2
0
1
9

Interactive ads will be the new face of display advertising

“Ad impressions and CTR numbers will become things of the past sooner than you think.”

Call them irritating data guzzlers, but native rich-media ads will play a significant role in reviving display advertising across the internet in 2019.

Display advertising in its traditional form has been shrinking for a long time and has reached a point where all those leaderboards and square box ads have become blind-spots for the users. Meanwhile, native display advertising has been growing steadily, and brands are now considering these for standalone deals, not necessarily part of brand-solutions bouquet deals. Oath, in a recent survey, found that native ads drive greater purchase intent than traditional display ads.

The study examined the reactions of 6,000 consumers across the U.K., France, and Germany to primarily understand the value of native beyond traditional click-through rate measurement. It found that native ads raise brand affinity amongst users, with 26 percent more likely to recommend brands they’ve seen on native ads and 15 percent more likely to consider buying from these brands when compared to traditional display.

Rich-media ads are taking display advertising to the next level with user engagement at its core. Ad impressions and CTR numbers will become things of the past sooner than you think, with metrics like interactions per click, time spent per click, view-through rate, and leads per click coming into view.

Brands that like engaging with users and want more subscriptions on their social platforms are now able to do so through interactive ads on publisher websites. Facebook Messenger bots integrated with ads on publisher websites are driving engagement on brand-owned pages. Through these native ads, brands can interact with their buyers directly and carry the conversations further on their own social media pages, or can even design a communication flow that helps the users firm up their minds for a purchase and subsequently lead them to a transaction page.

These innovations not only drive quality engagement for the advertisers — they also mean better monetization for publishers.

Faster data connections, adoption of ad-blockers for traditional ads, and blurred distinction between mobile and desktop innovations will make these ads acceptable and the new normal quicker than we think.  A lot of publishers strong on brand solutions have discarded tradition display advertising from their platforms already. This trend is likely to pick up. On the content side, web publishers that thrive on innovation are already going beyond traditional ad pitches. Ads are going through detailed storyboarding, keeping user journey natural and intent driven. All of this is supposed to empower impact advertising over the internet, with better value for both the brands and the publishers.

Zenith forecasts that global advertising expenditure will increase to $75 billion by 2021, with the largest share allocated toward internet display ads. Rising advertisers’ interest in mobile advertising and better budget allocation for digital will push these innovations in 2019.

Tushar Banerjee is head of product at The Quint.

Mat Yurow   Content competition from the tech companies

Rebecca Searles   From silos to Swiss Army knife teams

Jeff Chin   We detox from Chartbeat

M. Scott Havens   Time to swing for the fences

Alyssa Zeisler   We expand what (and how and who) we serve

Carrie Brown-Smith   Advocating a healthy civic life is no journalistic crime

Ernst-Jan Pfauth   Readers are only getting started

Salem Solomon   Correcting our corrections

Don Day   Timewalls and other reader revenue experiments

Millie Tran   There is no magic — you’ve got this

Shalabh Upadhyay   A culture clash on India’s growing Internet

Victor Pickard   We will finally confront systemic market failure

Robin Kwong   Tech shouldn’t be the only field pollinating “news nerds”

Elizabeth Bramson-Boudreau   A more sincere definition of “community”

Ariel Zirulnick   Participation gets professional

A.J. Bauer   The coming splintering of conservative media

Betsy O'Donovan and Melody Kramer   The most beautiful sentence in 2019 is “No.”

Ståle Grut   A new dawn for 3D tech in journalism

Becca Aaronson   From bridge roles to product thinkers

Cory Bergman   Journalism as a technology service

Michael Grant   More newsrooms experiment their way to success

Sarah Marshall   A return to destination journalism

Darryl Holliday   Let’s talk about power (yours)

Frank Mungeam   Tonight at 11: News, sports, and climate change

John Biewen   Podcasts keep getting better

Francesco Zaffarano   Towards a rethinking of journalism on social media

Elizabeth Jensen   Going where the Acela can’t take you

Matthew Pressman   The battle over objectivity intensifies

Jack Riley   Facebook refugees, from ad revenue to news habits

Glyn Mottershead and Martin Chorley   When a tech company pulls the plug on your story

Jenée Desmond-Harris   It finally sinks in that some people aren’t white

Candis Callison   Learn from Indigenous journalists on covering climate change

j. Siguru Wahutu   Think 2018 was bad? Wait until you see 2019

Josh Schwartz   A pullback from platforms and a focus on product

Justin Kosslyn   Text hits a tipping point

Renée Kaplan   Our future could lie within our own organizations

Sarah Stonbely   Mapping the local news ecosystem — with scale but detail

Mike Caulfield   Ditch the media literacy cynicism and get to work

Greg Emerson   Power to the user

Cindy Royal   For journalism curriculum to change, its faculty needs disruption

Rasmus Kleis Nielsen   A long, slow slog, with no one coming to the rescue

Ben Smith   The pendulum starts to swing back

Elite Truong   What do we owe the next generation?

