2018 Native Advertising Survey of the Magazine Industry

Native Advertising 2018

Welcome to the third global survey on native advertising in the magazine industry.

We value your insights immensely, as they help us understand and unfold the dynamics and trends within the industry as a whole.

In return for your participation, we will send you the full report before it is even published. And you will enter the competition to win:
3 x single print copies of FIPP Innovation in Magazine Media 2018-2019 World Report (worth £69 members-£129 non-members)

Please state your name and email address at the end of the survey, in order for us to send you the report, once it is done.

As for the definition of native advertising, it is as follows: "Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears".

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* 1. In which country is your company based? (HQ)

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* 2. What best describes your role?

CxO (CMO, CCO, CFO etc.)

Vice President

Director

Editor-in-Chief

Manager

Individual contributor

Other (please specify)

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* 3. How important is native advertising to your company?

Not important

Important

Very important

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* 4. What are your feelings toward native advertising?

Positive

Neutral

Negative

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* 5. How likely are you to use native advertising as an advertising or service option?

Not likely

Less likely

Likely

Most likely

We already do

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* 6. Of your overall advertising revenues, what percentage came from native advertising in 2017?

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

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* 7. Of your native advertising revenues, what percentage came from print in 2017?

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

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* 8. Of your overall advertising revenues, what percentage do you expect will be from native advertising in 2018?

More than last year

The same as last year

Less than this year

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* 9. Of your native advertising revenues, what percentage do you expect will be from print in 2018?

More than last year

The same as last year

Less than last year

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* 10. Of your overall advertising revenues, what percentage do you expect will be from native advertising in 2021?

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

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* 11. Of your native advertising revenues, what percentage do you expect will be from print in 2021?

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

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* 12. What is your biggest challenge regarding native advertising?

Explaining native advertising to advertisers

Convincing advertisers to buy native advertising

Convincing advertisers to tell real stories

Pricing native advertising

Creating effective strategies

Producing engaging native advertising content

Proving the effectiveness of native advertising

Getting media agencies involved in native advertising projects

Getting management buy-in

Training sales team

Organising the native ad team

Other (please specify)

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* 13. What products and services related to native advertising do you provide your customers with?

Written content

Video content

AI (Artificial Intelligence)

AR (Augmented Reality)

VR (Virtual Reality)

Multi-media storytelling

Multi-platform storytelling

Media buying on other social media platforms than your own

Media buying on other traditional media platforms than your own

Strategy

Research

Layout

Infographics

Content solutions on client's platforms

Paid influencer distribution

Paid email distribution

Paid search for content

AFP Broadcast (Advertising Funded programs)

AFP Online Media (Advertising Funded programs)

Events and experience

Other (please specify)

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* 14. What are the biggest native advertising opportunities for your company?

Written content

Video content

AI (Artificial Intelligence)

AR (Augmented Reality)

VR (Virtual Reality)

Multi-media storytelling

Multi-platform storytelling

Media buying on other social media platforms than your own

Media buying on other traditional media platforms than your own

Strategy

Research

Audience data

Layout

Infographics

Content solutions on client's platforms

Paid influencer distribution

Paid email distribution

Paid search for content

AFP Broadcast (Advertising Funded programs)

AFP Online Media (Advertising Funded programs)

Events and experience

Other (please specify)

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* 15. What are your greatest strengths, when it comes to native advertising?

Multi-platform storytelling

Single-platform storytelling

Existing brands and audience relationships

General editorial expertise

Knowledge about audience preferences and behaviours

Documented native advertising results

A specialised staff for producing native advertising

A Native Ad Studio

Audience data

Other (please specify)

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* 16. How do you provide native advertising solutions?

Own native ad studio

Seperate native ad team

External agency partner

Advertiser's agencies

Editorial team

Other (please state in the box)

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* 17. How do you label native advertising?

By using different look and feel

"Sponsored content"

"Advertisement"

"Paid content"

"Sponsor generated content"

We don't label

Other (please specify)

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* 18. How do you sell your native advertising solutions?

In combination with traditional advertising

As a separate product

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* 19. Do you have a dedicated sales team for native advertising?

Yes

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* 20. How do you price native advertising vs. traditional advertising?

Higher

Lower

The same

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* 21. Which stage of the buyer’s journey are you creating native advertising for?

Top-of-funnel (Awareness)

Mid-funnel (Consideration)

Bottom-of-funnel (Decision)

Other (please specify)

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* 22. What do you consider to be the most effective type of native advertising?

Printed articles

Online articles

Video content

Infographics

Promoted posts on Facebook

Promoted tweets on Twitter

Promoted tweets on Linkedin

Promoted posts on Instagram

Other social media

Advertorials offline

Advertorials online

Programmatic distribution

Paid search for content

AFP Broadcast (Advertiser Funded Programs)

AFP Online Media (Advertiser Funded Programs)

Other (please specify)

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* 23. How do you measure the effect of native advertising?

Traffic

Audience engagement

Sharing

Sales

Permissions collected

Time Spent

Traffic Source

Brand awareness

Brand recall

Purchase intent

We don't measure our native advertising

Other (please specify)

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* 24. Do you think that native advertising adds value for your readers and viewers?

Yes

I don't know

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* 25. Have you received any customer complaints from working with native advertising?

Yes

In case you received any complaints please specify the causes.

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* 26. What do you consider the biggest threat to native advertising?

Poor labeling

Ad blocking

Poor client understanding

Lack of seperation of the editorial and the commercial side of the business

That native advertising risks being associated with "fake news"

Lack of engagement from readers/viewers

Lack of proof of effectiveness

Lack of sufficient buy-in from the organisation and/or top management

Limited budgets from clients

Too time-consuming

Lack of control over the content (i.e. clients having too much influence)

Lack of knowledge/skills in our company

GDPR

Privacy and data concerns

Other (please specify)

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* 27. Name at least one thing that could make your work with native advertising easier?

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* 28. Name at least one media company in your country (other than yourself) that you think is good at native advertising

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* 29. Please share your name and email with us. We will use the data you provide here to send you a link to the report, once it is ready.

The data you have provided will not be used in conjunction with any identifying information but if you do not wish to share your identifying information here you can skip the question and enter the competition as well as receive the report by sending an email to hello@native-institute.com with 'Native Advertising Survey' in the subject line.

Name

Surname

Company name

Email address

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* 30. Sign up for the Native Advertising Institute’s newsletter?
The Native Advertising Institute's newsletter focuses on creative and strategic content dedicated to helping publishers and marketers become successful with native advertising. By signing up for this newsletter, you agree to receive emails from us containing professional marketing tips on native advertising. We will also send you invitations to and updates on events, masterclasses and our awards program. The newsletters may contain sponsored content which will always be clearly labeled. We look after your data and you can always unsubscribe by clicking the link at the bottom of the newsletter.*

Yes, please

No, thank you

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* 31. Sign up for the weekly FIPP World newsletter?
*The weekly FIPP World newsletter provides insight into the most important issues and stories for the magazine media industry. By signing up for this newsletter, you agree to receive relevant marketing emails from FIPP including invitations to and updates on events, awards and other services. The newsletter may contain sponsored content which will always be clearly labeled. We look after your data and you can always unsubscribe by clicking the link at the bottom of the newsletter.

Yes, please

No, thank you