Advertorial: example, definition and advice

The advertorial is a powerful advertising format that allows you to promote a company while respecting the editorial codes of the media. This type of content is often misunderstood. Properly mastered, it can become a powerful lever of visibility and credibility for your brand. 

Understanding advertorials and the challenges they present for businesses

An advertorial is more than just an advertising insert. It is sponsored editorial content designed to provide information while highlighting a company's values or products.

What is an advertorial?

An advertorial is an article, video or podcast, financed by a company, but written in a journalistic style. It differs from traditional advertising in its neutral and informative tone. 

This editorial content is integrated into the media in the same way as a traditional article, with an equivalent layout, while complying with the obligation to be transparent about its sponsored nature.

Why do companies use advertorials as part of their marketing strategy?

Companies use advertorials to create a bond of trust with their audience. This format makes it possible to explain, demonstrate or tell a story, whereas traditional advertising simply sells. In a marketing campaign, it plays a role of proximity and reassurance.

An example of advertorial advertising

A sports equipment manufacturer may publish an article in a health magazine entitled ‘How to choose trail shoes’. This content explains the selection criteria, presents testimonials and mentions the brand, without a direct commercial tone. This advertising combines education and visibility.

How do you write an advertorial?

Start by defining the objective of your communication. The subject must respond to a real problem faced by your customers. The writing should be based on facts, quotes and even case studies. The tone should remain informative, almost neutral. 

The ideal structure follows that of a classic journalistic article, with an introduction, development and light conclusion. This is one of the keys to writing a quality advertorial.

 Common mistakes to avoid

It's tempting to talk too much about yourself. But a good advertorial is not like a sales brochure. Avoid superlatives, slogans and self-promotion. 

Don't neglect the form either: a neat layout, relevant visuals and a clear headline make all the difference.

The keys to a credible and informative advertorial

A good advertorial rests on three pillars: transparency, quality of information and relevance to the reader. It must provide real added value, with reliable data, concrete examples and a conclusion that invites action, without encouraging an immediate purchase.

Cost, distribution and return on investment

Advertorials may seem expensive, but when used properly they offer an excellent return on investment. But you need to understand the pricing criteria and know how to measure the impact.

How much does an advertorial cost?

The cost of an advertorial varies according to the medium, format and audience, ranging from €500 to €10,000. In comparison, the price of an advertising insert in the local press is more affordable, ranging from €700 to €3,000 for a half-page. 

However, an insert is perceived as a conventional advertisement, whereas an advertorial is part of a more credible and engaging editorial content. 

The advertorial therefore offers a greater impact in terms of brand awareness.

Discover all the rates on tarifspresse.com

What factors influence the price of an advertorial?

The cost varies according to the reputation of the media, the format (text, video, podcast), the duration of visibility and the options (editorial included, promotion on social networks, premium positioning). The price is often higher in high-audience or specialist media.

 How do you measure the impact or ROI of an advertorial?

An effective advertorial generates qualified traffic, brand awareness and even leads. Use links tracked via Google Analytics, observe conversions on your site and measure the evolution of your image. 

Calculating the ROI of a marketing campaign can include indicators of visibility (impressions), engagement (reading time, clicks) and sales performance (inbound requests).