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 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.
Register now for the Native Advertising DAYS conference, 8-10 November 2017 in Berlin.
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“One of the things about journalism that relates so closely to native advertising is the desire to put your readers first. If you put your readers’ interests and what they care about at the centre, the content that you create is going to resonate with them much more fully and really have a much bigger impact. Brand storytellers should definitely take that lesson from the world of journalism and make sure their readers are at the centre of everything they create,” says Melanie Deziel, branded content consultant.17th Jan 2018 Insight News
Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers.15th Jan 2018 Insight News
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“To me, true native is when the journalist of the brand is really deeply involved in doing the best piece of content,” says Camilla Kjems when she attended Native Advertising DAYS 2017 in Berlin.12th Jan 2018 Insight News
The realisation that Facebook is a social network first and foremost and not a news-stand is starting to hit home with publishers as Mark Zuckerberg continues to fiddle with his News Feed algorithm to salvage - or grow - his creation.15th Jan 2018 Features
It has been a record-breaking year for Meredith’s Martha Stewart Living. “Over the last year and a half, we have been doing some great things and I think we saw the results of those efforts in 2017,” said Daren Mazzucca, VP/group publisher of Martha Stewart Living.15th Jan 2018 Features
From a legislative perspective 2018 looks set to be an interesting, potentially challenging year for publishers. In May the EU wide General Data Protection Regulation (GDPR) will be enforced bringing new controls on the collection of data.15th Jan 2018 Features
Over the next few months, Facebook will be making updates to ranking where the news feed will prioritise content that sparks conversations, having an effect on posts from businesses, brands and media.12th Jan 2018 Industry News
Hearst Magazines UK has appointed Kalpana Fitzpatrick as its finance editor. Kalpana is currently the consumer editor of Good Housekeeping magazine, a role she took on in November 2017, and will continue with that role alongside her new position. This new role represents Hearst’s move into significantly developing its finance content in response to growing engagement by its readers on this subject.18th Jan 2018 Industry News
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