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Magazine media execs rank forms of native advertising

In a ranking of the most effective types of native advertising, one stood out in a recent survey by the Native Advertising Institute and FIPP among 140 executives of magazine media companies around the globe.

When asked to choose between 12 types of advertising (with the possibility of checking multiple boxes), online articles came in number one with 65 per cent while video content, as hot a topic it is nowadays, came in second with 61 per cent. Printed articles came in third with 50 per cent - naturally still playing an important role in the native advertising business for magazines that increasingly offer multi-platform solutions to their clients.

Effective native ads ()

Interestingly, the fourth most effective form of native is not on the publisher’s own platforms but, in fact, promoted posts on Facebook (43 per cent).  

When asked to rank the biggest native advertising opportunities, executives ranked written content at 69 per cent and video at 63 per cent. Multi-platform storytelling (56 per cent) and multi-media storytelling (52 per cent) were also considered strong opportunities.

Learn more about the possibilities of native at the Native Advertising DAYS 2016 Conference on 16-17 November in Berlin, with speakers including from Google, LinkedIn, VISA, Mashable and more.

FIPP has negotiated a €100 discount on normal rates for FIPP members wishing to attend Native Advertising DAYS 2016. Simply go to Native Advertising DAYS 2016, and register with your FIPP promotional codeNADFIPP16” to claim your discount.

The Native Advertising Institute is a member of FIPP.

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