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.

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?

Relevance, digital marketing agency, publication, and events producer, asked Storygize CEO David Osman his thoughts on mistakes marketers commit within native advertising. Following is the resulting article, highlighting over a dozen industry experts. We're honored to be featured in such great company!

With so many brands doing content marketing, the amount of information and content on the Internet has exploded. In fact, according to Mark Schaefer’s book, “The Content Code,” in 2020 there will be five times more information on the Internet than what was on it in 2015. That’s his conservative estimate, too.