Hello Advertorial, Nice To See You Again

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.

Previously on AdPulp: Content for the Social Stream Is Mostly Junk. But, Let’s Dress It Up And Call It Something Else.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.