Survata Study Uncovers Consumer Sentiment on Smart Speaker Sponsored Content

Read our exclusive release with Business Insider.
Download our full Smart Speaker Insights Sheet here.

Survata Study Uncovers Consumer Sentiment on Smart Speaker Sponsored Content
Apple HomePod Owners are Most Interested in Sponsored Content

In a study of 2,000 U.S. consumers, Market and Advertising Research and Measurement firm Survata today released findings on consumers’ sentiment toward receiving sponsored content on smart speakers, a growing consumer-device market. While the majority of consumers aren’t enthusiastic about experiencing more advertising, Survata found some interesting trends among the different smart-speaker brand owners.

Though they represented the smallest segment of smart speaker owners, Apple HomePod users are the most likely to be interested to hear about sponsored products or services (35 percent). That stands in contrast to Google HOME owners at 22 percent and Amazon Echo/Dot users at only 17 percent. In addition, Apple HomePod owners also were the most likely to think sponsored content would very positively affect their smart-speaker experiences (22 percent), compared to only 12 percent for Google HOME owners and 7 percent for Amazon Echo/Dot owners.

As brands and advertisers look to new ways to connect with potential customers, Survata also analyzed the types of sponsored content that consumers would find most helpful. Almost half (47 percent) thought restaurant sponsored recommendations would be helpful, with special events (41 percent), groceries (39 percent) and electronic products (37 percent) rounding out the top four.

The smart speaker study also uncovered some other notable findings, including:
23 percent: Ages 35-54 were the most likely group to be interested in sponsored content.
41 percent: High-frequency smart speaker users also were most likely to have interest in sponsored content.
38 percent: A plurality of consumers use their smart speaker 2-10 times a day.
72 percent: The most common task people use their smart speaker for is to listen to music, followed by checking the weather (54 percent) and asking questions or facts (52 percent).

For a full breakdown of all of the Survata Smart Speaker Study findings, you can view the full report here.

Survata conducted its Smart Speaker study in September 2018, interviewing 2,001 consumers. For more information on Survata’s methodology, please visit www.survata.com/methodology.

Download our full Smart Speaker Insights Sheet here.

Survats at Cynopsis Measurement & Data-Boot Camp

Survata was invited to teach at the upcoming Cynopsis Measurement & Data-Boot Camp in New York on November 7th. Our VP of Measurement, Jon Stewart, will be conducting a workshop titled “Maximizing your Programmatic Buy”. Measurement leaders from WPP, Facebook, Viacom, and Publicis will participate in this day-long event to build the essential, muscular foundation around how digital media is bought, sold, and measured.

Our session details:

Maximizing your Programmatic Buy
Programmatic media buying means that it’s easier for buyers to identify and evaluate their audiences across platforms, and easier for sellers to deliver the audiences that their clients want. But there’s still lots of murky water in the programmatic world that can lead to misspent money and lousy ROI. That’s why you need to attend this session.

Takeaways

Current best practices for the programmatic ecosystem
How to Assess your buy
How to Optimize the campaign
How to Evaluate results, from initial impression to conversion

Attending the boot-camp? Send us a note to connect.

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

Zappi and Survata Launch Real-Time Brand-Impact Measurement Application

Ad Pulse Allows Brands to Measure and Test Brand Lift During Ad Campaigns

BOSTON and SAN FRANCISCO, Oct. 30, 2018 — Today, Zappi, a leading consumer-insights automation platform, and top market and advertising research and measurement company Survata, announced Ad Pulse, an always-on attitudinal advertising metric that gives brands consistent brand-impact measurement for all of their advertising campaigns. Built on Zappi’s insights platform and directly powered by Survata, the world’s most advanced Ad Measurement platform with the industry’s largest consumer reach, Ad Pulse applies a uniform methodology to measure the brand impact of key brand metrics such as familiarity, awareness, consideration and usage. Brands now have a continuous and consistent way to know whether an ad drove brand impact on important key performance indicators (KPIs).

The launch of Ad Pulse comes at a time when brands need help to better understand ad spend return on investment (ROI). Brands are increasingly reluctant to rely solely on proxy metrics to measure digital spend and new research found that 76 percent of consumers exposed to digital ads do not recall seeing them. “Traditional behavioral metrics don’t always deliver meaningful insights,” said Lauren Palmer, Research Program Director for Corporate Advertising at IBM. “To ensure your digital advertising is effective and achieves strong ROI, it is critical to measure and optimize off the KPIs that really matter – those that are directly linked to your specific marketing objectives.”

