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NATIVEADVERTISINGTRENDS 2018 – The Magazine Industry
Photo by Mattias Diesel on Unsplash
Welcome to the 2018 edition of ourannual report on the native advertising trends in the magazine industry.
It’s the third time we’ve conducted this survey - this time among 150 executives from 41 countri-es - and we have some very exciting fi ndings to share with you.
Native advertising has been on every magazine executive’s radar for at least the past fi ve years and for very good reason. Though the hype might be wearing o� , native advertising has become an extremely important part of the business strategy for many publishers.
This year, we’ve seen a dramatic increase in the fi nancial importance of native advertising. On average, native made up 31% of overall advertising revenue for magazine publishers in 2017—up from 21% in 2016.
It’s no surprise, then, that this has lead to increased expectations among publishers for the 2018 results respectively. 69% of the magazine publishers expe-ct that native will have driven more of their annual advertising revenue this year than last year, and they expect native to drive 46% of their total annual
Jesper LaursenFounder
Native Advertising Institute
James HewesPresident & CEO
FIPP – the network for global media
advertising revenue in three years. This is up from the 2017 three-year projection of 40%.
One reason for the growing importance of native advertising might be that publishers are increa-singly able to place native ads at higher price points than traditional ones. 61% of publishes char-ge more for native advertising. This is up from 56% last year. Only 12% of publishers charge less for native ads, a number which has remained stagnant since last year.
Revenue is not the only thing that’s growing when it comes to native advertising and magazine publis-hers. So are investments in studios, along with competencies and confi dence levels of publishers. Magazines are holding their heads up high in terms of native advertising and rightfully so. It is impressi-ve what the industry is achieving.
We hope you enjoy diving deep into these fi ndings and many more to come.
Enjoy.
2Native Adver tising Trends 2018 The Magazine Industry
TABLE OF CONTENTSINTEGRATION 5 How important is native advertising to your company? 6 What are your feelings toward native advertising? 7 How likely are you to use native advertising as an advertising or service option? 8
BUDGETS 9 Of your overall advertising revenues, what percentage came from native advertising in 2017? 10 Of your native advertising revenues, what percentage came from print in 2017? 11 Of your overall advertising revenues, what percentage do you expect will be from native advertising in 2018? 12 Of your native advertising revenues, what percentage do you expect will be from print in 2018? 13 Of your overall advertising revenues, what percentage do you expect will be from native advertising in 2021? 14 Of your native advertising revenues, what percentage do you expect will be from print in 2021? 15 The percentage of the overall advertising revenue coming from native advertising compared - 2016, 2017 and 2021 16
SALES & SERVICES 17 What products and services related to native advertising do you provide your customers with? 18 How do you provide native advertising solutions? 19 How do you sell your native advertising solutions? 20 Do you have dedicated sales teams for native advertising? 21
How do you price native advertising vs. traditional advertising? 22
3Native Adver tising Trends 2018 The Magazine Industry
MEASUREMENT & EFFECT 23Which stage of the buyer’s journey are you creating native advertising for? 24
What do you consider to be the most e� ective type of native advertising? 25 How do you measure the e� ect of native advertising? 26 Do you think that native advertising adds value to your readers and viewers? 27
OPPORTUNITIES & THREATS 28What are the biggest native advertising opportunities for your company? 29
What are your greatest strengths, when it comes to native advertising? 30 What is your biggest challenge regarding native advertising? 31 What do you consider the biggest threat to native advertising? 32 Have you received any customer complaints from working with native advertising? 33 How do you label native advertising? 34
ABOUT THIS REPORT 35
TA B LE O F C O NTE NT S
4Native Adver tising Trends 2018 The Magazine Industry
INTEGRATIONAfter testing the waters for a few years now, many publishers have made native advertising a fully integrated part of their business model. Smaller and more niche publishers are still somewhat hesitant, but most major publishers are all in.
There are several indicators that this is the case, evidenced by both budgets and organizational structures. And then there is the attitude. 80% are positive and only 5% are negative. 51% even call it ‘very important’ - up from 46% last year - and another 41% call it important.
Native Adver tising Trends 2018 The Magazine Industry 5
Native Adver tising Trends 2018 The Magazine Industry
How important is native advertising to your company?
I NTE G R ATI O N
8%
41%51%
Not important
Important
Very important
6
Native Adver tising Trends 2018 The Magazine Industry
What are your feelings toward native advertising?
