An advertorial is a form of advertising that imitates or integrates editorial content to promote a product, service or company. It is a mixture of the words “Advertisement” and “Editorial”. Advertorials are designed to fit seamlessly into the editorial context of a publication in order to gain the attention and trust of the readership. In contrast to traditional advertisements, which are clearly recognizable as commercial content, advertorials offer useful information or entertaining content that is closely linked to the advertised product or service. This can lead to the advertising message being received more positively by readers.
Advantages of advertorials: #
- Credibility and trust: As advertorials are similar in form and content to editorial articles, they are often perceived as more credible and less biased than conventional advertisements.
- Target group-specific approach: Advertorials enable a precise focus on the target group of the publication in which they appear, thus increasing the relevance and effectiveness of the advertising message.
- Increased engagement rate: The combination of informative and entertaining content can lead to higher reader engagement and interaction.
- Branding and positioning: By providing valuable content, companies can effectively position their brand and build a positive image.
- Flexibility in content: advertorials offer the opportunity to present complex products or services comprehensively and in detail.
Disadvantages of advertorials: #
- Cost: Advertorials can be more expensive than traditional advertising as they include both the cost of creating the content and placement in the publication.
- Mandatory labeling: In order to maintain transparency and not undermine the credibility of the medium, advertorials must be labeled as advertising, which can limit the perceived objectivity.
- Risk of confusion: If advertorials are not clearly labeled as such, there is a risk that readers will confuse them with independent editorial content, which can lead to a loss of trust.
Frequently asked questions (FAQs): #
What distinguishes an advertorial from a classic commercial? An advertorial is distinguished by its editorial style and content, which aims to inform or entertain the reader rather than directly encouraging a purchase.
How do I recognize an advertorial? Advertorials should always be clearly labeled as advertising or sponsored content to ensure transparency and not mislead readers.
Why do companies use advertorials? Companies use advertorials to present their products or services in a credible and informative context, enabling them to gain the trust of their target group and improve their brand perception.
Summary: #
Advertorials are an effective form of advertising that combines the advantages of editorial content with those of advertising. They enable a targeted approach to the target group within a credible framework and offer the opportunity to convey complex messages in detail. Despite the need to be labeled as advertising and the higher costs compared to traditional ads, advertorials offer companies a valuable opportunity to build trust and position their brand successfully.
Sources:
[1] https://onlinemarketing.de/lexikon/definition-advertorial
[2] https://www.marconomy.de/was-ist-eigentlich-ein-advertorial-und-welche-vorteile-bringt-es-im-b2b-marketing-a-4019b6779271fe4309e205ead731db13/
[3] https://www.reputativ.com/wiki/advertorial/
[4] https://de.wikipedia.org/wiki/Advertorial
[5] https://blog.hubspot.de/marketing/advertorial
[6] https://www.credia.de/advertorial
[7] https://omr.com/de/daily/glossary/advertorial
[8] https://wirtschaftslexikon.gabler.de/definition/advertorial-27077