We got an awesome note from Chad Pollitt about the latest work from Native Advertising Institute: They have categorized 272 companies in the native advertising technology landscape and prepared a killer infographic.

We’re big fans of the work Native Advertising Institute continues to do in our space, and when Jesper Laursen (its CEO) speaks, we listen.

Let’s break this down: You’re doing native advertising - or thinking about doing it - because you know you have to capture the attention of your target audience in order to grow your business.

 There’s an obvious reason why native is about to make up two thirds of all spend on mobile ads. But there’s also an underlying reason that isn’t being talked about yet. Let’s start there.

What makes this conversation interesting is the shift that is happening in marketing, a shift from interrupting consumer experiences to enhancing them.

NATIVE ADS SUPPORT CONTENT MARKETING

In the world of marketing, good content captivates, informs, and/or entertains. That said, even the most thoughtful and attractive content doesn’t necessarily deliver an audience. As former BuzzFeed VP Jonathan Perelman noted, “Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content.”

Native Ad or Editorial Content?

In the media buying space, it can be challenging to find symmetry between profitability and a genuine user experience. Adding more display ads may show a return on investment for a while, but not without heavy cost—the poor user experience will ultimately affect the value of your brand negatively. If you’ve been looking for a different way to more effectively distribute your content and find new customers—without disrupting the user’s experience—Native Advertising is the solution.

Move Over Banner Ads

Native advertising is now the standard digital ad channel garnering impressive consumer attention and engagement levels at a rate of up to 60% higher than traditional display ads. Especially when contextually relevant, native ads increase visibility, improve brand image, and promote user response. Compelling content that closely matches and integrates with the organic user experience on a given platform can generate 25% more consumer attention than banners ads.

Detour Sees Lift in Audience Engagement, Leads, and Sales Using Storygize

Detour Simple tasked Storygize to promote a positive earned media mention on Menshealth.com to increase website visitors, newsletter subscriptions, and product sales.

Campaign Snapshot

• 18% Lift in CTR
• 19% Lift in Engaged Sessions
• 48% Decrease in Cost/Engagement
• 59% Decrease in Cost/Conversion

Although native advertising has been around for a number of years as a means to distribute content and create brand awareness to a wide, targeted audience, the recent explosion of application development and digital media and mobile app use has ignited a native renaissance of sorts.

ACCOMPLISH YOUR GOALS WITH NATIVE ADS

As you've heard by now, "banner blindness" is indeed a thing. More people see and respond to native ads. In fact, consumers pay 25% more more attention to native ads than to traditional banner ads. And they engage with native ads 20% to 60% more than banner ads. Native ads certainly increase a company's visibility and enable it to start a conversation sooner, but did you know you should be using programmatic native advertising to help you accomplish several of your marketing goals?