I NTE G R ATI O N
Native Adver tising Trends 2018 The Magazine Industry
Positive Neutral
Negative
15%5%
80%
7
Native Adver tising Trends 2018 The Magazine Industry
How likely are you to use native advertising as an advertising or service option?
I NTE G R ATI O N
Not likely Less likely Likely Most likely We already do
55%
16%23%5%1%
Not likely Less likely Likely Most likely We already do
55%
16%23%5%1%
8
BUDGETSNative advertising has been seen, by many publishers, as the saviour that’s supposed to make up for declining revenue in other parts of the business. To some, it already has. To others, it’s proven a labour-intensive journey making it fi nancially successful.
Budgets are, however, where we fi nd the biggest surprise this year. On average, native made up 31% of overall advertising revenue for magazine publishers in 2017—up from 21% in 2016. And 69% of the magazine publishers expect that native will have driven more of their annual advertising revenue this year than last year. In 2021 publishers are expecting that number to climb to 46%.
Native Adver tising Trends 2018 The Magazine Industry 9
Native Adver tising Trends 2018 The Magazine Industry
Of your overall advertising revenues, what percentage came from native advertising in 2017?
B U D G E T S
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
26%19% 17%
5% 7% 3% 2% 3% 1%7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
26%19% 17%
5% 7% 3% 2% 3% 1%7%
10
Native Adver tising Trends 2018 The Magazine Industry
B U D G E T S
Of your native advertising revenues, what percentage came from print in 2017?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
31%
13% 10%5% 3% 7% 6% 8% 6% 8%
3%
11
Of your overall advertising revenues, what percentage do you expect will be from native advertising in 2018?
B U D G E T S
Native Adver tising Trends 2018 The Magazine Industry
More than last year 69%
28%
3% Less than this year
The same as last year
12
B U D G E T S
Of your native advertising revenues, what percentage do you expect will be from print in 2018?
Native Adver tising Trends 2018 The Magazine Industry
29%
43%
28%Less than last year
The same as last year
More than last year
13
B U D G E T S
Of your overall advertising revenues, what percentage do you expect will be fromnative advertising in 2021?
Native Adver tising Trends 2018 The Magazine Industry
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
8%
14%17% 16%
11% 11%
5% 5% 4%7%
14
Of your native advertising revenues, what percentage do you expect will be from print in 2021?
B U D G E T S
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
24%
13%9%
14% 12% 12% 8% 5%1% 1% 1%
Native Adver tising Trends 2018 The Magazine Industry
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12% 12%9%14% 12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
14% 12%9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
24%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
13%
15
Native Adver tising Trends 2017 The Magazine Industry
B U D G E T S
The percentage of the overall advertising revenue coming from native advertising compared - 2016, 2017 and 2021
21%31%
46%
2016:
2017:
2021:
16
SALES AND SERVICESHow to organise around native advertising has been another hot sub-topic in the industry for a while now. Should there be a dedicated sales team? Should we have a studio? And how do we price our services?
This chapter provides some great insights on this. Compared to last year’s report, there seems to be a shift away from using editorial teams (55% down from 65%), toward having either an in-house studio (36% up from 24%) or a separate native ad team (24% up from 21%). Further, more and more are getting dedicated sales teams (29% up from 11%).
Native Adver tising Trends 2018 The Magazine Industry 17
What products and services related to native ad-vertising do you provide your customers with?
S A LE S A N D S E RV I C E S
68%Video contentWritten content 86%
Native Adver tising Trends 2018 The Magazine Industry
7%Other
47%Events and experience
8%AFP Online Media (Advertising Funded Programs)7%Other
3%AFP Broadcast (Advertising Funded Programs)
11%Paid search for content8%AFP Online Media (Advertising Funded Programs) 8%8%AFP Online Media (Advertising Funded Programs)AFP Online Media (Advertising Funded Programs)
35%Paid email distribution
25%Paid infl uencer distribution29%Content solutions on client’s platforms
25%25%
43%InfographicsEvents and experience
43%Infographics
48%Layout47%47%Events and experience
35%Research35%
Infographics35%ResearchResearch
49%Strategy
20%Media buying on other traditional media platforms than your own11%Paid search for content 11%11%Paid search for contentPaid search for content
Paid infl uencer distributionPaid infl uencer distribution20%Media buying on other traditional media platforms than your ownMedia buying on other traditional media platforms than your ownMedia buying on other traditional media platforms than your own
31%Media buying on other social media platforms than your own29%29%Content solutions on client’s platformsContent solutions on client’s platforms
Paid email distributionPaid email distribution
Content solutions on client’s platformsContent solutions on client’s platforms31%31%Media buying on other social media platforms than your ownMedia buying on other social media platforms than your ownMedia buying on other social media platforms than your own
48%Multi-platform storytelling48%48%LayoutLayout48%48%Multi-platform storytellingMulti-platform storytelling
50%Multi-media storytelling49%49%49%StrategyStrategy
3%VR (Virtual Reality)AFP Broadcast (Advertising Funded Programs)AFP Broadcast (Advertising Funded Programs)
3%VR (Virtual Reality)VR (Virtual Reality)
6%AR (Augmented Reality)3%3%AFP Broadcast (Advertising Funded Programs)
AR (Augmented Reality)7%AI (Artifi cial Intelligence)7%Other
AFP Online Media (Advertising Funded Programs)
6%
7%
6%6%AR (Augmented Reality)7%7%AI (Artifi cial Intelligence)
50%50%50%Multi-media storytellingMulti-media storytelling68%
86%68%
Written contentVideo content
18
S A LE S A N D S E RV I C E S
How do you provide nativeadvertising solutions?
