AUCKLAND, NEW ZEALAND: Sponsored content, or native ads as some call them (I believe there is a distinction), essentially mimic the style and look of the publication or platform on or in which they appear.
The American Press Institute says sponsored content is better defined by what it does, rather than what it looks like:
“It is generally understood to be content that takes the same form and qualities of a publisher’s original content.”
It usually serves useful or entertaining information as a way of favourably influencing the perception of the sponsor brand.
The content may be paid for and promoted, but that doesn’t mean it should be an excuse for the advertiser to push their barrow.
Used well, sponsored content can add value to the audience, and in so doing achieve credibility, thought leadership and a perception of expertise for the brand.
Sponsored content is expensive, certainly in New Zealand where one article can cost you more than $6,000 so it should be done with an objective that promises as solid ROI in return.
So often published on high authority websites like www.stuff.co.nz and www.nzherald.co.nz, which have huge traffic volumes, sponsored content is useful for building brand awareness and or generating traffic to your owned assets like your blog, website and Facebook page.