The first ever global research on native advertising in the magazine industry was just released showing rapid growth in the field. According to the report, Native Advertising Trends 2016 - The Magazine Media Industry, 79% of publishers worldwide expect to grow their 2016 native advertising revenues compared to last year.
Native advertising is really taking off. It will almost double its share of the overall advertising revenues in the magazine publishing industry to 33% in 2018 up from 19% in 2015,” said Jesper Laursen, founder and CEO of Native Advertising Institute (NAI).
The recent report was compiled by Native Advertising Institute in collaboration with FIPP - the network for global media. The goal is to bring more facts to the table.
“The growing importance of native advertising and the opportunities, challenges and threats it generates for the magazine media industry is creating a wide-ranging debate. It’s important, therefore, to get more facts and data than emotion and opinion into the argument and that is why FIPP has joined with the Native Advertising Institute to establish benchmarks and trends with the first Native Advertising Trends Report,” explains Chris Llewellyn, president and CEO of FIPP.
140 magazine media executives from 39 countries took part in the survey making it the largest, most comprehensive report ever on the magazine media industry.
“Native advertising is one of the hottest topics in the publishing industry at the moment. We’re seeing massive budgets being poured into the field and with that a massive need to find out what works and how,” says Jesper Laursen.
Some of the key findings in the report:
● 52% already offer native advertising and another 37% are likely or even most likely to add it to their advertising or service options
● In 2018 publishers on average expect that 33% of their total advertising revenues will come from native advertising
● 16% have received customer complaints as a result of native advertising
For further information about the report contact:
Jesper Laursen, Native Advertising Institute
Helen Bland, FIPP
About Native Advertising Institute
Native Advertising Institute is an independent institution on a mission to help publishers, brands and agencies become successful with native advertising. NAI publishes a blog, conducts research and hosts the biggest native advertising conference in the world called Native Advertising Days.
More like this
The editors of FIPP's Innovation in Magazine Media 2017-2018 World Report look at how to create content designed precisely for the right audience at the right time on the right platform to meet proven reader needs at each moment.20th Nov 2017 FIPP News
Only 10 days now remain before the end of our exclusive pre-agenda offer on tickets for FIPP and VDZ’s 11th Digital Innovators’ Summit (DIS), taking place from 18-20 March (main programme on 19 and 20 March) in Berlin, Germany.20th Nov 2017 FIPP News
Former Head of news at Twitter, Chief Digital Officer of NBC News and President and CEO of National Public Radio (NPR), Vivian Schiller is now confirmed as one of the speakers for Digital Innovators’ Summit 2018, where she will share her thoughts on what she considers is the next phase of development for platforms and the media.14th Nov 2017 FIPP News
To be launched on 19 March 2018 at the FIPP/VDZ Digital Innovators' Summit (DIS) in Berlin, Germany, the 9th annual Innovation in Magazine Media 2018-2019 World Report focuses on how to actually make innovation happen.13th Nov 2017 FIPP News
Recently, there has been a period of time where there was somewhat of a slow-down in international brand activity as companies focused on shoring up their bases. However, this year we have seen an increasing number of reports surfacing about media companies adopting a more global outlook again – at least in certain segments. Does this mean a renewed focus on brand licensing, and in what form? And what is the outlook as we head into 2018?13th Nov 2017 Features
CDS Global and Zeddit announced a strategic technology partnership in the UK and Australia to provide advanced subscriber conversion capabilities for print magazine publishers. The partnership will focus on improving the conversion of visitors to magazine websites into subscribers for CDS Global clients.13th Nov 2017 Industry News
One of the biggest drives for publishers in the past decade or two have been transitioning their print content to digital. For some it is all about maintaining the magazine's brand essence online, yet others have enjoyed success in amalgamating print publications to create new web first brands.13th Nov 2017 Features
Publishers’ growing urge to be platform agnostic needs to be balanced by focussed efforts to ensure content remains platform specific.13th Nov 2017 Features
Deborah Joseph is appointed chief content officer of Glamour, a new position created to lead the vision for the beauty-first, digital-first media brand, it was announced today.16th Nov 2017 Industry News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next