Native advertising to account for up to 40% of ad budgets by 2020

The new results of the second annual global research study on native advertising in the magazine media industry show that in 2016, native accounted for 21% of overall advertising revenue. By 2020, that’s expected to almost double to 40%. 

This year 207 magazine executives from 53 countries have shared their native advertising experiences and their insights provide food for thought for everyone working in the industry.

Ninety-one per cent said that native advertising is ‘Important’ or ‘Very important’ to their business. This is reinforced by the impact that native advertising is having on advertising budgets. In 2016, native accounted for 21% of overall advertising revenue. 

Native Advertising Trends 2017 - The Magazine Media Industry (NAI & FIPP)


Native is also becoming a normal part of most businesses’ advertising revenue mix. 54% of publishers are already selling native advertising and a further 37% are ‘Likely’ or ‘Most likely’ to do so in the future. 92% are providing written content, 63% video and, surprisingly, 45% are offering native events.

Magazine publishers are increasingly spreading their native wings to pursue opportunities well beyond their own traditional channels and into influencer advertising, social media and physical experiences, much as they are doing in the rest of their business. But while native advertising is growing in importance and penetration, it is not without challenges and even threats. Read more in the report.

Download the Native Advertising Trends 2017 Report (free)

For further information about the Native Advertising Trends 2017 Report, contact Jesper Laursen at NAI or Helen Bland at FIPP.

Download Jesper Laursen’s presentation of the Native Advertising Report at the FIPP World Congress in London (11 October 2017).

Register now for the Native Advertising DAYS conference, 8-10 November 2017 in Berlin.


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