Advertorial
An advertorial is advertising content in an editorial format. The term is made up of the English words "advertisement" and "editorial".
As a portmanteau word, "advertorial" refers to paid content in print or online media that subtly familiarises readers with a product, brand or service. The article is stylistically and visually similar to journalistic articles and thus combines advertising and editorial credibility.
Advertorials in a nutshell
- An advertorial is a paid article in an editorial style that subtly promotes products or brands.
- Advertorials must be labelled as advertising.
- Advertorials appear in print or online media, for example as advice texts, interviews or case studies.
- Well-made advertorials are credible, enable a targeted approach and offer SEO potential.
What are the characteristics of an advertorial?
Journalistic style
An advertorial initially reads like a normal journalistic article. It provides (expert) knowledge, reports on a current topic or highlights a problem and possible solutions.Subtle integration of advertising
Products, brands or services are integrated into the text in an unobtrusive and thematically appropriate manner. The advertising message is not in the foreground, but blends harmoniously into the flow of information.Labelling as advertising
Despite its editorial presentation, an advertorial is clearly labelled as advertising, for example with references such as "Advertisement" or "Sponsored Post" or "In cooperation with ...".Target group-orientated content
The article is specifically tailored to the readership of the respective medium - in terms of language, topic and content.Integration into the medium
The advertorial fits into the appearance of the medium both visually and in terms of content. The font, layout and tone are similar to editorial articles, which increases credibility.External links (online advertorials)
An advertorial often contains external links to company websites or product offers. These serve both to pass on information and - in online marketing - for search engine optimisation (SEO).Paid placement
Advertorials are published for a fee. The costs vary depending on the medium, reach and online visibility.
What types of advertorials are there?
Advertorials differ not only according to their placement in certain media (print or online), but also according to the chosen content formats. In addition to informative articles, advertorials can also be packaged as storytelling, interviews or case studies.
Print advertorials
Advertorials can appear in newspapers or magazines. These are usually daily newspapers, trade journals or lifestyle magazines.
Example
A foreign car manufacturer publishes a study in a business magazine on the development of electric mobility in Germany and points out the lack of affordable models for the city. In the course of this, the brand presents its new e-car model, which is not only particularly affordable, but is also manufactured using recycled materials.
Online advertorials
Online advertorials are more widespread than print advertorials. They appear in online magazines, trade journals and online versions of daily newspapers.
Example
The online edition of a well-known beauty magazine publishes an article on the subject of hair shampoo and the pH value of the scalp. The article begins by describing which ingredients unbalance the PH value of the skin and how this can lead to itching and dandruff. This is followed by a presentation of a product with natural ingredients that has the optimum pH value and is therefore particularly mild to the scalp. The advertorial contains a link to the advertiser's shop.
Advantages of advertorials
- The editorial presentation, the added value of the content and the reputation of the medium in which they are published can ensure greater credibility.
- By placing them in selected media, they enable a target group-specific approach.
- If the content offers real added value, it contributes to image cultivation and brand building.
- Advertorials can be useful for search engine optimisation, as articles on third-party sites can also build search engine rankings for important search terms.
Disadvantages and risks of advertorials
- Advertorials have a relatively high production cost.
- Publication is tied to fixed costs.
- Unlabelled or inadequately labelled advertorials can have legal consequences.
- The success and reach of the advertorial depend on the chosen medium.
- An advertorial is usually tied to a publication period, especially in print media.
- Poor content can have a negative impact on brand perception.
What is the legal framework for advertorials in Germany?
In Germany, anyone publishing advertorials must observe both legal regulations and internal industry codes in order to avoid legal risks and reputational damage.
The legal framework ensures that advertising is transparent and fairly recognisable for readers and is clearly differentiated from the editorial content of the medium. According to the German Press Council, advertorials must therefore be labelled as advertisements.
As part of its link spam guidelines, Google also points out that links in paid advertisements - including links within advertorials that refer to the advertiser's website - must be correctly labelled in the source code (e.g. with rel="sponsored" or rel="nofollow") in order to avoid penalties in search engine rankings.
Frequently asked questions about advertorials
While traditional advertisements usually focus on the advertising message, advertorials blend in with the medium in terms of style and appearance. They embed the advertising message in a journalistic context.
Yes. In Germany (and many other countries), advertorials must be labeled as advertising or “advertisements.”
Advertorials are particularly well suited for brand building, product explanations, storytelling, more complex topics, and increasing trust and reach.
A good advertorial offers real value, is written to a high journalistic standard, clearly labeled, and tailored to the target audience and the medium's environment.
