IAB says online advertorials should draw heavily on how print branded content looks
Brands, agencies and ad tech providers producing online advertorials should take heed of the good practice established in print media or risk confusing readers, according to new guidelines.
The Internet Advertising Bureau (IAB) has come up with the pointers in response to growing confidence in branded content that’s been tempered somewhat over concerns over the blurring lines between editorial and commercial posts.
It’s important to note that these guidelines aren’t for native content, which the IAB drew up earlier this year. The difference being that native content involves the automated distribution of content-based ads at scale across multiple platforms, whereas online advertorial doesn’t. And to ensure that the industry understands this difference and is able to properly develop content the IAB advises that posts are marked with prominent visual cues that clearly indicate to a reader it’s been paid-for alongside wording such as “paid promotion” and brought to you by” that do the same thing.
“People recognise online advertorial as the ‘modern’ version of what they’re used to seeing in print so they expect the same standards of distinctive labelling and identification online. The UK’s advertising rules are clear on this, and these guidelines provide practical ways for businesses to comply with them,” said Christie Dennehy-Neil, public policy manager at the IAB.
The guidelenes stem from findings from an IAB commissioned study that investigated consumer knowledge, attitudes and tolerance to content and native advertising. Conducted by research agency 2CV, it revealed that good practice like placing an advertiser logo prominently in an advertorial and clear labelling were traits that readers considered “good” in making commercial content more easily identifiable.
The study also concluded that people decided to engage with online branded advertorials based on three things - how relevant the ad is, whether they’ll get value from it and if they can trust the brand, author or publisher.
David Ellison, Marketing Services Manager at ISBA, said: “As digital content marketing continues to develop, it is crucial that it adheres to tried and tested UK advertising self-regulation. ISBA has worked closely with the IAB to produce these guidelines – which build on existing good practice – to help advertisers deliver the transparency that consumers demand.”
Content and native advertising spend was worth £509m, more than fifth (22 per cent) of display ad spend.
Greater clarity around the advertising technique and shifting consumption habits has meant marketers and their agencies are willing to place bigger bets on content marketing. Almost two thirds (63 per cent) of media planners are now confident that native ad formats are a safe media channel to invest in, but contrasts in the business models of creative and media agencies make execution difficult, according to a report.