Guide de l’annonceur Native Advertising

Sponsored articles versus advertorials: the match

, 13 March 2018

Native advertising brings your promotion campaigns to the heart of editorial content. In the USA, 90% of online publishers use this form of advertising, and the trend is the same in France. Two main formats exist, but they are often confused. Discover the fundamental difference between advertorials and sponsored articles, as well as their respective strengths.

Advertorial: the forerunner of native advertising

Web marketers didn’t invent the advertorial. For a long time it was found in the pages of magazines, in the form of an article singing the praises of a brand or a product, in a format close to the magazine’s standard articles. In this way, the advertorial was the ancestor of native advertising!


Advertorials were a boon for the print media, especially women’s magazines. . (Photo cdedit : Charisse Kenion, Unsplash)

No wonder this format has survived the internet revolution. As on print media, the author of online advertorials is none other than the brand itself. It is therefore a partially native advertisement, because the medium’s editorial line is rarely respected and the content no longer appears so native. The language is usually quite formatted, as is often the case with advertorials.

Sponsored articles: leave it to the blogger

The main difference with sponsored articles lies with the author. Unlike the advertorial, it is not the brand that writes the article, but the writer of the blog or site on which it is published.


The sponsored article is written directly by the bloggers themselves. They are thus paid for its preparation and the visibility offered on its site. (Photo credit : Pixabay, Pexels)

The content so created gains in authenticity, and has the potential to resonate better with the site’s audience. It’s up to the advertiser therefore to play the game and trust in the blogger’s know-how. This doesn’t mean that they shouldn’t provide  a precise brief and be able to give feedback, if necessary, before posting. For more information, delve back into our dedicated article: Sponsored articles: why and how to use them .

Which choice for advertisers?

The advertorial is a suitable format for brands wishing to have total control over their communication, in strategic sectors such as the nuclear, arms or pharmaceutical industries. It can also be adapted to companies operating on a niche   – for example: automatic gates—it’s difficult for them to obtain any media coverage or to let bloggers write on the subject, in as much as they will not necessarily be qualified to cover the specifics of the product.

In all other cases, the sponsored article appears to be a smarter choice. Indeed, it fits in better with the site’s editorial line, and the author’s approval is more reassuring for the site’s audience. It is however more expensive than the advertorial, because in addition to the visibility on the site, the advertiser also use the services of the site’s writer. The blogger becomes a real actor in the campaign. If they are the author, they are more likely to share the article on their own social networks, offering therefore even greater visibility.


Bloggers have built their success on their ability to create original and engaging content. Benefit from their talent! (Photo credit : Bruce Mars, Pexels)

You could be positively surprised by the original angle that the blogger will adopt, or the creativity they will demonstrate. The approach then be reused for your own brand communication, if they have convinced you.

Over to you ! is the ideal platform to connect with the most influential media in your field, and have them cover your next launch.


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