Steve Myers   From trying to cover it all to covering what matters

Kainaz Amaria   We consider who’s behind the camera

LaToya Drake   Listen up: New stories, new storytellers

Joe Amditis   Give the audience a seat at the table

Kjerstin Thorson   Time to get mad about information inequality (again)

Kyra Darnton   A shift to depth in video

Seema Yasmin   We will create our own spaces

Raney Aronson-Rath   We learn “digital” doesn’t have to mean “short”

Axie Navas   The traffic hunt, CMS battle, and magazine identity crises loom

Elizabeth Dunbar   Local reporters reflect on what’s not important

Zainab Khan   Publishers whose products can stand up to social media giants will win

Pablo Boczkowski   Reimagining the media for post-institutional times

Mariana Moura Santos   From pageviews to impact

Dheerja Kaur   A focus on problems, not platforms

Adam Thomas   In Europe, foundations invest in news

Matt Waite   “I went to Node.js because I wished to live deliberately”

Dan Shanoff   Bet on sports gambling

Whitney Phillips   Our information systems aren’t broken — they’re working as intended

Logan Molyneux   Seeing social media for what it is

Eric Ulken   The year you actually start to like your CMS

Kate Myers   Journalism continues to be bad for democracy

Frank Chimero   Leave the phone at home and put news on your wrist

Nikki Usher   Three ways national media will further undermine trust

Masuma Ahuja   Make foreign coverage less foreign

Joanne McNeil   Building a digital hospice

Julie Posetti   The year of the fight back

Knight Foundation   A year of local collaboration

Julia Rubin   Meeting people where they are

Jean Friedman Rudovsky   Cross-newsroom collaborations strengthen communities

Kawandeep Virdee   Media wants to take care of you

Pia Frey   You can’t solve a crisis without treating it as a crisis

Heather Chaplin   Agree we’re partisan — for the democratic system

Manoush Zomorodi   Tech will do for information overload what it did for mindfulness

Libby Bawcombe   Haikus of the news

Moreno Cruz Osório   Damaged credibility and a new threat in Brazil

Matt Karolian   Publishers come to terms with being Facebook’s enablers

Carl Bialik   Fatigued news consumers will pay more for less news

Rebecca Lee Sanchez   We are all actors in the running rampant of political theater

Rubina Madan Fillion   Fighting the reality of deepfakes

Rachel Glickhouse   Newsrooms will prioritize audience needs

Jennifer Dargan   You don’t build diversity through one-off training sessions

Cristi Hegranes   A year to invest in the security of local journalists

Jonathan Gill   Publishers build a common tech platform together

Amy King   We should listen to the kids (especially on Instagram)

Borja Bergareche Sainz de los Terreros   Entering a more balanced era

Claire Wardle   Forget deepfakes: Misinformation is showing up in our most personal online spaces

Efrat Nechushtai   Journalism wants to be your friend, not your teacher

Almar Latour   Reported facts, weaponized in service of action

Jonathan Stray   More algorithmic accountability reporting, and a lot of it will be meh

Renan Borelli   Developing loyalty means developing your talent

Lauren Katz   Community becomes a core newsroom value

Mike Isaac   The old exit doors for digital media companies are closing

P. Kim Bui   The misfits become the bosses

Michael Rain   The year of the culturally relevant curator

Angèle Christin   Algorithms and the reflexive turn

Mike Rispoli and Craig Aaron   Government funds local news — and that’s a good thing

