Advertorials: How to make a fast and lasting impact

Advertorials: How to make a fast and lasting impact

By Kristi Tolentino
Editorial Intern

We are exposed to thousands of advertisements per day, often without realizing it. Out of those, we may only remember a handful. Those that do make it through often do so in disguise.

Advertorial content, which combines editorial style with a promotional message, is one of the most effective ways to get our message past a person’s filters. However, achieving success through this approach requires effort.

Above all else, the advertiser and publisher must work together. For the publisher to create the appropriate content, the advertiser must be sure about its target audience and objectives.

On the other hand, the publisher should research the company and its clients. This provides a better understanding of how to convey the right message.

To produce the best work, the publisher should treat the advertorial as a story rather than an advertisement. Readers take interest in the core content, not the sales message. They trust the publication to provide them with quality stories, whether sponsored or not.

It will be more difficult to keep the reader’s trust and attention if they feel they are being sold something. Thus, it’s necessary to be more creative.

The publisher must logically weave the promotional message into the story so that the reader doesn’t immediately feel it is an advertisement. Overall, the reader should be entertained—or at least learn something new and useful.

Photos and graphics are also helpful in grabbing the attention of your audience. Not only can these visuals pull readers into the article, but they can also make it memorable. Humans are visual creatures, after all.

However, it is best not to overuse visuals. The focus should be on the takeaway. If both advertiser and publisher put in the necessary work, the rest should fall into place.

2016 in Review

2016 in Review

Last year was another very rewarding 12 months for the busy Custom Media team, and we could not have done it without you, our clients. We’ve greatly expanded our diverse portfolio and have had the pleasure of managing some incredible projects.

The Rise of Video in Social Media

The Rise of Video in Social Media

This year there has seen a strong focus on video content across social media, with many platforms introducing new ways for companies to communicate and reach out to their audience by taking advantage of video, and more recently live video.

The intern experience

The intern experience

Jonathan Berglund, from Sweden, interned at Custom Media from August to September 2016, working closely with the Business Development team. Here he shares his thoughts on the intern experience at Custom Media.

Get in touch

Interested in working together with us?

Close window