Advertorial
Paid content designed to look like editorial content in a publication.
Definition
An advertorial is paid content formatted to resemble regular editorial content in a publication. While labeled as advertising or sponsored content, advertorials use editorial-style writing and design to blend with surrounding content, aiming to engage readers who might skip traditional ads.
Ethical advertorials are clearly marked as paid content. Disclosure requirements vary by platform and jurisdiction, but transparency is increasingly expected and regulated.
Why It Matters
Advertorials offer creative control that earned media lacks, but they carry credibility trade-offs. Readers increasingly recognize and sometimes distrust sponsored content.
Understanding advertorial strategy helps balance paid and earned media approaches.
Examples in Practice
A branded content campaign in a business magazine featuring client thought leadership.
"Sponsored" labels on native advertising distinguishing advertorial from editorial content.
Advertorial performance often measured by engagement metrics rather than traditional ad impressions.