“Zappi’s biggest brand clients have always used our platform to ensure their campaigns were the most effective, from concept to creative development, but they needed that same uniform consistency to measure the creative performance in action,” said Stephen Phillips, CEO of Zappi. “Ad Pulse will become the premier technology-driven solution to give brands certainty that their ads are driving brand impact.”

What differentiates Zappi Ad Pulse is that it operates in real-time, is scalable, and remains always-on. Brand-lift studies from the traditional, legacy players often are cost-prohibitive for smaller campaigns and come with a host of implementation issues. Ad Pulse has a seamless implementation and focuses on evergreen KPIs making brand measurement more accessible to all campaigns for any brand.

“Combining Zappi’s data science and automated insights capabilities with Survata’s Ad Measurement platform was a no brainer. This lets Zappi’s brand clients test all campaigns in an always-on fashion. It’s a consistent measurement currency for a campaign’s brand impact,” said Chris Kelly, co-founder and CEO of Survata. “We knew the industry was looking for an application that not only deploys simply and quickly, but also drives the exact measurements that brands need to compete in today’s noisy environment. Ad Pulse provides consistency for measuring the brand impact on every campaign’s brand impact.”

“Like P&G’s Mark Pritchard’s call for ubiquitous viewability measurement, our clients want ubiquity for measuring and tracking brand impact from advertising. While we previously provided this for pre-testing and in-context testing, now we’re expanding this measurement to inflight ads,” said Tiama HD Fowler, Executive Vice President for Strategic Product at Zappi. “With Ad Pulse’s launch, brands now can demand minimum brand impact measurements in the same way they did for viewability.”

To begin measuring your digital ads with Zappi Ad Pulse, click here.

ABOUT ZAPPI

Zappi is the world’s most powerful automated consumer insights platform. Zappi helps global brands make better decisions to drive business growth, shape product development, and enhance their advertising and branding efforts. Zappi puts the consumers at the heart of all your business decisions and eliminates risk. For more information, visit www.zappistore.com.

ABOUT SURVATA

Survata is a fast-growing measurement technology company that provides advertising measurement and market research to the world’s leading brands and agencies. The Survata platform provides the world’s fastest way to measure the branding impact of advertising and measure the behaviors and opinions of consumers. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors. Learn more at www.survata.com.

Survata at The ARF OTTxScience Conference with Branded Entertainment Group (BEN Group)

Today, OTT gives audiences more control over the content they consume. They pick the platform, the schedule and the genre of entertainment. And their numbers are growing. Within this changed landscape comes great opportunity for those who can stay ahead of the curve. Survata was invited to speak with our client, Branded Entertainment Group (BEN Group), to discuss how brands can build brand equity and measure their success in the OTT era.

Our session details:

How OTT Has Changed the Way People Consume TV and What It Means For Brand Building
October 18th, 2018 – 11 AM
Universal City, CA
As OTT rises and gains TV market share, advertisers cannot rely solely on traditional Linear TV for brand building. Discover the latest demographic and behavioral trends of OTT viewership along with how this is influencing the industry. What opportunities are arising from OTT viewership for building effective brand equity?

Speakers:

Aaron Frank – SVP Insights, Strategy and Marketing, Branded Entertainment Network (BEN Group)
Jon Stewart – VP Measurement, Survata

To see the full conference details, please visit The ARF’s website. Attending the conference? Send us a note to connect.

Survata at Advertising Week NY 2018

After our appearance last year, Survata returns to Adverting Week New York 2018. Our VP of Measurement, Jon Stewart, will be joining ARF’s Scott McDonald session on “Two Aspects of Data Integrity: Accuracy and Ethics”. The session will take place on Tuesday, October 2nd at 2:30 PM and will cover:

-Results of proof-of-concept testing on third-party data validation method.
-Release of the ARF Code of Research Ethics that has been in progress since March 2018.
-GDPR at five months in: what course the legislation has set advertising on and what are the implications of this direction.

Featured Speakers:

Pete Doe – Chief Research Officer, Clypd
Abby Mehta, Ph.D. – SVP, Marketing Insights & Media Analytics, Bank of America
Michael Schoen – VP, Marketing Services, Neustar
Jon Stewart – VP of Measurement, Survata
Scott McDonald, Ph.D. – President & CEO, ARF (moderator)

To learn more about this session, please visit the Advertising Week program.

Trends in Ad Measurement: Panel & Happy Hour – NYC 9/18/18

Join the NYC ad measurement community for a discussion addressing the challenges and opportunities with the current state of the ad industry on Tuesday, September 18th. Don’t miss an evening of networking and a panel of experts sharing their insights complemented by food, drinks, and conversation. Come prepared to learn about and discuss industry hot topics with a digital-forward focus including cross-channel measurement, attribution, brand impact, social, and sentiment analysis.

