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.
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