Native advertising trends in news media

A report by WAN-IFRA and the Native Advertising Institute


By 2021 native advertising is slated to make up 36% of news publishers’ overall advertising revenue, according to a survey WAN-IFRA and the Native Advertising Institute conducted late last year. Based on the survey as well as case studies of best practice, WAN-IFRA and NAI published a report ‘Native Advertising Trends in News Media,’ in December.

Jesper Laursen, chief executive officer of the Native Advertising Institute, will share some of the key findings and insights from the survey and report during a webinar on Tuesday, 30 April.

Some of the highlights from the report

52% of publishers surveyed said native advertising is very important to their overall ad strategy, and 43% said it is important. 87% of respondents have a positive feeling towards native advertising.

Publishers are no doubt building and organizing their operations to seize the opportunities that native advertising represents: 42% of respondents to the survey say they now have their own dedicated native ad studio, up from 35% last year. Another 29% have a dedicated native ad team.

However, many publishers are using their editorial team much less than just one year ago, as this practice has dropped from 47% to 29%.

One disconcerting finding from the study shows that 9% of the publishers put no labelling on native advertising. It is better than last year’s figure of 11%, but it is still a far cry from where it should be: 0%.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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