Difference between Sponsored Content and Native Ads

January 2023 · 2 minute read

Sponsored Content is a sub-category of native advertising. Sponsored content is nothing more than a native ad that has been sponsored by the brand. The distinguishing characteristics of Sponsored content, as opposed to other forms of native ads is that they are sponsored by the brand, but they are not produced or published by the brand. Instead, the company pays someone else, such as a blogger or YouTuber, etc. to create content on their behalf that will feature their content.

Sponsored ContentLike all native ads, the sponsored content also does not look like an ad; however, it can promote a product or include a call to action. It is just like a native ad, except for the fact that the company does not create or publish it. Nor does the content appear on the company’s pages. Native Ads, on the other hand, can be created and published by the brand, and on the brand’s pages. However, sponsored content is explicitly not.

It should be noted that as it can be hard to notice Sponsored Content and Native Ads amongst the other content, it is generally required that these contents and ads be marked by understated labels, such as “Advertisement”, “Ad”, “Promoted”, “Sponsored”, “Featured Partner”, or “Suggested Post.”

Comparison between Sponsored Content and Native Ads:

Sponsored Content

Native Ads

Type

Type of native advertising

Type of digital marketing

View

Looks like the content around them

Look like the content around them

Promotion

Created and promoted by the brand

May or may not be created and promoted by the brand

Description

Brand-sponsored articles and videos that appear on the sites and social platforms of publishers and influencers

Any and all advertisements that look like the content around them.

Characteristics

Looks and read more like a news story. Can mention a product or service and include a call to action.

Looks and read more like a news story, it does not promote a product, nor does it include a call to action.

Benefit

Look natural and hence are more likely to have more of a positive influence on the audience. Is generally just content that mentions or includes the brand.

Look natural and hence are more likely to have more of a positive influence on the audience

Examples

BuzzFeed listicle of 12 tweets about being hungry, sponsored by Wendy’s

Google search ads, in-feed Facebook ads

Reference: Wikipedia, Outbrain, Content Marketing, Contently Image Courtesy: advertisemint.com, clickrain.com

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