Everyone pays attention to the small-print-inscription “Advertorial” which accompanies some publications. From 7000+ websites which are presented on the website PRNEWS.io, about a half published materials with a mark about advertising. Many companies that want to publish the article or press release are afraid that nobody will read advertising content. We will tell why it is not scary.
Why the websites mark advertising materials
The warning that the text is advertising—it is a sign of respect for the reader. You open the page with an article, see the mark “Advertorial” and make the decision—to read it or not. The publisher or the customer showed respect for users and gave them an option.
It is much worse when an advertising post has no warnings as negligence in relation to readers can cause unwillingness to visit the site in the future.
The laws of many countries on advertising directly indicate the need of marks about publication type. Their absence can form the basis for penalties and become the reason for other problems. Such materials, even noted by such inscriptions, can have consumptive character and be potentially interesting to a big readership.
What Text Will be Read Even with a Mark about Advertising
The most important factor which influences reading is the usefulness of the text. The articles which really give important and interesting information, even in spite of the fact that an ultimate goal is to tighten the potential client in a funnel of sales, will be read. Moreover, the person will read an advertising post if it is what he is looking for.
For example, the gadget portal told how to use the NFC system in the smartphone, and at the same time about opportunities of new OUKITEL.
The post about certain goods, equipment review or company opportunities from a services sector can be a useful information. The useful text will be read even if it is surrounded by advertising banners on all sides.
Even the news may contain the embedded advertising, as the stories described there put the reader on a side of the character that causes sympathy. The car or gadgets which it uses can cause the desire to possess similar things. It is particularly actual when it comes to celebrities—everything is used here: hairstyle, make-up, clothes, accessories and so on.
Ilya Varlamov unobtrusively suggests buying a fir-tree with feedbacks of happy clients.
One of the most interesting spheres in the advertising market—native advertising, which pursues the aim to sell in extremely natural form, but does not cause rejection when reading. The technique is widely used by bloggers and in “possession experience” materials type.
How Obligatory It Is
In the different countries, people have different attitude to the necessity the “Advertorial” mark in editorial materials. In the USA, the editorial which placed the embedded advertising on the front page, can receive charges of not ethics and lower in rating. The American journalists who pursue business interests in their own publications are obliged to declare it publicly—the norm is registered at the legislative level.
In Europe, including Russia, Ukraine, and other countries from a RuNet zone users treat similar preventions more democratically, though ethical standards for journalists are imperishable in many states.
Whether the material is marked or not, it is important how useful information it contains. It is possible to spoil absolutely impartial analytical article, and on the other hand, it is possible to present purely advertising post in such a manner that it will be read, shared on social networks, and advertised to friends.