Definition
What is an advertorial?
An advertorial is a paid page written in the style of an editorial article. Here is how it works, why brands use it and how to keep it honest.
An advertorial is advertising content presented in the form of an article. The word combines advertisement and editorial. In direct-to-consumer marketing it usually refers to a landing page that sits between a social ad and a product page.
How it works
Instead of sending ad clicks straight to a product page, the ad links to an article that tells a story about a problem and how a product addresses it. Readers who finish the article arrive at the product page already understanding why it might suit them.
Typical sections
- Editorial header with headline, byline and date
- A relatable problem
- The discovery of a better approach
- How the product works
- Proof such as reviews
- An offer and a call to action
Keeping it honest
Advertorials must be disclosed as advertising, and every claim needs to be supportable. The editorial style is a reading format, not a licence to imply independent journalism.
About the author
If It Sells Editorial
Written and reviewed by the team that builds If It Sells. We write about pre-sell pages from the perspective of the people who design the templates and the generation pipeline.
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