The Atlantic is is one the best titles on the rack. I respect The Atlantic. And I’m happy to see that they’re having success with advertorial. Too bad they insist on calling it “native advertising.”
My friend and agency head, Bob Hoffman, doesn’t like the new phrase any more than I do. “Native advertising is advertising that is pretending to be something else.”
The odd thing is, it’s not pretending to be editorial. It’s pretending to be advertorial.
The good news is advertorial works. According to Digiday, The Atlantic says its advertisers are seeing greater engagement and results through Native ads. It boasts of click-through rates up 300 to 400 percent compared to typical advertising creative, as well as a 300 to 500 percent engagement lift, in terms of comments, Facebook likes and tweets compared to non-Native Solutions programs.
To see a sample of The Atlantic’s advertorial offering, see this Sponsored Gallery by Porsche.