Survata Ad Study Shows Platform Weakness with Young Consumers

As covered by MediaPost and Marketing Dive, Survata recently released a study showing which ad platforms rank highly for trust, relevancy, buying, and discovery by consumers.

Digital advertising is one of the hottest markets across any vertical in the world, and is one of – if not the – best ways that brands large and small connect with consumers. However, at the same time, 2017 has proven that the market also is undergoing significant volatility in the news. From Facebook to YouTube to Google to Twitter, hardly any has been immune, and the others have faced questions about their advertising potential.

Market and Ad Research firm Survata wanted to know where and how consumers put their trust and faith in the major ad platforms. So, Survata had 1,000 consumers – broken out equally among age groups – evaluate the top ad platforms Facebook, Google, YouTube, Instagram, Twitter, Snapchat and Pinterest against each other in arguably the most important measure of “trust” along with four other key advertising categories. The categories included:

    1. Trust: Which platform are consumers most likely to trust?

    2. Experience: Which platform provides the most natural ad experience?

    3. Relevance: Which platform presents the most relevant ads?

    4. Commerce: Which platform are consumers most likely to buy something through an ad?

    5. Discovery: Which platform’s ads help them discover businesses that they wouldn’t otherwise?

Google and Facebook assuredly flexed their muscles in each category, but the study found that the youngest adult buyers gave significantly less favor to both – especially Facebook. Trust was not the social behemoths strong point. Google bested Facebook for most trusted overall by a reasonable margin, but data from the youngest group (18-24) showed that Facebook dropped precipitously in “trust” to its lowest ranking in any category or age group at fourth.

In fact, in every category, the youngest group was around half as likely to select Facebook compared to all other age groups. The drop off even seemed isolated to the this up-and-coming demographic, as it was the only age group that was dramatically different for Facebook compared to the other groups. The next-youngest age group (25-34) generally fell in line with the overall rankings, which signals that Generation Z not only presents a challenge for the duopoly, but also an opportunity for others.

THE FINDINGS
Ages 18-24 vs. Ages 25 and up

TRUST

BEST AD EXPERIENCE

MOST RELEVANT ADS

COMMERCE

DISCOVERY

The full findings were not all bad omens for Facebook and Google, though. Generally, the platforms that usually picked up the slack among the youngest demographic were Instagram and YouTube, subsidiaries of the formers respectively.

Other Insightful Findings:

    1. While relatively new to the ad game, Snapchat saw its best performance among the youngest age group. Its best-performing category by a wide margin was among 18-24-year-olds who named it as the most natural ad experience (14 percent).
    2. As previously noted, the 25-34 age group slightly favored Facebook. Facebook won every single category (even those that Google performed better), except for experience which went to Google.
    4. Instagram’s favor dropped precipitously after age 44.
    5. While it was expected that discovery and commerce were to be most closely linked, and the same for relevancy and trust, it was exactly opposite. The platform most likely to promote buying was surprisingly aligned with most likely to be trusted, and the converse was true for discovering new businesses and relevancy. Best ad experience was the outlier, as it was also the most competitive overall.

To learn more about Survata’s Ad Research solutions, please contact us.

Survata’s “Trends in Ad Measurement” Panel, moderated by The ARF

Survata "Trends In Measurement"

On Thursday, November 2nd, 2017, Survata sponsored “Trends in Ad Measurement”, a candid, information-packed panel discussion moderated by Paul Donato, Chief Research Officer at The Advertising Research Foundation (ARF) on the challenges and opportunities associated with the current state of Ad Measurement. Paul was joined by a panel of industry leaders in Ad Research:

    Dan Elddine – Global Programmatic Lead at Electronic Arts (EA)
    Guli Zhu – Head of Marketing Analytics at Square
    Matthew Karson – Associate Director, Digital Media at The Clorox Company
    Nemr Elsotary – Global Digital Strategy & Activation Lead at Airbnb
    Vadim Tsemekhman – Director of Product Management at WalmartLabs

Survata "Trends in Ad Measurement"

The panel discussed hot-topic issues in the industry including data quality, brand safety, and attribution. Another important topic was programmatic advertising, including the future of it and whether there is a shift to private marketplace or direct. The panel also discussed how marketers are getting ready for new privacy regulations set forth by The EU General Data Protection Regulation (GDPR).

Want to see what other insights were discussed? View the entire panel recording below and check out our photo gallery from the event here.

Hope to see you at our next event!

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To learn about about Survata Ad Research solutions, please contact us.

