Meeting the Challenges of Cross Media Research

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At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.

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Meeting the Challenges of Cross Media Research

  1. 1. Meeting the Challenges ofCross Media ResearchLunch Keynote Owen Charlebois Elissa Lee, Ph.D. Global Manager, Advertising, Group Manager,Marketing and Media Research Quantitative Measurement Google Inc. Google Inc.
  2. 2. Meeting The Challenges ofCross Media ResearchARF AM6.0 ConferenceJune 14, 2011 2 Google Confidential and Proprietary
  3. 3. Agenda 1 The acceleration of everything 2 Navigating the complexity 3 Making progress 4 How is Google trying to help? 5 Three Google initiatives 6 Next steps … our ask Google Confidential and Proprietary 3
  4. 4. If cross media research ischallenging today, imagine howmuch more Complicated It willbe in 2020 Google Confidential and Proprietary 4
  5. 5. The Accelerationof Everything Google Confidential and Proprietary 5
  6. 6. Digital Revolution in Context Distribution and Information Commerce Communication “Read” “Buy” “Talk”1994 1998 2000 2003 2006 2010Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary 6
  7. 7. Digital Revolution Google Confidential and Proprietary 7
  8. 8. Internet users 2010 1.9B worldwide Mobile 2010 5Bsubscribers Digital informationin the world 2010 800 exabytes – videos, photos, music, texts, etc. Google Confidential and Proprietary 8
  9. 9. So what will 2020 look like? Google Confidential and Proprietary 9
  10. 10. Internet 2010 1.9B users worldwide 2020 5B Mobile 2010 5Bsubscribers 2020 10B Digital information 2010 800 exabytesin the world – 2020 53 zettabytes videos, photos, music, texts, etc. Google Confidential and Proprietary 10
  11. 11. Consumer Transformation ebay Farmville Amazon Selling $6B via mobile 30M people using it every day; an 180 Kindle books sold for in 2010 est. 800K virtual tractors sold every 100 hardcovers daily at $3.33 each YouTube views iPhone App store Red Cross Lady Gaga 1.5B video 5B apps downloaded 20% ($23M) of donations views for Haiti in first week made via text message Google Confidential and Proprietary 11
  12. 12. This is just the digital side …offline is changing justas profoundly Google Confidential and Proprietary 12
  13. 13. Offline Media ChangesTablets, mobile video, place-based video Interactivity,addressability Google TV, Apple TV, IPTV Google Confidential and Proprietary 13
  14. 14. So how do wenavigate thiscomplexity tohelp advertisersengageconsumers? Google Confidential and Proprietary 14
  15. 15. We MUST find a way to meetthe cross media researchchallenge Google Confidential and Proprietary 15
  16. 16. $25Billion5%efficiency improvement Google Confidential and Proprietary 16
  17. 17. Making ProgressCross media research services | Industry organization progress Google Confidential and Proprietary 17
  18. 18. Cross Media Research ServicesAudience insight services | Ad effectiveness servicesMedia efficiency services Google Confidential and Proprietary 18
  19. 19. Industry Organization ProgressHarmonizing metrics | Setting measurement standardsFunding experimentation | Coalescing effort/investments Google Confidential and Proprietary 19
  20. 20. Given TheChallenges Ahead,We Need to Do More Google Confidential and Proprietary 20
  21. 21. The challenge ahead istoo big for any oneorganization to manageon its own Google Confidential and Proprietary 21
  22. 22. So how is Google tryingto help? Google Confidential and Proprietary 22
  23. 23. Google Is Trying ToHelp In 4 Ways Investment +Principles Partnership Resources Experimentation 1 2 3 4 Google Confidential and Proprietary 23
  24. 24. MarketplacePrinciples:What An Ideal Future Cross MediaResearch Market Would Look Like Google Confidential and Proprietary 24
  25. 25. VigorousRestless, Constant changeCompetitiveCollaborativeInnovation, Experimentation, Risk-TakingHigh QualityOpen, Ubiquitous dataDifferent ownership/business modelsFlexible, Adaptive Google Confidential and Proprietary 25
  26. 26. Product/ServicePrinciples:What cross media researchservices would ideally look like? Google Confidential and Proprietary 26
  27. 27. Massive scaleIntegratedCustomer influenceTransparencyNeutralityGlobalCloud basedOpen APIsRespectful of consumers Google Confidential and Proprietary 27
  28. 28. Partnership • Industry organization support • Key stakeholder collaboration • Joint research projects • Participate in industry initiatives • Information sharing Google Confidential and Proprietary 28
  29. 29. Investment + Resources • Dozens of research vendor partners • Increasing investments • Open to new ideas, initiatives • High quality, open data and research • Cloud based resources Google Confidential and Proprietary 29
  30. 30. Experimentation • Innovate • Initiate • Iterate Google Confidential and Proprietary 30
  31. 31. Three Examplesof cross media research initiatives that illustrateGoogle’s commitment to cross media research Google Confidential and Proprietary 31
  32. 32. AFI Index/Project Impact Industry Ad format partnership Cross media… effectiveness ARF, Stanford, Wharton, TV + Online Nielsen, Gfk, Agencies weights and Advertisers Multi-country Results in 2011 pilots Google Confidential and Proprietary 32
  33. 33. Two Types of SingleSource Panels Google Confidential and Proprietary 33
  34. 34. Media Efficiency Panels Linkage to Purchase Single source media… Experimental data…FMCG, offline + online design features non-FMCG Cross media Third party owned and audience research operated with and ad effectiveness Google support Google Confidential and Proprietary 34
  35. 35. Media Efficiency Panels Germany Status: Currently Media + Purchase Sample size of Operating data 5,000 HHsNetherlands Status: Currently Media + Purchase Sample size of Operating Exploring data 6,000 HHs additional media services in 2012 Google Confidential and Proprietary 35
  36. 36. Internet-Mobile Panels Online behavior Metered 5 countries across devices measurement Panel sizes = Launch late Q4 1,000-3,000 2011 per country Google Confidential and Proprietary 36
  37. 37. Much more needs to be done …By Google, by the Industry Google Confidential and Proprietary 37
  38. 38. Next Steps….Our Ask Google Confidential and Proprietary 38
  39. 39. Next Steps … Our Ask • Industry sync on “future state” principles • Accelerate industry commitment to cross media research • Explore opportunities for co-investment, cost sharing • industry Initiate leaders discussion Google Confidential and Proprietary 39
  40. 40. Partner with Us Google Confidential and Proprietary 40
  41. 41. For more information contact:charlebois@google.comelissalee@google.com 41 Google Confidential and Proprietary

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