Table of Contents
Sponsored Content: Different definitions of the Industry
Sponsored Content Marketing –
UPDATE December 10, 2018 – Many marketers today struggle to distinguish sponsored Content from native advertising, branded content, and promotional content – terms often used interchangeably. In addition, the wide range of industry definitions can lead marketers down a confusing path. For example, the American Press Institute (API) precedes its purpose of sponsored Content by:
“Sponsored content / native advertising appears in many ways. There is no single form but a continuum from banner advertising to social media content to large microsites with articles and videos. It’s better to define sponsored content by what it does than how it looks. ”
On the other hand, the Interactive Advertising Bureau (IAB) Native Advertising Playbook divides native advertising into six categories (In-Feed Units, Paid Search Units, Referral Widgets, Advertised Items, In-Ad with Native Element Units, and Custom)). According to Moz, sponsored Content or articles classifies under the IAB’s in-feed category. Moz writer Chad Pollitt shows how “banner blindness” has forced marketers, brands, and advertisers to look for new effective ways to advertise Content, from influencer marketing to domestic advertising:
“Sponsored articles mean advertising in a media company in the form of editorial content that looks like it should be there. Brands appreciate this because the connection with a publication and awareness of the audience can increase awareness, traffic, conversions, and leads. ”
Types of Sponsored Content Advertising
Better still, Digidays article “Time To Define Native Advertising” distinguishes sponsored Content from native advertising, advertising content, branded content, and content marketing:
Native Advertising –
Instagram Sponsored Posts, YouTube In-Video Shopping Ads. Ad units that can only be purchased and viewed on one platform.
Sponsored Content –
Identified with terms such as “brought to you by,” “presented by,” or “sponsored by.” Content that the brand does not produce.
Advertising content –
BuzzFeed listicles, Forbes BrandVoice. Advertising in the form of Content, but not display advertising. They often flag as sponsored Content.
Branded Content –
Red Bull YouTube Channel. Content brands produce independently and run through their own sales channels. Brands that act as publishers.
Content Marketing –
“The slogan that encompasses all of the above.”
Correct the record: Define sponsored Content.
Put, sponsored Content refers to content marketing where advertisers pay to have their material published in a publication similar to the editorial content. In other words, sponsored Content includes paid campaigns, promotions, or content in the standard format of the medium (blog post, Instagram post, YouTube video, etc.) on an external publisher’s website or channel. It puts sponsored Content in a different category than advertorials, often disrupting users’ online experiences with open and distracting ads.
In the past five years, the introduction of ad-blocking software has brought traditional marketing methods (e.g., display advertising) on track, and the US hit a 30% penetration rate for ad blockers in 2018. Furthermore, it has left room for more profitable marketing strategies like influencer marketing. Developing an influencer marketing strategy enables brands to interact with their audience naturally and natively.
What is Sponsored Content with influencers?
Unlike display advertising, influencer marketing (i.e., sponsored Content with social media influencers) efficiently solves many of the problems brands, publishers, and ad networks are currently facing:
- Impervious to ad blocking technology.
- Ability to target precise, specific audiences.
- High commitment to the proper integration of brand influencers. And also,
- Increased visibility through well-frequented social channels and platforms
In addition, Influencer Marketing uses the sponsored content model between brands and publishers and inserts top social media influencers as publishers. Well done, influencer sponsored Content is a practical approach to content marketing. And also, it leverages all of the key benefits of social media influencers (positioning, audience reach, social engagement) and aligns them with the brand’s marketing goals. In return, brands can create custom messages that resonate and are relevant to influencer fans, followers, and subscribers.
With influencer-sponsored Content, brands can generate engagement and gain awareness without the risk of adblocking. Sponsored Content is a surefire way to :
- The market for engaged audiences on emerging channels
- Spread the right brand message on a conducive word of mouth
- Avoid the ad-blocking problem altogether
Cost Per Mille (CPM) – Explanation, Costs of CPM, Advantages, and More
Cost Per Lead – Costs Mean, Marketing Tactics, Charge, and More