used as an advertising measure. They are also known as “Native Ads”. These advertorials are typically not recognized by ad blockers and also work on mobile.
Guidelines for Advertorials
As mentioned above, an advertorial is not immediately recognized as advertising since it generally reads like a regular editorial article. However, if you wish to place an advertorial, certain guidelines must be followed. German press law requires that editorial content and advertising be clearly separated. Although advertising measures can be styled to match the content, it must be clear in the text that it is an advertisement. Therefore, advertorials are usually marked with terms like “Anzeige” or “sponsored post.”
Your contact person for Advertorials:
Would you like to place an advertorial? Then contact Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330), our specialist for cross-media measures. She will gladly help you find the right print and online environments for your advertorial.