DSA Online | New Media Updates

Let’s talk a moment about advertorial.

Usually one turns to advertorial when they have a story to tell. This story, while important to the advertiser, usually is “very corporate” and sometimes original but not unique. All of these things can make a good idea flat by the time it makes it to the consumer. I’m often asked by creative partners or clients what the formula is for a good viral/social campaign and I’m often left telling them that it differs from client to campaign to intended audience. However, if the advertisers is willing to give up a certain amount of ownership and stops looking so closely at the ROI, wonderful things can happen.

One of the major issues with advertorial is that it often looks fake. Even when the pub-set job is masterfully done, most people can still tell advertorial from editorial – especially when the content is technical or corporate. If you consider that the most successful online campaigns tend to be cool and/or informative first, branded second, there might be something that advertorial can learn, both online and offline.

Be Genuine. Be Useful.

I’ve probably said this a million times and if you’re working with me, you’re likely to hear it another few thousand. It’s a golden rule for a reason and your consumers can see right through a lie. So be honest and build trust with the online community. While you’re at it, why not provide your customers with something useful, not just fun or irreverent. You might get a few million clicks from being pass around the popular web, but a useful clip will be passed on to potential customers who could genuinely benefit from your knowledge and product. It’s a win win situation.

Here is a fantastically useful video that makes me want to go out and get new runners. Maybe I should head to Runner’s World and see what else they can teach me?