Date First Published: 15th December 2022
Topic: Web Design & Development
Subtopic: Web Advertising
Article Type: Computer Terms & Definitions
Difficulty: MediumDifficulty Level: 5/10
Learn more about what a sponsored post is in this article.
A sponsored post, also known as a promoted post, or a paid post is one that is paid for by an advertiser and labelled as an 'ad' to drive traffic to the advertiser's website. Sponsored posts are designed to blend in with the content of the website and can be found on some major sites, such as Quora, Reddit, Twitter, and Instagram. They are a type of native ad that are somewhere between a blog post and a banner ad. This is because a sponsored post is designed to be much less intrusive as they are integrated into the design. Sponsored posting has been used by different ad-supported and community-oriented websites as an addition or replacement of other PPC ad formats, such as web banners.
Like other types of ads, a sponsored post contains a small amount of text and an image designed to grab the visitor's attention. Clicking on the sponsored ad will direct the visitor to the advertiser's website. Advertisers can monitor the performance of their sponsored post by checking the click-through rate.
There are two ways of a website placing sponsored content. The owner of the website can accept sponsored content on their site and write the content or the advertiser can work with the website owner to place the sponsored content.
Once the sponsored content is placed on the website, advertisers will be charged for the advertising and the sponsored posts will cost no more than advertisers are willing to pay. They may be charged on a CPC or CPD basis.
Sponsored posts were defined by Mutum and Wang (2010) as "promoted blog entries or posts that contain links that point to the home page or specific product pages of the website of the sponsor where the blogger receives compensation in the form of money, products, services or in other ways".
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