7%Advertiser’s agencies
9%External agency partner
14%Other
24%Separate native ad team
Own native ad studio 36%55%Editorial team
Native Adver tising Trends 2018 The Magazine Industry
7%Advertiser’s agencies
External agency partner 9%
Other 14%
Separate native ad team 24%
Own native ad studio 36%55%Editorial team
19
How do you sell your native advertising solutions?
S A LE S A N D S E RV I C E S
In combination with traditional
advertising
As a separate product
63%37%
Native Adver tising Trends 2018 The Magazine Industry 20
Do you have dedicated sales teams for native advertising?
S A LE S A N D S E RV I C E S
Native Adver tising Trends 2018 The Magazine Industry
No
Yes
29%
71%21
S A LE S A N D S E RV I C E S
How do you price native advertising vs. traditional advertising?
Native Adver tising Trends 2018 The Magazine Industry
The same
Higher
Lower
61%27%
12%
22
MEASUREMENT AND EFFECTSetting the right KPIs and measuring the e� ect of native advertising has long been one of the big tasks on the agenda for magazine publishers - and everybody else working with native advertising for that matter.
Tra� c (67%) and audience engagement (73%) are still by far the most popular KPIs. They are simply prerequisites for success. Advertisers, though, are often times looking for ‘harder’ conversion metrics. Maybe that’s why using sales as a metric has seen a slight lift, from 26% to 28% and why purchase intent is being used in 17%, up from 10%.
Native Adver tising Trends 2018 The Magazine Industry 23
Which stage of the buyer’s journey are you creating native advertising for?
M E A S U R E M E NT A N D E F F E C T
Native Adver tising Trends 2018 The Magazine Industry
73%Top-of-funnel (Awareness)
61%Mid-funnel (Consideration)
31%Bottom-of-funnel (Decision)
6%Other
24
What do you consider to be the moste� ective type of native advertising?
M E A S U R E M E NT A N D E F F E C T
Advertorials online 26%Infographics 26%
Promoted posts on Facebook 33%Printed articles 47%Video content 68%Online articles 69%
Native Adver tising Trends 2018 The Magazine Industry
26%Infographics
Advertorials online26%
Promoted posts on Facebook
Infographics 26%33%33%Promoted posts on Facebook
47%47%Printed articles68%69%68%
Online articles 69%Video content
21%16%15%
8%5%4%4%3%3%
1%
Promoted posts on Instagram
Programmatic distribution
Advertorials o� ine
Promoted tweets on Twitter
Promoted tweets on LinkedIn
Other social media
Other
Paid search for content
AFP Online Media (Advertiser Funded Programs)
AFP Broadcast (Advertiser Funded Programs)
25
M E A S U R E M E NT A N D E F F E C T
How do you measure the e� ectof native advertising?
Native Adver tising Trends 2018 The Magazine Industry
4%10%11%12%
17%19%
28%32%
39%41%
67%73%
Other
We don’t measure our native advertising
Permissions collected
Tra� c Source
Purchase intent
Brand recall
Sales
Brand awareness
Sharing
Time Spent
Tra� c
Audience engagement
26
M E A S U R E M E NT A N D E F F E C T
Do you think that native advertising adds value to your readers and viewers?
