What we’re reading this week...

We picked five of the stories that caught our attention this week.

“All media companies — legacy and digital — need to radically diversify digital traffic sources. It is the fault of media companies — not Facebook — that we got hooked on this distribution channel.”
- Earl J. Wilkinson, Executive Director, CEO, INMA

“While plenty of publishers, including Time Inc., Condé Nast and PopSugar all dabble in it, many look at programmatic native as a possible threat to the branded-content operations they have invested substantial time and resources in.”
- Digiday.com

“Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience.”
- Forrester

“Podcast advertising expanded at a 48 percent rate last year, and it’s forecast to grow about 25 percent a year through 2020. By that point, it would be approaching half a billion dollars in annual ad revenue.”
- NiemanLab

In 2015, more than a third (35 per cent) of Forbes’ ad revenue came from BrandVoice. This has helped push 80 per cent of Forbes’ total ad revenue from digital, compared to 64 per cent two years ago.
- TheDrum

Get updated by the best in the business on the new and powerful marketing trend native advertising. Join Native Advertising DAYS 2016 at The Estrel Berlin on November 16th-17th

+ 3 numbers you should know about

By 2020, 63.2% of mobile display advertising will be native, which will make up $53.4bn in advertising revenue according to IHS which does research in the technology, media, and telecommunications industries.

48% of publishers didn’t offer Native Advertising in 2015 - huge missed opportunity, writes Chad Pollit, VP of Audience at Relevance, HuffingtonPost.

What can you learn from reviewing 100 native advertising campaigns? Brands can't depend on publishers to do all the magic. They have to bring something unique to the table as well. This blog post on Medium.com by Blake Cadwell, Director of Digital Strategy at Day One Agency, is worth your time.

RELATED: How to do native advertising: 25 world class examples (free ebook) 

And a closing remark from our keynote speaker at Native Advertising DAYS Stephanie Losee, CMO at Visa and one of the front-runners of native advertising:
“Sponsored content can’t replace the revenue from traditional advertising,” says Stephanie.
- Nytimes.com.

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Photo credit: Unsplash/Mari Helin-Tuominen