Our Panelists:

- Paul Gelb, Head of Programmatic @ Bayer
- Margo Arton, Sr. Director, Ad Effectiveness @ BuzzFeed
- And more to come!

Agenda:

6:00 – 7:00 PM: Registration and networking
7:00 – 8:00 PM: Panel discussion
8:00 – 9:00 PM: Continued networking

Location:

NoMad Loft
135 Madison Avenue 8th Floor
New York, NY, 10016

Register here >>

Webinar Recording – Accuracy Case Study: Panels vs. SurveyWalls

Accuracy Case Study: Panels vs. SurveyWalls

Thank you to the attendees to our 8/16/18 Greenbook Webinar, “Accuracy Case Study: Panels vs SurveyWalls”. Couldn’t attend? You can access the slides and the recording here.

We hope you can join us at a future Survata Webinar!

Interested in learning more about how Survata’s Publisher Networks yields higher response quality over in-person panels? Send us a note.

Webinar – Accuracy Case Study: Panels vs. SurveyWalls


Join us on Thursday, August 16, 2018 at 2 pm ET to find out if monetary incentives of panels could lead to bad data.

Survata will reveal the results of two market research studies (1 CPG, 1 Apparel) collected across both a panel and a SurveyWall to see which method offers better accuracy. Digital publishers want to monetize their content, and a simple SurveyWall can easily replace a paywall and allow consumers to access the premium content they desire by answering survey questions. Unlike traditional panels where survey respondents are compensated, a SurveyWall is a cashless transaction that can benefit the researcher, the survey respondent, and the digital publisher.

Register today to:

-Understand the difference between an in-person panel and online SurveyWalls
-Review the results of a study to see which method yields better accuracy
-Understand how different incentive systems can affect data quality

We will answer these questions:

-How do SurveyWalls differ from other offer walls?
-Can you determine feasibility of sample from a SurveyWalls vs. panel?

Save your seat >>

Survata At The 2018 ANA Digital & Social Media Conference

Join Survata at the 2018 ANA Digital & Social Media Conference in Rancho Palos Verdes, CA July 25th – 27th. The event will feature top CMOs and key marketing leaders who will cover important topics such as AI, influencer marketing, ad measurement, and brand safety in the digital space.

Survata will be right in front of the center of the main hall (Booth #4). Join us as we have a special product demo on how advertisers can conduct real-time Brand Lift studies to optimize their campaigns in-flights.

Planning on attending? Send us a note to connect at ANA.

Survata ‘Tech Trust Index’ Finds Tech Brands Consumers Trust Most with Their Data

Amazon takes top spot by wide margin, but technology least-trusted sector

In a study of more than 2,600 consumers released exclusively with Business Insider, market and advertising research firm Survata today released its “Tech Trust Index,” a ranking of the top 15 tech brands most trusted by consumers’ with their personal data.

The Index, which asked consumers to rate many of the most well-known tech brands from one to five (one being most trusted; five being least trusted), found that Amazon was by far and away the most-trusted tech brand with an average score of 1.87. Amazon was the only company with a rating under two (2), with Paypal coming in second place with a 2.05 average rating.

The rest of the top 15 ranked as follows: Microsoft (2.13), Apple (2.26), IBM (2.41), Yahoo (2.43), Google (2.53), YouTube (2.58), eBay (2.78), Pandora (2.88), Facebook (2.90), Linkedin (2.97), Spotify (3.16), AOL (3.20) and Instagram (3.24).

Facebook, which recently has been at the center of a lot of consumer data controversy, seemed to create the most polarization among consumers, as they overwhelmingly either ranked it as most trusted (1) or least trusted (5).

In addition to identifying the top 15 most-trusted tech brands, Survata also studied consumers on a number of other questions regarding their data preferences. Those results include:

    -58 percent of consumers would not pay a tech platform a nominal fee to avoid it using their data. Only 8 percent said they would, with 34 percent unsure.

    -A surprisingly large one-third (33 percent) of consumers value the convenience technology adds to their lives more than their data privacy. However, the youngest age group (18-24) was the most likely (42 percent) to value convenience more than data privacy.

    -The consumer-technology sector was the least-trusted sector by consumers, even losing significantly to retailers, which have had their own battles with high-profile breaches. Unsurprisingly, healthcare was the most-trusted sector.

    -Nearly 70 percent of consumers think they should control when and how a public tech platform uses their data, even if they voluntarily put that data on that platform.

Survata conducted its Tech Trust Index study from April 23-26, interviewing 2,601 consumers. For more information on Survata’s methodology, please visit www.survata.com/methodology.