In this article, we take a deep dive into advertorials-what they can and can’t do, and how to get it right. We may say we don’t like them and they’re dumb, but they can work. They’re often lumped together with other maligned tactics, like cold emails and pop-ups. They’re a content marketing play that borrows the credibility of the site on which they’re published (if they’re “native ads”) or promoted (if they live on other sites).Īdvertorials also have their critics.
In past print and current online versions, they match the appearance, perception, and function of the media outlet where they’re hosted, so they don’t really look like ads.Įxecuted well, advertorials provide value to the target audience while also selling a product or service. Advertorials are long-form paid ads, presented as informative articles-hence the name, a blend of “advertisement” and “editorial.”
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