ad:tech London 2012 Two Birds, One Stone - A New Methodology for Online Survey Research Amy Adams Harding, Head of Publisher Relations, Google Inc

1. Google Consumer Surveys
Monetisation Through
Microsurveys
Amy Adams Harding
Head of Publisher Development
www.google.com/insights/consumersurveys
Google Confidential and Proprietary 1

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
Google Confidential and Proprietary 2

3. The Rise of the Paywall
In 2010, a guy named Paul saw this chart
60000
50000
40000
30000
20000 Online
Print
10000
0
2003 2004 2005 2006 2007 2008 2009 2010
Pew Research Center's Project for Excellence in Journalism - 2011 State of the News Media Google Confidential and Proprietary 3

4. A Similar Situation in the UK
UK Local and Regional Press Annualized Revenue (£m)
5000
4000
3000
2000
Copy
1000 Display
Classifieds
0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Enders Analysis estimates based on Advertising Association/WARC data Google Confidential and Proprietary 4

5. GCS Ecosystem
Google Confidential and Proprietary 5

6. Publisher and User Experience Overview
Our 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. Microsurveys are Inline to Content
Google Confidential and Proprietary 7

8. User Experience Demo
• http://www.newtondailynews.com
• http://www.startribune.com/galleries/158512925.html
Google Confidential and Proprietary 8

9. Image Gallery Implementation
Google Confidential and Proprietary 9

10. Alternate Action Unit Examples
Google Confidential and Proprietary 10

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. A Better User Experience?
Back that up with some data!
Google Confidential and Proprietary 12

13. Publisher Controls
Publisher 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
Google Confidential and Proprietary 13

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. So, What About the Market Research Side?
Google Confidential and Proprietary 15

16. Overview: What is GCS Market Research?
A new approach to online research
• Fast
• Accurate
• Affordable
Google Confidential and Proprietary 16

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. 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. 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. 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. 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. Speaking of Data…
Where Does it Go?
•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
Google Confidential and Proprietary 22

23. Targeting options
General 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. Question Formats
Rating formats (supports 5 and 7 point scales)
Google Confidential and Proprietary 24

25. Question Formats
Image choice formats
Google Confidential and Proprietary 25

26. Question Formats
Open-ended numeric, multiple choice and multiple-select
(Open-ended text coming soon!)
Google Confidential and Proprietary 26

27. Market Research Demo
• https://www.google.com/insights/consumersurveys/examples
Google Confidential and Proprietary 27

28. The 3 Things to Remember
Publishers
• Successful monetisation tool
• Publisher controlled implementation
• Great user experience
Market Researchers
• Fast
• Accurate
• Affordable
Google Confidential and Proprietary 28

29. Get Involved in Our UK Beta
Publishers
• 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:
Google Confidential and Proprietary 29

30. Thank you!
www.google.com/insights/consumersurveys
Google Confidential and Proprietary 30

31. Market Research Tool Screen Shots
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