Native advertising is set to account for a third of advertising in three years, according to a new INMA/NAI report.

Its importance in the revenue mix continues to rise, even as labelling is inconsistent for many media companies.

The report, Native Advertising Trends in News Media, released by the INMA and the Native Advertising Institute, captures the sharp rise of native in the advertising mix - 11 per cent last year, 18 per cent this year, and projected to be 32 per cent by 2020.

But author Jesper Larsen, founder of the Native Advertising Institute, says 11 per cent of publishers are not labelling native advertising at all. "This lack of labelling hurts the credibility of news media and needs to be addressed," he says.

Based on a survey of 231 media executives from 51 countries, 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. It is accompanied by best-practice case studies from CNN, Helsingborgs Dagblad and Bild.

The report is available for free to INMA members; details www.inma.org/reports.cfm.