Survata at Attribution Accelerator with Microsoft

Survata at Attribution Accelerator

How Microsoft Measures Brand Equity in Digital Age

It’s not often that you hear the issue of brand equity discussed at an attribution conference, but in this age of digital advertising, many marketers and advertisers think there is a trade off between focusing on sales and conversion versus building brand equity. Microsoft’s Advertising Effectiveness Innovator Josh Billig sees that the rise of digital advertising and programmatic has often created too much focus on the short term pay off of ad investments, as opposed to the long term.

Digital advertising has made the pendulum swing too far toward only being concerned with driving sales and conversions, which doesn’t account for how digital advertising can be highly impacting on a company’s brand. And, while some question how much brand equity affects company performance these days, there’s little doubt that brand equity supports lifetime value. The trouble is, how do you measure its effect?

At the Attribution Accelerator conference last week, Survata CEO Chris Kelly had the opportunity to co-present with Josh, discussing how a tech-centered approach to Ad Research is essential to measuring the effect that a digital ad campaign has on building brand equity.

As Josh pointed out, if a brand is too closely focused on the short-term effect of digital advertising, then they’ll miss long-term revenue opportunities. But, with all of the rapid changes in the digital ad landscape – from programmatic to the explosion of new market research tools – most of the available market research solutions don’t have the capability to keep pace with technology. Many vendors may come to the table with a solution for measuring programmatic efficacy, but then it can’t measure the efficacy of a machine-learning algorithm that is constantly changing.

That’s why Microsoft turned to Survata, a market and ad research company that distinguishes itself because of its tech DNA. Microsoft requires a campaign measurement partner that can handle scale. For one of its upcoming campaign, Microsoft will serve 5 billion impressions in the U.S. alone across 40 publishers, scale at which a survey-panel or ad-banner approach cannot support.

Survata uses its Publisher Network to unlock premium content for survey-takers, drastically improving quality while also handling the scale Microsoft requires. Microsoft uses Survata for everything from defining its campaign objectives to optimizing campaigns in flight.

For a detailed look at how a brand the size of Microsoft measures its largest campaigns, watch Chris and Josh’s presentation below:

To learn more about our Ad Research solution, please contact us.

Advertising Week: Panel Highlights Ad Measurement in the Mobile Era

Survata at Advertising Week

Last week was America’s big marketing and advertising conference, Advertising Week, and no doubt that a lot of the buzz centered on the continued Russian ad scandal and Google’s YouTube mea culpa.

However, while those crises and respective responses are quite important to advertisers, it was the breakout panels where the significant issues that brands face day in and day out were discussed in detail.

Survata CEO Chris Kelly had to opportunity to participate on the “Measuring Up” panel, a discussion with other industry experts about the challenges of measuring ad and marketing campaign performance at a time when available data and touch points are exploding. As Chris pointed out, the growth of smartphones may indeed contain a wealth of new information to analyze, but it also has made it more difficult to build attribution models. And inherently, the politics behind the companies that offer different data types and slices can muddle the true insights even more.

While advertisers and marketers are facing tremendous pressure to extract and fuse tactical data from the online and offline world, there are some more promising and immediate opportunities. The introduction of new and more innovative uses for location and geospatial data has opened the door for marketers to map the customer journey both in the digital and physical world, as highlighted by Chris’s co-panelist Antonio Tomarchio, CEO of Cuebiq. Antonio even alluded to the opportunities when you combine this data type with survey data.

Here at Survata, we know firsthand about the power of understanding how customers interact with brands both online and in the physical world. As you may have seen, Survata recently announced its Customer Research solution set, which included a partnership with geospatial data firm SafeGraph. Now brands can anonymously identify customers in store, and then survey them later on when they appear on the Survata Publisher Network. This is in addition to our other solutions that get brands firsthand data from digital customers about any brand experience – including advertising campaigns.

Take a look at the video from the Ad Week panel “Measuring Up” below.

Survata at Advertising Week New York 2017

Survata at Advertising Week

Attending Advertising Week this year? Our CEO, Chris Kelly, will discuss with industry leaders new solutions and approaches to measuring the effectiveness of a modern advertising campaign. Come engage in a panel discussion with leaders in audience measurement as they explore both the opportunities and the challenges in today’s data ecosystem.

Moderated by Scott McDonald, President and CEO of The ARF, “Measuring Up” will take place Wednesday, September 27th, at 12:00 PM at the Target Media Network Stage.

Read the full Session Details>>

To learn more about our Ad Research solution, please contact us.

