In a world where traditional journalistic news sources and standard advertising continue to decline, sponsored content continues to rise as method to market your business. With declining conventional advertising revenue, many media companies are producing and selling sponsored content, which can come in the form of written content, video, or podcasts. The key feature of sponsored content is that they look and appear as actual news stories, thus appealing more to the public than traditional display ads.
In addition, more and more online advertising is being blocked by software, thus making sponsored content that much more valuable to marketing efforts. Studies have also shown that more and more audiences have are no longer turning to traditional news sources online for their information, but instead relying on Facebook and other social media platforms for their news. Facebook especially has become a powerful way for marketers to reach specifically targeted audiences with appropriate messaging, and sponsored content is another tactic to be considered with online advertising dollars.
Source: New York Times