What is Advertorial Advertising? Differences from Traditional Advertising
Advertisement is a promotional activity carried out by companies to announce the products and services sold to a wide audience. However, today, the concept of advertising has lost its traditional meaning and has gained a diversified structure.
New Advertising Formats
The new advertising formats that have emerged aim for companies to communicate with their potential customers in different ways. The primary purpose of traditional advertisements can be summarized as informing the audience about the product or service. Considering that we are bombarded with such messages today, supporting and enriching advertisements with different methods can make it easier for promotional activities to reach their goal. Advertorial advertising types are a highly functional channel in this sense.
What is Advertorial Advertising?
The word Advertorial is formed by combining the English words “advertisement” meaning “advertisement” and “editorial” meaning “literary”. Advertorial advertising covers informative promotional activities about the relevant product or service and can sometimes be newsworthy. It is usually prepared by experts or in line with the information they provide. In short, advertorial advertising is promotional activities rich in terms of information or news value.
Advertorial Advertisement Types
Advertorial advertisements have emerged in traditional advertising channels. Examples of this type of advertisement include articles written in newspapers and magazines and enriched with visuals. Advertorial advertisements published on websites are generally called branded or sponsored content. These contents can be prepared in text, static visual or video format. The digital world provides a very functional opportunity for these elements to come together. The podcast medium is also ideal for these studies.
Function of Advertorial Advertisements
Advertorial advertisements allow for more information to be provided than traditional promotions in terms of duration and content. The target of such advertisements is people who have a certain interest in the product or service being promoted. Providing interesting and impressive information increases the success of the advertisement. Advertorial advertisements serve a kind of call-to-action function and direct the user to purchase.
Features of Advertorial Ads
The basic features of advertorial ads are as follows:
Focused on the product, service or brand.
Provides detailed, scientific and convincing information.
Can be prepared in different formats and used at various stages.
A certain fee is paid for its publication.
Preparation Process
The elements to consider when preparing an advertorial ad are as follows:
Determining the Target Audience: The ad content must be of a nature that will attract the attention of the target audience.
Social Media Suitability: It is important for the ads to be suitable for sharing on social media.
Use of Editorial Language: An informative language should be used with support from experts.
Professional Support: Getting support from experts and professionals on the subject increases the success of the ad.
Steps for Publishing Advertorial Ads
The advertorial ad publishing process takes place in the following four basic steps:
Determine Your Target Audience: It is important to correctly select the audience that the ad will appeal to.
Remember That You Are Not Giving Traditional Advertising: It should include more information.
Choose the Right Advertising Medium: There should be a parallelism between the product and the medium.
Work with Professionals: Support should be obtained from experts in the field.
Advantages of Advertorial Ads
It is less costly.
It targets the user directly and provides persuasive information.
It can be a part of your brand’s PR activities.
It provides a suitable medium for SEO and backlink activities.
Advertorial Ad Examples
For example, imagine that you are importing a hair care product from abroad that is not yet known in Turkey. You can publish content prepared with information provided by experts to promote this product in mediums where women show great interest, so that your potential customers have a positive opinion about the product.
Features of Advertorial Ads
The basic features of advertorial ads are as follows:
Focused on the product, service or brand.
Provides detailed, scientific and convincing information.
Can be prepared in different formats and used at various stages.
A certain fee is paid for its publication.
Preparation Process
The elements to consider when preparing an advertorial ad are as follows:
Determining the Target Audience: The ad content must be of a nature that will attract the attention of the target audience.
Social Media Suitability: It is important for the ads to be suitable for sharing on social media.
Use of Editorial Language: An informative language should be used with support from experts.
Professional Support: Getting support from experts and professionals on the subject increases the success of the ad.
Steps for Publishing Advertorial Ads
The advertorial ad publishing process takes place in the following four basic steps:
Determine Your Target Audience: It is important to correctly select the audience that the ad will appeal to.
Remember That You Are Not Giving Traditional Advertising: It should include more information.
Choose the Right Advertising Medium: There should be parallelism between the product and the medium.
Work with Professionals: Support should be obtained from experts in the field.
Advantages of Advertorial Ads
It is less costly.
It targets the user directly and provides convincing information.
It can be a part of your brand’s PR activities.
It provides a suitable medium for SEO and backlink activities.
Advertorial Ad Examples
For example, imagine that you are importing a hair care product from abroad that is not yet known in Turkey. You can ensure that your potential customers have a positive opinion about the product by publishing content prepared with information provided by experts to promote this product on media where women show great interest. Differences Between Advertorial and Traditional Ads
There are some differences between advertorial and traditional ads:
Traditional ads trigger the desire to buy with slogans, while advertorial ads provide information.
While famous people are used in traditional ads, experts are included in advertorial ads.
Traditional ads are product or brand focused, while advertorial ads are information focused.
Advertorial ads are longer depending on the format.