Native Adver tising Trends 2018 The Magazine Industry
I don’t know
Yes No
10%84% 6%
27
OPPORTUNITIES & THREATSAnother topic that keeps popping up - and for good reason - is the transparency and labelling issue. It’s crucial for us as an industry to maintain a good relationship, built on trust, with our audiences, advertisers and the authorities.
Despite awareness around the issue and the fact that 34% of the respondents name poor labelling as the second biggest threat to native advertising, this year’s report shows that too many magazine publishers, more or less, consciously keep operating in a grey or even black zone. 14% do not label native advertising at all, up from 10% last year. This needs to change.
Native Adver tising Trends 2018 The Magazine Industry 28
What are the biggest native advertising opportunities for your company?
O P P O R TU N ITI E S & TH R E AT S
Written contentVideo content
Multi-platform storytellingMulti-media storytelling
Audience dataStrategy
Events and experienceResearch
Paid infl uencer distributionLayout
InfographicsMedia buying on other social media platforms than your own
Content solutions on client’s platformsMedia buying on other traditional media platforms than your own
Paid email distributionAI (Artifi cial Intelligence)AR (Augmented Reality)
VR (Virtual Reality)Paid search for content
Other AFP Online Media (Advertising Funded Programs)
AFP Broadcast (Advertising Funded Programs)
64%61%
37%35%35%
33%33%
21%17%17%16%15%15%
13%13%
8%7%6%5%
3%2%1%
Native Adver tising Trends 2018 The Magazine Industry
1%AFP Broadcast (Advertising Funded Programs) 1%2%2%AFP Online Media (Advertising Funded Programs) 2%3%3%2%
Other 3%2%2%
5%5%3%
Paid search for content 5%3%3%
6%6%5%
VR (Virtual Reality) 6%5%
VR (Virtual Reality)5%
7%7%6%
AR (Augmented Reality) 7%6%
AR (Augmented Reality) 7%6%
8%8%7%
AI (Artifi cial Intelligence) 8%7%
AI (Artifi cial Intelligence) 8%7%
13%8%
Paid email distribution8%8%
13%13%
Media buying on other traditional media platforms than your own 13%13%
Media buying on other traditional media platforms than your own15%
13%Content solutions on client’s platforms 15%Content solutions on client’s platforms 15%
13%
15%15%
Media buying on other social media platforms than your own 15%15%
Media buying on other social media platforms than your own 15%15%
16%15%16%15%
Infographics 16%Infographics 16%15%
17%16%
Layout 17%16%
Layout 17%16%
17%17%
Paid infl uencer distribution 17%17%17%17%
21%21%17%
Research17%
33%21%
Events and experience21%
Events and experience33%33%
Strategy 33%33%
Strategy35%
33%Audience data 35%35%
33%
35%35%
Multi-media storytelling 35%35%
Multi-media storytelling 35%35%
37%35%37%
35%Multi-platform storytelling 37%Multi-platform storytelling 37%
35%
64%61%
Written content61%
37%Video content
37%37%
29
What are your greatest strengths, when it comes to native advertising?
O P P O R TU N ITI E S & TH R E AT S
8%Other
13%Single-platform storytelling
19%A native ad studio
22%Documented native advertising results
22%Audience data
28%A specialised sta� for producing native advertising
47%Knowledge about audience preferences and behaviours
50%Multi-platform storytelling
59%General editorial expertise
60%Existing brands and audience relationships
Native Adver tising Trends 2018 The Magazine Industry
8%Other 8%13%
8%Other
Single-platform storytelling 13%19%
13%Single-platform storytelling
A native ad studio
Single-platform storytelling
19%22%
19%A native ad studio
Documented native advertising results
A native ad studio
22%Documented native advertising results
22%Audience data
Documented native advertising results
22%28%
22%Audience data
A specialised sta� for producing native advertising
22%Audience data
28%47%
28%A specialised sta� for producing native advertising
Knowledge about audience preferences and behaviours
A specialised sta� for producing native advertising
47%50%
47%Knowledge about audience preferences and behaviours
Multi-platform storytelling
Knowledge about audience preferences and behaviours
50%59%
50%Multi-platform storytelling
General editorial expertise
Multi-platform storytelling
59%60%Existing brands and audience relationships
59%General editorial expertise
60%Existing brands and audience relationships
General editorial expertise
30
4%Getting management buy-in
What is your biggest challenge regarding native advertising?
