The document discusses the challenges of cross-media research as media consumption becomes more complex with digital acceleration. It outlines Google's four-pronged approach to help through investment, partnership, resources, and experimentation. Three examples are provided: the AFI Index measuring cross-media effectiveness, media efficiency panels linking media to purchases, and internet-mobile panels measuring online behavior across devices. Google asks the industry to partner in accelerating commitments to solve the significant cross-media research challenges.
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Meeting Cross Media Research Challenges
1. Meeting the Challenges of
Cross Media Research
Lunch Keynote
Owen Charlebois Elissa Lee, Ph.D.
Global Manager, Advertising, Group Manager,
Marketing and Media Research Quantitative Measurement
Google Inc. Google Inc.
2. Meeting The Challenges of
Cross Media Research
ARF AM6.0 Conference
June 14, 2011
2 Google Confidential and Proprietary
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
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4. If cross media research is
challenging today, imagine how
much more Complicated It will
be in 2020
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6. Digital Revolution in Context
Distribution and
Information Commerce Communication
“Read” “Buy” “Talk”
1994 1998 2000 2003 2006 2010
Users 77M 400M 500M 1B 1.9B
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8. Internet
users 2010 1.9B
worldwide
Mobile
2010 5B
subscribers
Digital
information
in the world 2010 800 exabytes
–
videos, photos,
music, texts, etc.
Google Confidential and Proprietary 8
9. So what will 2020 look like?
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10. Internet 2010 1.9B
users
worldwide 2020 5B
Mobile 2010 5B
subscribers 2020 10B
Digital
information 2010 800 exabytes
in the world
– 2020 53 zettabytes
videos, photos,
music, texts, etc.
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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
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12. This is just the digital side …
offline is changing just
as profoundly
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13. Offline Media Changes
Tablets, mobile video, place-based video Interactivity,
addressability Google TV, Apple TV, IPTV
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14. So how do we
navigate this
complexity to
help advertisers
engage
consumers?
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15. We MUST find a way to meet
the cross media research
challenge
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17. Making Progress
Cross media research services | Industry organization progress
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18. Cross Media Research Services
Audience insight services | Ad effectiveness services
Media efficiency services
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19. Industry Organization Progress
Harmonizing metrics | Setting measurement standards
Funding experimentation | Coalescing effort/investments
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28. Partnership
• Industry organization support
• Key stakeholder collaboration
• Joint research projects
• Participate in industry initiatives
• Information sharing
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29. Investment + Resources
• Dozens of research vendor partners
• Increasing investments
• Open to new ideas, initiatives
• High quality, open data and research
• Cloud based resources
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31. Three Examples
of cross media research initiatives that illustrate
Google’s commitment to cross media research
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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
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33. Two Types of Single
Source Panels
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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
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35. Media Efficiency Panels
Germany Status: Currently Media + Purchase Sample size of
Operating data 5,000 HHs
Netherlands Status: Currently Media + Purchase Sample size of
Operating Exploring data 6,000 HHs
additional media
services in 2012
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36. Internet-Mobile Panels
Online behavior Metered
5 countries
across devices measurement
Panel sizes =
Launch late Q4
1,000-3,000
2011
per country
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37. Much more needs to be done …
By Google, by the Industry
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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
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