Advertorial is a common term in Indonesia which refers to article published on newspaper and then it moves to online news portals as the readers shift their content consumption heavily on the internet. They are important digital platforms nowadays and into the future to be sources of information at fingertips. This is a different type of advertising services because of the writing style that is comparable to journalist uses to communicate anything that may or may not include some promotional information of the product or service, and as the avenue to deliver statement or opinion and to be able to publicize to general audiences.

To have exclusive experiences with Search Engine Optimization (SEO) is an added boost, that the content will be search engine friendly. Advertorial content will appear on news sites as permanent sources that will serve on search engine when there is such query. It provides the opportunity to be on the first page of search results particularly Google for keywords and at the same time, it fulfills the journalistic standards.

To have of piece of advertorial content to be on Indonesian news websites is quite an exciting momentum. These are high ranking websites on Alexa, which indicates high numbers of readers and pageviews like hundreds of thousands to millions. There is a choice to appear on more than 70 online news media. Advertorial comes into being from two words, i.e. advertising and editorial. Therefore, it is closely associated with news outlets, magazines, and tabloids, in print or offline and online as the overwhelmingly majority. A different category of advertorial derives from the message or content it delivers to the public as article, and it is crucial to compose towards the audience which will have the interest on the topic or theme. The advertorial content can be made for purposes such as:

• Product or service launch, this is exploring the product or service as new entry into the market as introduction.
• Corporate announcement, to regularly or periodically inform the public about corporate actions, new or ongoing programs, CSR and so on.
• Government release, an overview and dissemination of government policy and program and promoting the potential of a region or other geopolitical development.

Advertorial will also serve its purpose based on the content itself.

• Informative, this is straight forward in introducing the product, service and activity in the coverage.
• Explanatory, it goes further by detailing the product or professional service on offer, or series of activities, complete with photos.
• Persuasive and influential, it will try to persuade the audience to agree with the author from deliberation of his/her view points.
• Influential, it will influence the audience to engage into action.
• Celebratory, it gears towards presenting compliments on the achievement, to garner high interest from public. It needs to avoid to drive it into a hype.
• Argumentative, it will prove over something by presenting the arguments and other analytical details, rationale and easy comprehension.
• Explorative, to explicate in details the information to the public. It will also address the questions of why and how, an expression of experience will also provide good foundation to the article.

Going with soft advertising services like advertorial is one of the propositions to put your interest, brand or service into the publicity, awareness and credibility of news media. It is written professionally on activities, brand or review coupled with empirical facts and beneficial information. The purpose of advertorial is to build level of awareness, image of brand and company and disseminate the information as wide as possible.

This can be regular or ongoing media communication program from time to time as the needs arise to reach the audience on the digital platforms they visit regularly.