What is an advertorial?
It is an advertisement written in an editorial format with an editorial style.
Previous studies have shown that readership of editorial material is five times greater than readership of advertising (that's probably on the low side today). But will increased general readership translate into increased response for your ad?
The only way to know for certain is to test.
According to David Olgilvy, editorial style ads boost readership by about 50% over standard-looking ads. And a few years ago in a true A/B split run test in Reader's Digest, an editorial style ad boosted response by 80% over the standard ad layout.
Worth a test? Absolutely.
Copyright 2007 by Galen Stilson
