What are advertorials? Definition, use and advantages – share!

Advertorials: The perfect symbiosis of advertising and added value

Advertorials are becoming increasingly important in digital marketing. As a mixture of advertising and editorial content, they offer companies the opportunity to present their products or services in a targeted and attractive way. But what exactly are advertorials, how do they work and what advantages do they offer? In this article, we provide a comprehensive overview, answer important questions and show possible applications.

Advertorials - Definition, Einsatz und Vorteile - Bild von Mikael Blomkvist-Pexels

What is an advertorial?

The term “advertorial” is made up of “advertisement” and “editorial”. It is an advertising publication that is designed like an editorial article. Advertorials are intended to be informative and useful for the target group while subtly conveying advertising content. The aim is to attract the reader’s attention, build trust and at the same time motivate them to buy or make contact.

FAQ-frequently asked questions about advertorials

Who creates advertorials? As a rule, they are developed by companies in collaboration with editors or content marketing agencies.
What makes advertorials special? Advertorials offer an editorial style that creates trust and are less intrusive than traditional advertising.
Where do advertorials appear? They are published on websites, in magazines, newsletters or social media – wherever the target group is active.
Why are advertorials effective? They combine the informative character of an article with a subtle advertising message and address the target group in a targeted manner.
How are advertorials designed? In terms of appearance and content, they are based on the editorial environment of the platform on which they are published.

Examples for the use of advertorials

Product presentations: Companies present new products with informative background reports and application tips.
Brand building: Advertorials strengthen brand awareness through storytelling and expertise presentation.
Service offers: Services, for example in the fields of consulting or IT, are vividly described and underpinned with success stories.
Events: Advertorials can be used to promote conferences, trade fairs or webinars and attract participants.
Share industry knowledge: Companies establish themselves as experts by addressing and discussing current trends or studies in an advertorial.

§ Mandatory labeling for advertorials

Transparency is essential for advertorials. According to media law, advertorials must be labeled as an advertisement, promotional advertisement or “sponsored article” in order to make the distinction between editorial content and advertising clear. Violations of this regulation can have legal consequences and affect the trust of readers.

The strengths of advertorials

Greater credibility: The editorial style ensures better acceptance and trust.
Target group-specific: They are precisely tailored to the needs and interests of the readers.
Value-added oriented: Advertorials combine information and entertainment with a clear message.
Flexible use: They are suitable for various formats, channels and subject areas.
Long-term effect: Well-made advertorials can reach readers for months.

Book advertorials on Conplore

Companies that want to increase their reach in the area of business topics can book paid advertorials on Conplore. Present your brand, products or services in an editorial environment that appeals to decision-makers and a specialist audience.

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About the author

Matthias Buchholz is the publisher of Conplore business magazine and an expert in content marketing and digital communication. With his many years of experience, he helps companies to achieve sustainable success through high-quality content.

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Cover picture by: Mikael Blomkvist (Pexels.com)