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What Is Sponsored Content?
Several factors have contributed to the rise of sponsored content as an effective and powerful way for marketers to reach online audiences amidst advertising overload. The overabundance of advertising forcing itself upon consumers has caused a significant uptick in ad blocking software. Apple's iOS9 (released earlier this month) gives mobile Safari users out-of-the-box ad blocking capabilities and was seen by many as the final "nail in the coffin" for display advertising. As such, brands and advertisers are proactively exploring marketing alternatives including sponsored content, native advertising, branded content, and influencer marketing (see our post "Adblocking Wars: Advertiser Alternatives To Ads").
The American Press Institute (API) prefaces its definition of sponsored content with the following:
Sponsored content/native advertising appears in many ways. There is no single form, but rather a continuum from banner ads to social media content to large microsites with articles and videos. It is better to define sponsored content by what it does than by what it looks like.
in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Native Advertising With Influencers, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers, YouTube Influencers