FIPP and the Native Advertising Institute have released the results of the second annual global research study on native advertising in the magazine media industry.

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.

91% 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. By 2020, magazine publishers expect that number to almost double to 40%.