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Native Advertising Trends 2016

Research - Trends and Insights


Welcome to this first edition of our annual report ‘Native Advertising Trends 2016: The Magazine Industry’.

140 magazine executives from 39 countries across the Globe have been kind enough to answer the questions in our survey and we are thrilled to share the insights with you.

Native advertising is one of the hottest topics in the publishing industry today. We see it in the massive interest demonstrated on our blog at Native Advertising Institute and at our annual event, Native Advertising Days. And we see it in the results of this survey.

More than half of the publishers are already offering native advertising as a product and another 37% are likely to jump onboard. The report shows us that native advertising is not without challenges (16% have had audience complaints as a result of native advertising) but it also holds great opportunities and, on average, publishers expect 33% of their overall advertising revenues to come from native advertising in 2018.

Other topics that you can dive into in this report are how publishers sell, produce, measure, and distribute native advertising - just to mention a few.

Our ambition is to help publishers, brands and agencies become successful with native advertising. This report is one step on that journey and we are grateful that FIPP decided to take it with us.

Enjoy our Report - Thank You.

Jesper Laursen - Founder & CEO - Native Advertising Institute

Are you curious about the current state of native advertising in the magazine industry? And would you like to know, what magazine publishers have to say when asked about the expected revenue from native advertising?

This annual report provides you with an answer to:

  • How magazine publishers view native advertising in general
  • Budget expectations for native advertising in the magazine industry
  • Threats and opportunities according to magazine publishers
  • How the magazine publishers measure native advertising effectiveness
Download your copy right here.


About this report
Native Advertising Trends 2016 - The Magazine Industry was produced by Native Advertising Industry in collaboration with FIPP - the network for global media.
140 magazine executives from 39 countries across the globe participated in the survey during a three week period in April and May, 2016. The report was published in June 2016.

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. We publish a blog, conduct research and host the biggest native advertising conference in the world called Native Advertising Days.
Web: http://nativeadvertisinginstitute.com/

About FIPP
FIPP - the network for global media, represents content-rich companies or individuals involved in the creation, publishing or sharing of quality content to audiences of interest. FIPP exists to help its members develop better strategies and build better businesses by identifying and communicating emerging trends, sharing knowledge, and improving skills, worldwide.
Web: http://www.fipp.com/

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