What is an advertorial?
An advertorial is, in its purest form, a paid article in (typically) news media in both Denmark and abroad. The advantage of advertorials is that they do not appear as direct advertising, but are actually content that should be rewarding for the users who read it.
Advertorials can have a higher impact than general advertisements, as the reader and user do not see it as a direct advertisement, but rather content like everything else they read on the medium.
In some media you can prepare the content yourself, but there are also media (in both Denmark and abroad) where it is people at the media, most often journalists, who must prepare the content for the advertisement/article.
What is the purpose of an advertorial?
The purpose of an advertorial, also known as a native ad, is to generate attention and interest in a product, service, or brand in a way that feels less intrusive than traditional advertising.
It resembles editorial content, but is paid for by an advertiser, and its primary goal is to engage the reader and create a positive association with what is being promoted.
Link building and advertorials
Link building through advertorials has been a well-known method in the online marketing industry, including SEO, for many years. In this way, you can relatively cheaply get authoritative links for a reasonable amount. Google is fully aware of this strategy being used, and has therefore launched a new attribute that will help them understand what are paid articles and what are real articles in the media.
As we saw many years ago when Google launched rel=”no-follow”, Google has now launched rel=”sponsored”, which news media can put on their outbound links and thus tell Google that this is paid content.
As it becomes increasingly difficult for media outlets to sell normal advertising space (both in print and online media), advertorials account for a significant portion of total advertising revenue for most media outlets. We therefore see no motivation for media outlets to implement this tag and thereby make it less attractive for advertisers to use advertorials for link building.
There is no doubt that Google already has a clear assessment of what is already paid content and real news in the media. According to the Danish Marketing Act, it must be visible that advertorials, and all other forms, are advertising/paid content.
How much does an advertorial cost?
The price of an advertorial depends on the medium. In most Danish news media, the price is between 1,000 kroner and 10,000 kroner, but you can easily find both expensive and cheaper media to implement your advertorial in.
If you would like help getting started with advertorials, please contact us on +45 71 96 93 10 or write to us directly. We can help with media selection, content creation, and the actual purchasing and implementation of your advertorials.