Survata Launches Customer Research Technology For Surveying Online and Offline Customers

Survata Customer Research

As covered by leading media outlets like Venture Beat, Survata has released a new solution to study offline and online customers. For additional insights, we have also partnered with Safegraph, a location data analytics platform to track in-store visits. Survata’s clients in eCommerce and with brick and mortar locations will be able to benefit from additional insights from their customers to complement their Ad Research and Market Research studies. Read the full release below:

Survata Launches Customer Research Technology For Surveying Online and Offline Customers
Company also partners with geospatial data firm SafeGraph

SAN FRANCISCO – September 2017 – Survata, the leading tech-driven media and research company, today launched Survata Customer Research, a new technology solution that allows brands to conduct customer research by finding and surveying online or offline customers on the Survata Publisher Network without interrupting a brand’s experience.

Conducting research by interviewing customers has long been a staple for brands to collect data for improving experiences, but traditional methods often introduce negative effects for brands. Site intercepts, pop ups that appear on a brand’s site, can decrease conversions by adding experience roadblocks and have trouble capturing visitors that bounce. Another common option, email surveys, often introduce response biases and are known to have low take-rates that can drive list atrophy.

However, Survata Customer Research has four distinct applications that avoid these issues by conducting interviews anonymously without personal identifiable information (PII) on the Survata Publisher Network while also providing more accurate results. The applications include:

Site-Visitor Retargeting By Specific Online Action:
Survata Customer Research enables brands to survey site visitors with zero interruption to the customer experience. Survata creates audience pools by tagging visitors based off an online action (cart abandonment, ad viewing, filled-out form, etc.), then “retargets” them with a survey when they reappear on Survata’s Publisher Network. At a time when brands are very sensitive to providing superior experiences, this approach allows them to get data on the issues important to them directly from visitors without adding any friction. Additional customer-research opportunities are also possible by accessing Survata’s integrations with data management platforms (DMPs).

Surveying Customer Lists Without Email:
Survata Customer Research enables brands to survey customers anonymously from their existing CRM list, without having to send email blasts. Brands supply a hashed email list, which is matched to online profiles, and then Survata finds the matched profiles in its Publisher Network to serve them the interview. This application allows brands to avoid large-scale email outreach that often lead to unsubscribes and have notoriously low and inaccurate response rates.

Analyzing Offline Behavior With In-Store Retargeting:
Brands aren’t limited to their online experiences to collect fast, accurate customer data. If a brand is working with an in-store analytics partner, Survata Customer Research integrates to get location-based insights from foot traffic. Ready-made for understanding offline behavior and customer-service performance, customers visit a business’s physical location, then Survata finds and serves them a mobile survey across the Publisher Network.

Survata also has signed a partnership with recently launched SafeGraph, the source of truth for human movement data, to enable survey targeting for offline customers.

“Industries like retail are looking for better understandings of their offline customer behavior, though often lack the quality and scale of data required,” said Auren Hoffman, founder and CEO of SafeGraph. “By combining our human movement data with Survata’s targeted surveys, retailers and other businesses can get the insights they need to adapt more effectively and efficiently.”

Offline Customer Research Post-Purchase:
Survata Customer Research integrates directly into purchase data allowing brands to find and survey confirmed customers. When a brand’s customers complete offline purchases linked to a loyalty program or other linked profile, Survata can match this information to conduct analysis on satisfaction, returns, loyalty cards and/or future spending habits.

Already proven in betas by a major international media organization and one of the world’s largest travel websites, the new Survata Customer Research Solution suite adds to Survata’s growing list of application suites. With applications for ad effectiveness, segment validation, ad testing and segment creation, the company recently introduced its Ad Research solution, which enables marketers and agencies to test, measure and alter advertising initiatives in real-time. Survata also has seen tremendous growth in its signature Market Research Solution solution, which includes applications for brand tracking, industry tracking, spending forecasting and behavior monitoring.

ABOUT SURVATA
Survata is a fast-growing technology company that provides brand intelligence to the world’s leading brands and agencies. Clients use Survata’s platform to talk to consumers after every touchpoint, from ad impressions and site visits to purchases and offline behavior. Survata integrates with the leading Data Management Platforms to enable powerful ad research, customer research and market research. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors, including YCombinator, SoftTech VC, PivotNorth Capital, IDG Ventures and Bloomberg Beta. Learn more at www.survata.com.

To learn more about our Customer Research solution, please contact us.

How Survata Clients are Shaping Markets

You read them in your daily life. You react to them to define your strategies. You use them to make your business case to customers in almost every marketing and sales effort. And, you may not even know that Survata was powering them.

Statistics powered by surveys are shaping and mapping business for every single market – whether it’s consumer or B2B. Survata is a leader in survey-powered thought-leadership, and many of our clients are driving the narratives.

We want to be your partner to help you seize the conversation. See how Survata clients have made waves in June in their respective industries.

