Meeting Cross Media Research Challenges
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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 Google Confidential and Proprietary 3
- 4. If cross media research is challenging today, imagine how much more Complicated It will be in 2020 Google Confidential and Proprietary 4
- 5. The Acceleration of Everything Google Confidential and Proprietary 5
- 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 Google Confidential and Proprietary 6
- 7. Digital Revolution Google Confidential and Proprietary 7
- 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? Google Confidential and Proprietary 9
- 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. Google Confidential and Proprietary 10
- 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. This is just the digital side … offline is changing just as profoundly Google Confidential and Proprietary 12
- 13. Offline Media Changes Tablets, mobile video, place-based video Interactivity, addressability Google TV, Apple TV, IPTV Google Confidential and Proprietary 13
- 14. So how do we navigate this complexity to help advertisers engage consumers? Google Confidential and Proprietary 14
- 15. We MUST find a way to meet the cross media research challenge Google Confidential and Proprietary 15
- 16. $25Billion 5% efficiency improvement Google Confidential and Proprietary 16
- 17. Making Progress Cross media research services | Industry organization progress Google Confidential and Proprietary 17
- 18. Cross Media Research Services Audience insight services | Ad effectiveness services Media efficiency services Google Confidential and Proprietary 18
- 19. Industry Organization Progress Harmonizing metrics | Setting measurement standards Funding experimentation | Coalescing effort/investments Google Confidential and Proprietary 19
- 20. Given The Challenges Ahead, We Need to Do More Google Confidential and Proprietary 20
- 21. The challenge ahead is too big for any one organization to manage on its own Google Confidential and Proprietary 21
- 22. So how is Google trying to help? Google Confidential and Proprietary 22
- 23. Google Is Trying To Help In 4 Ways Investment + Principles Partnership Resources Experimentation 1 2 3 4 Google Confidential and Proprietary 23
- 24. Marketplace Principles: What An Ideal Future Cross Media Research Market Would Look Like Google Confidential and Proprietary 24
- 25. Vigorous Restless, Constant change Competitive Collaborative Innovation, Experimentation, Risk-Taking High Quality Open, Ubiquitous data Different ownership/business models Flexible, Adaptive Google Confidential and Proprietary 25
- 26. Product/Service Principles: What cross media research services would ideally look like? Google Confidential and Proprietary 26
- 27. Massive scale Integrated Customer influence Transparency Neutrality Global Cloud based Open APIs Respectful of consumers Google Confidential and Proprietary 27
- 28. Partnership • Industry organization support • Key stakeholder collaboration • Joint research projects • Participate in industry initiatives • Information sharing Google Confidential and Proprietary 28
- 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. Experimentation • Innovate • Initiate • Iterate Google Confidential and Proprietary 30
- 31. Three Examples of cross media research initiatives that illustrate Google’s commitment to cross media research Google Confidential and Proprietary 31
- 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. Two Types of Single Source Panels Google Confidential and Proprietary 33
- 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. 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 Google Confidential and Proprietary 35
- 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. Much more needs to be done … By Google, by the Industry Google Confidential and Proprietary 37
- 38. Next Steps….Our Ask Google Confidential and Proprietary 38
- 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. Partner with Us Google Confidential and Proprietary 40
- 41. For more information contact: charlebois@google.com elissalee@google.com 41 Google Confidential and Proprietary