O P P O R TU N ITI E S & TH R E AT S
7%Other
12%Organising the native ad team
19%Creating e� ective strategies
21%Training sales team
23%Convincing advertisers to buy native advertising
23%Proving the e� ectiveness of native advertising
23%Getting media agencies involved in native advertising projects
Explaining native advertising to advertisers 23%25%Pricing native advertising
31%Producing engaging native advertising content45%Convincing advertisers to tell real stories
Native Adver tising Trends 2018 The Magazine Industry
4%Getting management buy-in 4%7%
4%Getting management buy-in
Other 7%12%
7%Other
Organising the native ad team
Other
12%19%
12%Organising the native ad team
Creating e� ective strategies
Organising the native ad team
19%21%
19%Creating e� ective strategies
Training sales team
Creating e� ective strategies
21%23%
21%Training sales team
Convincing advertisers to buy native advertising
Training sales team
23%Convincing advertisers to buy native advertising
23%Proving the e� ectiveness of native advertising
Convincing advertisers to buy native advertising
23%Proving the e� ectiveness of native advertising
23%Getting media agencies involved in native advertising projects
23%Proving the e� ectiveness of native advertising
23%Getting media agencies involved in native advertising projects
Explaining native advertising to advertisers 23%23%Getting media agencies involved in native advertising projects
23%25%
Explaining native advertising to advertisers 23%Pricing native advertising
Explaining native advertising to advertisers 23%25%
31%25%Pricing native advertising
Producing engaging native advertising content
Pricing native advertising31%
45%Convincing advertisers to tell real stories
31%Producing engaging native advertising content
Convincing advertisers to tell real stories
Producing engaging native advertising content
31
O P P O R TU N ITI E S A N D TH R E AT S
What do you consider the biggest threat to native advertising?
Poor client understanding 47%Poor labeling 34%
Lack of seperation of the editorial and the commercial side of business 30%Limited budgets from clients 27%
Lack of proof of e� ectiveness 24%That native advertising risks being associated with ”fake news” 23%
Lack of engagement from readers/viewers 23%Lack of control over the content (i.e. clients having too much infl uence) 22%
Too time-consuming 21%Ad blocking 20%
Lack of knowledge/skills in our company 9%Lack of su� cient buy-in from the organisation and/or top management 7%
Privacy and data concerns 7%GDPR 6%Other 5%
Native Adver tising Trends 2018 The Magazine Industry
5%Other 5%6%
Privacy and data concerns
6%GDPR 6%
Lack of su� cient buy-in from the organisation and/or top management
7%7%Privacy and data concerns
7%7%Lack of su� cient buy-in from the organisation and/or top management
9%Ad blocking
9%Lack of knowledge/skills in our company
20%Too time-consuming
20%Ad blocking
21%Lack of control over the content (i.e. clients having too much infl uence)
21%21%Too time-consuming
22%Lack of engagement from readers/viewers
22%22%Lack of control over the content (i.e. clients having too much infl uence)
That native advertising risks being associated with ”fake news”
23%23%Lack of engagement from readers/viewers
23%Lack of proof of e� ectiveness
23%That native advertising risks being associated with ”fake news”
24%Limited budgets from clients
24%24%Lack of proof of e� ectiveness
27%27%Limited budgets from clients
30%30%Lack of seperation of the editorial and the commercial side of business
47%34%
Poor client understanding
34%Poor labeling
32
O P P O R TU N ITI E S A N D TH R E AT S
Have you received any customer complaints from working with native advertising?
Native Adver tising Trends 2018 The Magazine Industry
Yes No
85% 15%
33
How do you label native advertising?O P P O R TU N ITI E S A N D TH R E AT S
14%We don’t label
15%Other
15%”Sponsor generated content”
16%”Paid content”
25%”Advertisement”
27%By using di� erent look and feel
55%”Sponsored content”
Native Adver tising Trends 2018 The Magazine Industry
14%We don’t label
Other
14%15%14%
”Sponsor generated content” 15%15%15%
”Paid content”
15%16%15%
”Advertisement”
16%25%
16%25%27%By using di� erent look and feel
25%27%
55%”Sponsored content”
27%
34
ABOUT THISREPORT Native Advertising Trends 2018 - The Magazine Industry was produced by Native Advertising Institute in collaboration with FIPP - the network for global media.
150 magazine executives from 41 countries across the globe participated in the survey. The report was published in December 2018.
About Native Advertising InstituteNative Advertising Institute is an independent think tank 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.
nativeadvertisinginstitute.com
About FIPPFIPP - 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.
fi pp.com
Native Adver tising Trends 2018 The Magazine Industry 35
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