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Google Consumer SurveysMonetisation Through Microsurveys

Amy Adams HardingHead of Publisher Development

www.google.com/insights/consumersurveys

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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

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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

Print

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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

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GCS Ecosystem

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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

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Microsurveys are Inline to Content

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User Experience Demo

• http://www.newtondailynews.com

• http://www.startribune.com/galleries/158512925.html

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Image Gallery Implementation

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Alternate Action Unit Examples

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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

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A Better User Experience? Back that up with some data!

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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

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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

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So, What About the Market Research Side?

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Overview: What is GCS Market Research?

A new approach to online research

• Fast

• Accurate

• Affordable

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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

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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

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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

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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…

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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

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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?

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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

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Question FormatsRating formats (supports 5 and 7 point scales)

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Question FormatsImage choice formats

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Question FormatsOpen-ended numeric, multiple choice and multiple-select

(Open-ended text coming soon!)

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Market Research Demo

• https://www.google.com/insights/consumersurveys/examples

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The 3 Things to Remember

Publishers

• Successful monetisation tool

• Publisher controlled implementation

• Great user experience

Market Researchers

• Fast

• Accurate

• Affordable

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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:

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Thank you! www.google.com/insights/consumersurveys

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Market Research Tool Screen Shots

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