Press Room

Native advertising rises in importance even as labeling improvements needed, report shows

6 December 2017

DALLAS (6 December 2017) – The importance of native advertising continues to rise in the revenue mix even as labeling is inconsistent for many media companies, according to a report released today by the International News Media Association (INMA) and the Native Advertising Institute.

Based on a survey of 231 media executives from 51 countries, “Native Advertising Trends in News Media” captures the sharp rise of native in the advertising mix – 11% last year, 18% this year, and projected to be 32% by 2020.

With the rise in revenue comes challenges, with 11% of publishers not labeling native advertising at all. Author Jesper Larsen, founder of the Native Advertising Institute, says this lack of labeling hurts the credibility of news media and needs to be addressed.

Meanwhile, publishers say they are open to “going to war” with advertising agencies and media agencies since the alternative would be they will be left with a low-margin business model.

The report looks at integrating native advertising content, the effect on the bottom line, native advertising solutions and sources, measuring the effect of native advertising, opportunities and threats.

“Native Advertising Trends in News Media” is punctuated by best-practice case studies from CNN, Helsingborgs Dagblad, and Bild.

The report is available for free to INMA members and available to non-members for US$795 – which includes one year of association membership, all strategic reports, Webinars, and access to all INMA content and peer connection tools.

INMA members may download the report and non-members may order the report by going to

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment. The INMA community consists of 8,000+ executives at 700+ media companies in 70+ countries. INMA is the news media industry’s foremost ideas-sharing network, with members connected via conferences, reports, webinars, chat, and an unparalleled archive of best practices. INMA has offices in the United States, Belgium, India, and El Salvador.

The Native Advertising Institute (NAI) is an international think tank on a mission to help publishers, brands, and agencies become successful with native advertising. NAI runs the world’s largest two-day industry event, Native Advertising DAYS, which is held every November in Berlin. NAI also conducts global research, publishes several reports on media about native advertising, and organises the Native Advertising Awards. Go to for more information.




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