two birds, one stone - a new methodology for online survey research
DESCRIPTION
ad:tech London 2012 Two Birds, One Stone - A New Methodology for Online Survey Research Amy Adams Harding, Head of Publisher Relations, Google IncTRANSCRIPT
![Page 1: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/1.jpg)
Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Google Consumer SurveysMonetisation Through Microsurveys
Amy Adams HardingHead of Publisher Development
www.google.com/insights/consumersurveys
![Page 2: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/2.jpg)
Google Confidential and Proprietary 2Google Confidential and Proprietary 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 us
1. Agenda item 1
![Page 3: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/3.jpg)
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
The Rise of the PaywallIn 2010, a guy named Paul saw this chart
Pew Research Center's Project for Excellence in Journalism - 2011 State of the News Media
2003 2004 2005 2006 2007 2008 2009 20100
10000
20000
30000
40000
50000
60000
Online
![Page 4: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/4.jpg)
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
A Similar Situation in the UKUK Local and Regional Press Annualized Revenue (£m)
Source: Enders Analysis estimates based on Advertising Association/WARC data
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
1000
2000
3000
4000
5000
Copy
Display
Classifieds
![Page 5: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/5.jpg)
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
GCS Ecosystem
![Page 6: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/6.jpg)
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Publisher and User Experience Overview
• 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
Our idea: let users choose how to access and/or pay for content
![Page 7: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/7.jpg)
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Microsurveys are Inline to Content
![Page 8: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/8.jpg)
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
User Experience Demo
• http://www.newtondailynews.com
• http://www.startribune.com/galleries/158512925.html
![Page 9: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/9.jpg)
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Image Gallery Implementation
![Page 10: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/10.jpg)
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Alternate Action Unit Examples
![Page 11: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/11.jpg)
Google Confidential and Proprietary 11Google Confidential and Proprietary 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
![Page 12: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/12.jpg)
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
A Better User Experience? Back that up with some data!
![Page 13: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/13.jpg)
Google Confidential and Proprietary 13Google Confidential and Proprietary 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 users
Publisher 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
![Page 14: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/14.jpg)
Google Confidential and Proprietary 14Google Confidential and Proprietary 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
![Page 15: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/15.jpg)
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
So, What About the Market Research Side?
![Page 16: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/16.jpg)
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Overview: What is GCS Market Research?
A new approach to online research
• Fast
• Accurate
• Affordable
![Page 17: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/17.jpg)
Google Confidential and Proprietary 17Google Confidential and Proprietary 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
![Page 18: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/18.jpg)
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Accurate-Google Powered Respondent Data• Technology driven demographics
• 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
Panel validated, with 80-90%+ accuracy for age and gender
![Page 19: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/19.jpg)
Google Confidential and Proprietary 19Google Confidential and Proprietary 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
![Page 20: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/20.jpg)
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Who is Running GCS?
• Fortune 100 market researchers
• Start ups
• SMBs
• Creative agencies
• Marketing and digital advertising teams
• Ad agencies
• Journalists
• Political campaigns
• Newsrooms
• PR firms
• Non profits
• etc…
![Page 21: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/21.jpg)
Google Confidential and Proprietary 21Google Confidential and Proprietary 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
![Page 22: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/22.jpg)
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Speaking of Data…
•Consumer Surveys data does not get rolled up into any other Google data sets
•It’s not used for retargeting
•It’s used by our marketers to drive their own decision making
Where Does it Go?
![Page 23: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/23.jpg)
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
General population Gender, age & geo Custom audience
Targeting options
• Country specific Internet population
• $0.10 per response per question
• 1-3 days to complete
• Gender, age, or geo-specific (region or state)
• $0.50 per response per question
• 1-3 days to complete
• Custom audience using a screening question
• $0.50 per response per question
• 3-7 days to complete
![Page 24: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/24.jpg)
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Question FormatsRating formats (supports 5 and 7 point scales)
![Page 25: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/25.jpg)
Google Confidential and Proprietary 25Google Confidential and Proprietary 25
Question FormatsImage choice formats
![Page 26: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/26.jpg)
Google Confidential and Proprietary 26Google Confidential and Proprietary 26
Question FormatsOpen-ended numeric, multiple choice and multiple-select
(Open-ended text coming soon!)
![Page 27: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/27.jpg)
Google Confidential and Proprietary 27Google Confidential and Proprietary 27
Market Research Demo
• https://www.google.com/insights/consumersurveys/examples
![Page 28: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/28.jpg)
Google Confidential and Proprietary 28Google Confidential and Proprietary 28
The 3 Things to Remember
Publishers
• Successful monetisation tool
• Publisher controlled implementation
• Great user experience
Market Researchers
• Fast
• Accurate
• Affordable
![Page 29: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/29.jpg)
Google Confidential and Proprietary 29Google Confidential and Proprietary 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/bPa8J
Market 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:
![Page 30: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/30.jpg)
Google Confidential and Proprietary 30Google Confidential and Proprietary 30
Thank you! www.google.com/insights/consumersurveys
![Page 31: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/31.jpg)
Google Confidential and Proprietary 31Google Confidential and Proprietary 31
Market Research Tool Screen Shots
![Page 32: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/32.jpg)
Google Confidential and Proprietary 32Google Confidential and Proprietary 32
![Page 33: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/33.jpg)
Google Confidential and Proprietary 33Google Confidential and Proprietary 33
![Page 34: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/34.jpg)
Google Confidential and Proprietary 34Google Confidential and Proprietary 34
![Page 35: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/35.jpg)
Google Confidential and Proprietary 35Google Confidential and Proprietary 35
![Page 36: Two Birds, One Stone - A New Methodology for Online Survey Research](https://reader034.vdocuments.us/reader034/viewer/2022052619/555953cad8b42a93708b47bd/html5/thumbnails/36.jpg)
Google Confidential and Proprietary 36Google Confidential and Proprietary 36