Short presentation of the research group TINA at the University of Antwerp. TINA is a group of researchers that study the impact of innovation in the news industry on readers, news organizations and advertisers. Our research is centered around three key domains: - Innovation in online advertising on news websites - Audience analytics - Innovative business models for (online) news media Read about our projectst at: https://www.uantwerpen.be/en/projects/tina/

1. TECHNOLOGY
INNOVATION
NEWS &
ADVERTISING
TINA

2. Disruption
in the
News Industry...
ad-blocking technology / the rise of platforms / decline in print / new types of
news distribution / native advertising / targeting / donations / consolidation

3. We are TINA
We focus on Technology, Innovation,
News and Advertising
Hello!
Dorien.Luyckx@uantwerpen.be

4. TINA
RESEARCH GROUP
Media & ICT in
Organisations and
Society
MIOS
Media, Policy
and Culture
MPC
Dorien.Luyckx@uantwerpen.be

5. Dr. Simone Krouwer
Native Advertising
Transparency and Trust
Luc De Cleir
Journalism Ethics
Business of News
Dorien Luyckx
Stakeholder Thinking
Affiliate Marketing
Kenza Lamot
Audience Analytics
News Engagement
TEAM
Prof. dr. Steve Paulussen
Journalism
Media innovation
Prof. dr. Karolien Poels
Advertising
Digital Innovation

6. Experienced in working with
news media and advertisers
for research projects
Dorien.Luyckx@uantwerpen.be

7. Industry-academic partnerships are key to
exchange knowledge and research with impact
Are you
next?
Dorien.Luyckx@uantwerpen.be

8. EXPERTISE
Innovation in
online
advertising
Sustainable
Business
Models
Audience
Analytics
Dorien.Luyckx@uantwerpen.be
2 31

9. 1. Innovation in
online advertising
Building effective ads that enhance trust, transparency and credibility
Dorien.Luyckx@uantwerpen.be

10. Innovation in Online Advertising
FOCUS
native advertising
affiliate marketing
Dorien LuyckxSimone Krouwer
How to implement new advertising formats
on news websites in an effective and sustainable
manner?
METHODS
experiments
(online, live & eye tracking)
usability testing
(both mobile and desktop)
surveys
(e.g. factorial)
interviews
Karolien Poels

11. Experiments and User Testing
Example: online experiment on HLN.be -
Labels and brand presence in sponsored article
Example: mobile user tests @ NU.nl
Dorien.Luyckx@uantwerpen.be

12. 2. Audience Analytics
The adoption, uses and implications of analytics in
contemporary digital newsrooms
Kenza.Lamot@uantwerpen.be

13. Audience Analytics
Steve Paulussen
To what extent do audience analytics and
metrics influence editorial practices and routines?
And how can they potentially impact the content
journalists produce?
FOCUS
audience analytics
news selection
and distribution
(readers and newsroom)
METHODS
Interviews, survey,
experiment, content
analysis
Kenza Lamot

14. Audience Analytics
GOALS
To support newsrooms in aligning
analytics, editorial priorities and
organisational imperatives
To help develop newsroom’ strategies
to amplify qualitative editorial expertise
with quantitative audience data
Example: Chartbeat Heads Up Display
Kenza.Lamot@uantwerpen.be

15. 3. Sustainable
Business Models
Balancing the financial and democratic wellbeing of the news company

16. Sustainable Business Models
How to innovate technologically and
businesswise while ensuring the financial and
democratic wellbeing of the news company?
FOCUS
Entrepreneurial
journalism
Alternative revenue
models
METHODS
Interviews, discourse
analysis, surveys, case
studies
Dorien LuyckxLuc De Cleir
Karolien Poels

17. Sustainable Business Models
Example: How do readers evaluate affiliate
marketing vs native advertising?
GOALS
To find a balance between important
stakeholders’ needs to build services
accordingly and achieve a win-win-win
To investigate how and to create tools that
enhance product development at news
companies with a multi-stakeholder
approach
Dorien.Luyckx@uantwerpen.be

18. Scientific publications
e-mail us for full papers
White paper and
executive summary
Tailored for media and marketing
professionals
Download via
bit.ly/whitepaper-native
Strategic advice, blog
posts and presentations
E.g. Raad voor de Reclame,
branded content event,
vacature.com, Pebble Media
Read about it on our webpage
bit.ly/tina2020
RESEARCH OUTPUT
1
2
3
Dorien.Luyckx@uantwerpen.be

19. Towards a
Sustainable Future
for News Media,
Advertisers and Readers

20. TINA x YOU?
Any thoughts, questions, challenges? We would love to hear from you!
Send us a message via: bit.ly/message-tina
Visit: bit.ly/tina2020
Or email: dorien.luyckx@uantwerpen.be
Thanks!