Two Birds, One Stone - A New Methodology for Online Survey Research

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ad:tech London 2012

Two Birds, One Stone - A New Methodology for Online Survey Research

Amy Adams Harding, Head of Publisher Relations, Google Inc

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  • Not only is it sophisticated enough for Fortune 100 Market Researchers, but also start ups, smbs, marketing and digital advertising teams, creative agencies, ad agencies, journalists, political campaigns, newsrooms, PR firms, non profits
  • Two Birds, One Stone - A New Methodology for Online Survey Research

    1. 1. Google Consumer SurveysMonetisation ThroughMicrosurveysAmy Adams HardingHead of Publisher Developmentwww.google.com/insights/consumersurveys Google Confidential and Proprietary 1
    2. 2. Agenda 1) In the beginning… 2) Ecosystem: Publishers, Users and Market Researchers 3) Publisher Experience 4) User Experience 5) Market Research Experience 6) Partner with us1. Agenda item 1 Google Confidential and Proprietary 2
    3. 3. The Rise of the Paywall In 2010, a guy named Paul saw this chart6000050000400003000020000 Online Print10000 0 2003 2004 2005 2006 2007 2008 2009 2010Pew Research Centers Project for Excellence in Journalism - 2011 State of the News Media Google Confidential and Proprietary 3
    4. 4. A Similar Situation in the UK UK Local and Regional Press Annualized Revenue (£m)5000400030002000 Copy1000 Display Classifieds 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015Source: Enders Analysis estimates based on Advertising Association/WARC data Google Confidential and Proprietary 4
    5. 5. GCS Ecosystem Google Confidential and Proprietary 5
    6. 6. Publisher and User Experience OverviewOur idea: let users choose how to access and/or pay for content• Answer a 1 or 2 question market research survey or perform a publisher defined alternate action (Pay, Subscribe, or Share)• Publishers are paid $0.05 per answered question, which is incremental to any ad revenue on that page Google Confidential and Proprietary 6
    7. 7. Microsurveys are Inline to Content Google Confidential and Proprietary 7
    8. 8. User Experience Demo• http://www.newtondailynews.com• http://www.startribune.com/galleries/158512925.html Google Confidential and Proprietary 8
    9. 9. Image Gallery Implementation Google Confidential and Proprietary 9
    10. 10. Alternate Action Unit Examples Google Confidential and Proprietary 10
    11. 11. Publisher Network Statistics• Publicly launched on March 29th after 8 month beta• Over 400,000,000 impressions served• 100+ sites on paywalled, metered and free content• Minimal impact on abandonment rate Google Confidential and Proprietary 11
    12. 12. A Better User Experience?Back that up with some data! Google Confidential and Proprietary 12
    13. 13. Publisher ControlsPublisher determines when/where/how often prompt shows• Content type: per article, section or site access• Frequency cap, access time period and metering• Customizable introductory message to usersPublisher determines Alternate Action• Login or subscribe• Email address capture (newsletters and daily deals)• Social share (tweet, +1 and like)Surveys subject to Adsense rules and checked before launching Google Confidential and Proprietary 13
    14. 14. Revenue• Publisher is paid $.05 per answered question – Publisher is paid double for prompts with 2 questions• Revenue is incremental to any ad revenue on the page• Surveys do not interfere with ads• Publisher can scale survey impressions up or down depending on revenue needs Google Confidential and Proprietary 14
    15. 15. So, What About the Market Research Side? Google Confidential and Proprietary 15
    16. 16. Overview: What is GCS Market Research?A new approach to online research• Fast• Accurate• Affordable Google Confidential and Proprietary 16
    17. 17. Speed-Minutes to Set Up, Hours to Actionable Data• Create and deploy a survey in just minutes• Gather responses to a typical survey in as little as 36 hours• Results viewable in (almost) real time—no more waiting for a survey to complete to view results• Aggregated Insights to surface actionable data automatically Google Confidential and Proprietary 17
    18. 18. Accurate-Google Powered Respondent Data• Technology driven demographics Panel validated, with 80-90%+ accuracy for age and gender• Age and gender are inferred using Google’s demographic algorithm, based on user browsing behavior• Built in, interactive data segmentation• Seamless targeting of respondent groups without extensive background questions• Reach a validated, representative sample of everyday users through a single user-friendly platform Google Confidential and Proprietary 18
    19. 19. Affordable• Responses starting at $.10 per answer• Typical surveys start at $150 with no set up fees• Everyone can afford to conduct real market research now Google Confidential and Proprietary 19
    20. 20. Who is Running GCS?• Fortune 100 market researchers • Journalists• Start ups • Political campaigns• SMBs • Newsrooms• Creative agencies • PR firms• Marketing and digital advertising • Non profits teams • etc…• Ad agencies Google Confidential and Proprietary 20
    21. 21. What About UK Validation?• We measure the validity of our data by asking users to answer a set of questions with known answer rates from government funded surveys – i.e. smoking rates, asthma rates, disability, dog ownership, etc• Find our whitepaper at : https://www.google.com/insights/consumersurveys/how Google Confidential and Proprietary 21
    22. 22. Speaking of Data…Where Does it Go?•Consumer Surveys data does not get rolled up into any other Googledata sets•It’s not used for retargeting•It’s used by our marketers to drive their own decision making Google Confidential and Proprietary 22
    23. 23. Targeting optionsGeneral population Gender, age & geo Custom audience• Country specific Internet • Gender, age, or geo- • Custom audience using a population specific (region or state) screening question• $0.10 per response per • $0.50 per response per • $0.50 per response per question question question• 1-3 days to complete • 1-3 days to complete • 3-7 days to complete Google Confidential and Proprietary 23
    24. 24. Question FormatsRating formats (supports 5 and 7 point scales) Google Confidential and Proprietary 24
    25. 25. Question FormatsImage choice formats Google Confidential and Proprietary 25
    26. 26. Question FormatsOpen-ended numeric, multiple choice and multiple-select(Open-ended text coming soon!) Google Confidential and Proprietary 26
    27. 27. Market Research Demo• https://www.google.com/insights/consumersurveys/examples Google Confidential and Proprietary 27
    28. 28. The 3 Things to RememberPublishers• Successful monetisation tool• Publisher controlled implementation• Great user experienceMarket Researchers• Fast• Accurate• Affordable Google Confidential and Proprietary 28
    29. 29. Get Involved in Our UK BetaPublishers• We’re looking for a few more beta partners to be a part of our offering: https://services.google.com/fb/forms/surveysforpublishers/ Or http://goo.gl/bPa8JMarket Researchers• UK research is available now through our UK users on our US sites.https://www.google.com/insights/consumersurveys/home• Get started today with a coupon! Come see me afterwards: Google Confidential and Proprietary 29
    30. 30. Thank you!www.google.com/insights/consumersurveys Google Confidential and Proprietary 30
    31. 31. Market Research Tool Screen Shots Google Confidential and Proprietary 31
    32. 32. Google Confidential and Proprietary 32
    33. 33. Google Confidential and Proprietary 33
    34. 34. Google Confidential and Proprietary 34
    35. 35. Google Confidential and Proprietary 35
    36. 36. Google Confidential and Proprietary 36

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