*Public Relations: “Influencers Make Difference in Cause Marketing Campaigns” — O’Dwyer’s PR
Key Stat: 35 percent of adults engage with a cause because of an influencer

*Small Biz: “40 percent of small businesses have had cash flow issues within last year” — Small Business Trends

*E-Commerce: “Online Shoppers Deserve Better Than a Duopoly” — Bloomberg Opinion
Key Stat: 55 percent of online shoppers start on Amazon

*Personal Finance: “How Many Americans Are Living Paycheck to Paycheck” — CNBC
Key Stat: 49 percent of Americans are living by each paycheck

Start your own industry-defining study today by clicking here.

MediaPost, MarTech Advisor Highlight Survata DMP Partnerships as Key to Programmatic

Survata and Lotame

Media reports over the last year have underscored why it’s still the “Wild West” in programmatic, but Survata continues to pioneer new ways to bring clarity to programmatic ad effectiveness, segment validation, segment creation and audience profiling. And, now the media has taken notice.

On Friday, both MediaPost and MarTech Advisor spotlighted Survata’s partnerships with major data management platforms (DMPs), including Lotame, Salesforce Krux, Adobe and Oracle BlueKai. These reports followed recent coverage in AdWeek and MarTech Today.

Why the growing interest? Because Survata’s DMP integrations deliver results by measuring what works and doesn’t work in programmatic. As brands increase programmatic spend, digital ad costs continue to rise, and competition for consumers’ online attention span intensifies, reaching the right audience and getting better ROI have never been more important.

Learn how you can choose the right audience segments to target, create your own audience segments to target, and evaluate and optimize campaigns in progress.

Our Newest Partner: Lotame

Survata and Lotame

Survata is proud to announce our newest partnership with the leading independent data management platform (DMP), Lotame. This offers clients a seamless way to conduct custom research and activate against exact audiences.

“Appending behavioral and attitudinal data, in real-time, to self-reported data for instant insights into consumers’ engagements with a brand is the future of market research,” said Jennifer Hirt-Marchand, Partner of Research at midwest advertising agency Marcus Thomas. “Technological advancements are causing changes in consumer behavior, which is radically changing the way we collect and mine for audience insights. You used to have to choose between quality, speed and cost. With this partnership, we can conduct research faster with a common metric that brands understand to help them be more agile, more efficient — smarter.”

Survata can interview consumers who are in an advertiser’s segments, which lets marketers validate that third-party segments reflect what they intended to purchase. Survata’s publisher network has the requisite scale and Lotame has more than eight billion data points in these segments to enable this validation, creating a universal metric for the industry.

This server-to-server integration also allows for the seamless and objective tracking and measurement of survey responses, which can then be combined with other first-, second- and third-party data segments via the Lotame DMP. Marketers, agencies and publishers will be able to conduct segment validation and audience profiling as well as custom segment creation. Behavioral data can also be made available on survey respondents.

While most ad effectiveness campaigns must be set up prior to the launch, this partnership will enable users to measure for ad effectiveness at any time during a campaign, offering additional flexibility and insights into campaign performance.

“Our exclusive partnership on Segment Validation with Lotame is exciting for many reasons,” said Chris Kelly, Survata CEO. “This integration creates an industry standard for validating segments, so advertisers truly reach the audience they want to reach. Beyond that, brands, agencies and media companies can now easily access Survata’s other applications, such as ad effectiveness, via Lotame. We’re thrilled to enable marketers to save time and expand their capabilities with Lotame’s help.”

Using research to demonstrate they have the target audiences an advertiser wants, publishers will be able to respond confidently to requests for proposals (RFPs) and charge premium for their highly qualified inventory. Agencies will be able to target brands’ key audiences even more effectively by offering seamless, planning, execution, and measurement, removing the need for offline to online translation normally required when targeting consumers based on attitudes.

“Lotame is dedicated to empowering our clients to effectively complete as much of their advertising execution as possible within our single platform,” said Laura Lewellyn, Senior Director of Market Innovation at Lotame. “By partnering with Survata to launch a new ratings currency, we’re leading the charge for substantiated research segments. Clients can easily add more first-party research data to their data library and put it to action for their marketing plans, in essence extending DMP functionality to become a research and planning tool.”

Survata achieves Privacy Shield Certification

Privacy Shield

Survata is committed to protecting the privacy and security of our respondent data, which is why we welcomed the adoption of the new EU-U.S. Privacy Shield framework providing another mechanism for the transfer of personal data from the European Economic Area (EEA) to the US.

We applied to be certified under Privacy Shield and are happy to announce that we have now received certification.

We will work hard to maintain our Privacy Shield compliance and look forward to the success of the program. To learn more about our policy, please visit our privacy page.