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.”

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