Peter Bale   Venture capital runs out of patience

Christa Scharfenberg and Vickie Baranetsky   The year of the lawsuit

Monique Judge   Committing to the truth, calling out lies

Kelsey Proud   Journalism becomes the escape

Stephanie Edgerly   It’s time to understand the un-audience

Simon Rogers   Data journalism becomes a global field

Heather Bryant   We are responsible for how we use our power

Zizi Papacharissi   Old interface, say hello to the new interface

Amy Schmitz Weiss   Local news isn’t where you thought it was

Peter Cunliffe-Jones   The focus of misinformation debates shifts south

Thomas Hanitzsch   The rise of tribal journalism

Geetika Rudra   The year of actionable (local) journalism

Kevin D. Grant   A year to embrace journalism as public service

Nisha Chittal   The homepage makes a comeback

Celeste LeCompte   Local news needs local conversation to survive

Jeremy Gilbert   AI finally becomes helpful

Annie Rudd   A more intimate aesthetic of politics — on Insta

Jim Friedlich   Meet Citizen Kane 2.0

Brian Moritz   The subscription-pocalypse is about to hit

Tim Carmody   Unlocking the commons

Matt Skibinski   Quality and reliability are the new currencies for publishers

Nathalie Malinarich   Video — yes, video

Ruth Palmer and Benjamin Toff   From news fatigue to news avoidance

Laura E. Davis   More access, but not that kind

Alexis Lloyd & Matt Boggie   The year product leads media

Colleen Shalby   Representation becomes more than a talking point

Linda Solomon Wood   The year of the climate reporter

Ole Reißmann   The rise of vertical storytelling

Alexandra Svokos   Good luck convincing us millennials to pay

Carolina Guerrero   Spanish-language audio blows up

Sarah Alvarez   Simplify and redistribute

Seth C. Lewis   The gap between journalism and research is too wide

Tshepo Tshabalala   Ahead of African elections, unlock partnerships with fact-checkers

Elva Ramirez   News — but make it cinematic

Alberto Cairo   A year of uncertainty and confidence

Angilee Shah   The year news orgs say “yes” to real leaders

Joshua P. Darr   The nationalization of political news will accelerate

Tushar Banerjee   Interactive ads will be the new face of display advertising

Meredith Artley   Huge demand for…anything but politics

Dave Burdick   Seeing our blind spots

Zuzanna Ziomecka   News leadership gets an overdue upgrade

Hossein Derakhshan   The news is dying, but journalism will not — and should not

Jesse Brown   Canada’s subsidy for news backfires

Jake Shapiro   Podcasting is media’s slow food movement

Craig Newmark   The end of “loudspeakers for liars”

Simon Galperin   After capitalism’s fire, journalism’s secondary succession

Kristen Muller   Local news fails — in a good way

Patrick Butler   Measuring impact will increase audience trust

Andrew Ramsammy   The great re-pivot to audio

Elisabeth Goodridge   Yes, they signed up — but our job’s not over

Callie Schweitzer   The rise of the conveners

Ernie Smith   The year we step back from the platform

Hearken   Pivot to people

Catalina Albeanu   Being responsible for what we don’t know

Steve Henn   Smart speakers get smarter

Heba Aly   The rise of international nonprofit news

Joel Konopo   Influencers become the new liberated power in Africa

Sue Robinson   Reporters go on the offensive

Errin Haines   Say it with me: Racism

Ben Werdmuller   The platform tide is turning

Sue Cross   Return of the water cooler

Gabriel Snyder   Journalism doesn’t fit well in a funnel

Juleyka Lantigua   Podcasting battles East Coast bias

Bill Adair   Another year fighting Trump’s falsehoods

Cherian George   Fake news wins in Asia

Andrea Faye Hart   Doing less harm, not just more good

John Garrett   You can’t raise prices forever

Eric Nuzum   The year of the DIY podcast network

An Xiao Mina   The death of consensus, not the death of truth

Reyhan Harmanci   Selling more stories to Hollywood

Rachel Davis Mersey   Local news goes minimalist

Rishad Patel   A design system for responsible publishing

Mandy Velez   Putting the social back in social media

Johannes Klingebiel   We all grow hooves

Rick Berke   The year of loyalty

John Saroff   The pivot to reader revenue’s unintended consequences

Soo Oh   Just showing our work isn’t enough

Mario García   The rise of content “pilots”

Stefanie Murray   Local news wakes up and starts collaborating

Talia Stroud   Engaging people across lines of difference

Jesse Holcomb   We’ll get better at making the case for local journalism

Jonas Kaiser   Catching up with “Neuland”

Nico Gendron   Reaching Generation Z beyond the coasts

Andrew Donohue   Voting rights becomes the new climate change

Mandy Jenkins   Fight the urge to run away from social media

Tamar Charney   Seriously: What do you do for people?

Emma Carew Grovum   The year of the loyal reader

Nicholas Jackson   More transparency around newsroom decisions

Marie Shanahan   Newsrooms take the comments sections back from platforms

Francesco Marconi   The year of iterative journalism

Chase Davis   We can acknowledge what we don’t know

Winny de Jong   Data journalism goes undercover

Adam B. Ellick   Video forensic reporting goes mainstream — and local

Taylor Lorenz   Personal branding is more powerful than ever

Tyler Fisher   This is journalism’s do-or-die moment

Robert Hernandez   Racists and sexists get replaced

Shannon McGregor   More bogus embedded tweets in our stories

Gideon Lichfield   Goodbye attention economy, we’ll miss you

Umbreen Bhatti   The story doesn’t end for the people we quote

Jared Newman   AI-generated fakes launch a software arms race

Alexandra Borchardt   Newsrooms need to build trust with their journalists, not just the audience

Charo Henríquez   Pivot to journalism

Bill Grueskin   Toward a symphony model for local news

Rodney Gibbs   A bright — and young — year for audio

Adam Smith   Platforms will have to help rebuild trust in news

Steve Grove   A reckoning for tech’s work with news