october 2011 webinar: beyond the traditional
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TRANSCRIPT
Beyond the Traditional How do your digital campaigns measure up?
Kyle Gollins
Client Development Manager
Research Now, Media Division - Americas
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Obtain a universe of insight
ADimensionTM
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What Makes ADimension Unique
ADimension
Single Sourced Panel Based Solution
Ad Tracking with direct measurement technology
Combines Audience Measurement, Panel and Survey Data
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Over a decade of experience in online sampling and data collection
22 offices worldwide
More than 1,000 employees
Canada Research Now Operating the world’s leading global online research panels
Trusted by 95% of the worlds top market research firms
Trusted and Responsive Panels
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Global data collection architecture
handling hundreds of billions of
transactions per month
Used by tens of millions of web
destinations worldwide
Canada Quantcast “The de facto standard for measuring web audiences”
10 of the top 10 media agencies use Quantcast
Gold Standard in Audience Measurement
240+ Million U.S. Internet Users
500+ Billion / Month
100+ Million 14+ Billion Daily
seen more than 800x per month, and over 1.3 Billion worldwide
directly measured web destinations
consumption events directly recorded
media consumption events per month
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Research Now Panel Overview
Over 6 million members worldwide
Covering 38 Countries
Localized member portals
Over 3.2 million US members
1.5 millions US panelists opted-in for ad tracking
Recruited from 300+ partners
Industry leading response rates
Consumer, Business Professional, Healthcare and Specialty Audience targeting
Over 350+ target criteria
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Recruitment Methodology
“By-invitation-only” recruitment
We partner with globally recognized brands to invite individuals into the panel.
Individuals have pre-existing relationships with the company that invited them.
This recruitment approach allows us to:
access hard-to-reach consumer and business audiences
build a well-rounded, normalized panel
ensure higher quality panelists.
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Research Now Partners with Leading Brands
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ADimension - Gaining the whole picture Combining Audience Measurement with Opt-in Panels
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ADimension Addresses Previous Challenges
Challenge Solution
Cookie Deletion Frequent cookie drops by multiple
publishers reduces panel churn and
allows panel provider to gain legacy
data before they drop a new cookie or
between cookie clearance
Tracking individual users
exposure across multiple
computers
Minimized by “cookieing” all
machines to ensure panelist will be
tracked on their exposure regardless
of what machine they use
Non-response Bias Campaign universe definition for
weighting is based on all individuals
exposed not just the survey
respondents
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Requirements For Panel Based Solutions
Key Requirements Research Now Solution
Widely accepted by online publishers.
Quantcast’s service widely used throughout the industry
Large opt-in Panel for ad tracking.
Research Now maintains the largest panel in the industry and have over 1.5 million panellists opted-in to track their ad exposure.
High Response Rates Research Now has some of the highest response rates in the industry, on average 15-30%, which is 50 times higher than intercept recruitment.
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Requirements For Panel Based Solutions
Concerns with multi-sourced panels
Research Now Single-sourced Panel Solution
Duplication. Utilizing cookied panels across several providers opens up the risk of surveying the same person more than once
Due to the vast size of our cookied panel, our respondents come from a single source with proven de-duplications measures
Lack of control due to finite resources. With a limited number of respondents cookied across multiple panels, providers of ad measurement tools are competing for panelists to survey, creating complexities that have yet to be addressed.
Research Now’s solution is powered by our own proprietary panels, which enables us to have complete control over the survey fielding and sampling process.
Data Quality. Sourcing respondents from multiple panels creates quality issues due to inconsistencies in panel management and recruitment processes.
Research Now has earned a reputation for delivering the highest quality respondents in the industry. Our cookied panel members are permission-based and future proofed against internet privacy regulations
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Step 1
First, we review your media plan with you and find out exactly what you need to know.
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Step 2
We embed tags in your online creative to capture campaign details.
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Step 3
Every time a panelist is exposed to your ad, we log it
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Step 4
We add rich demographic profiling data on exposed panelists
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Step 5
Tailored surveys are sent to exposed and unexposed panelists
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How it works – Step 6
Combined data sets are delivered for you to derive insights
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Questions?
Kyle Gollins
Research Now, Media Division - Americas
212-805-2809