Live Web Data Collection: Trends, Challenges & Life Beyond the Pop-up

Transcription

1 Live Web Data Collection: Trends, Challenges & Life Beyond the Pop-up

2 What s Important in Digital Data Collection? Understand Consumer Exposure History Effective Sampling Plan Integrate Data Sources Be Transparent 2

3 2 Key Questions in Ad Effectiveness Research Were the brand s ads seen by the target market? Were those ads effective? How is Ad Exposure traditionally determined? Probability or opportunity for exposure Self reported ad recall 3

4 data collection in the digital world offers a more precise approach 4

5 technically verifiable ad exposure tells us: WHAT WHEN WHERE HOW What ad(s) a person was exposed to When they were shown the ad(s) - timestamps for exposure Where they were shown the ad(s) website How many times they were shown the ad(s) frequency Compatibility with all major agency/ad serving technologies is critical 5

6 Mobile Video Gaming Viral Campaigns Homepage takeovers Instant Messenger Micro-sites Widgets Podcasts Multi Platform 6

7 Brand Tracker Digital Overlay Rely on actual tracking rather than just recall to understand digital impact on attitudes/behavior Quantify if respondents have been exposed to: Online advertising (banners, rich media, branded skins, ) Emerging media (video, mobile, gaming, podcasting, social media elements) Client websites and microsites/sponsorships 7

8 Data Collection Technology Extends to Mobile Mobile Search LBS Release in Near Future Mobile Web SMS MOBILE ADVERTISING OPTIONS Mobile Gaming Apps Currently established in market IVR Mobile Video 8

9 Will passive data collection kill questionnaires? Getting respondents to fill out actual survey still critical Symbiotic partnership between new technology and traditional research Surveys attach meaning to passive data Compelling, fresh invitations are key Audience Specific Site Branded Keep it Simple Delicate balance in live recruiting: Secure the sample.. DON T Alienate & Annoy No mind-reading applications, yet 9

10 Best Practices 10 Challenging Changes Required Shorter surveys to match shrinking attention spans Survey Design: Partial Data vs. No Data? Mobile devices = small footprints Flash enhanced formats keep respondents engaged Appropriate, effective incentives

11 Beyond the Pop-up: -Improved Invitations Floating Layer Invitations Expandable banners & Full page interstitials Targeting and external screening Flash enhanced format In-banner Polling Slide Up Technology Social Integration 11

12 Hybrid Data Collection Sampling Blend live recruitment with Panel Real time media exposure + Detailed profiling Additional layer of value and targeting capability for panel respondents Expanded opportunity for sample sales. Integrate 12

13 Panel Data Integration Server based ad indication data fuels PANEL data: Fuel Brand Trackers with full digital exposure data integrated with panel sample: Survey based ad indication and attitudinal data fuels your BEHAVIORAL data: Correlate behavior on client site(s) with previous ad exposure or brand attitudes: 1) Cookies used to track client s digital assets live on the web 2) Panel member responds to client survey invitation 1) Safecount technology tracks client s digital asse detects ts live on the web 2) 3 rd party data group places 1x1 pixel on survey to pass member ID Member ID 3) Online exposure data read and seamlessly passed to survey 4) Research company pulls exposure info into database for analysis 3) Live intercept respondent takes survey member ID passed to 3 rd party 4) Exposure/attitude data meshed with behavioral data via member ID 13

14 Foundation of Trust Openness and Transparency Better to be upfront than to risk backlash. Full disclosure builds & strengthens trust It just makes sense 65% Proportion of consumers who say they would take more surveys if they knew their data was safe... 14

15 Best Approach: Take the fear out Consumer / Respondent Education: 1. How to view your cookie information 2. Why do pop ups exist 3. Manage your survey experience Consumers can also see exactly how they re being tracked and view the ads they saw as part of research studies. 15

16 Powering live digital research 2.5 billion ad impressions tracked per week 5 million live web survey respondents per year Live data collection protocol mapped across over 2,000 partner publishers 6,500+ ad campaigns measured across 27 digital platforms Specialty platforms for mobile, social, streaming radio, IVR Perform data collection for 15 different research groups 16

17 Andy Greene Director, Safecount Austin Tel: Mobile: Fax: