“Trends in Ad Measurement” NYC moderated by Chris Kuist, from The IAB.

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After our first successful panel in San Francisco, Survata was happy to host “Trends in Ad Measurement” in New York. Moderated by Chris Kuist, Sr. VP of Research and Impact at the IAB, and joined by a panel of brand leaders in Ad Research:

-Alissa Tofias – Director of Digital Marketing at HBO
-Jonny Silberman – Director of Digital Strategy & Innovation at Anheuser-Busch InBev
-Kristina Kaganer – Director of Global Data Strategy at Coty
-Rudy Grahn – EVP of Business Intelligence at VM One – Zenith

The event took place on Thursday, February 8th, 2017 in Chelsea. The panel discussed trending topics from the industry, including brand safety, attribution, and viewability. On the issue of data quality, “the industry needs to come together” said Jonny Silberman. “We know we have to ask questions, but we don’t know what to ask”, said Kristana Kaganer.

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 Survata event!

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

Audience Validation: The Next Step In Programmatic Quality

Survata presented at the Programmatic World Forum in San Francisco on the future of audience data quality. We were joined by our client Ian Kurtz from AKQA on the “Who” question in programmatic advertising. Do the audiences actually contain who data partners say they contain? Marketers are craving more confidence in the data they’re using every day. They want to know their targeting is more effective than a coin toss, especially since advertisers are spending over $1bn in programmatic media.

We touched on Survata’s forward-looking view of Audience Validation and how we’re helping brands and agencies like AKQA tackle the issue of data quality. Imaging interviewing consumers in different programmatic segments and measuring the actual on-target percent. If you are looking for “moms” for your next campaign, you can log into your DMP and select the data provider that has the most accurate audience. This is the next step in programmatic quality.

See our full presentation below:

CHRIS KELLY, SANDY KANG & IAN KURTZ – PROGRAMMATIC INSIGHTS & MEASUREMENTS from World Forum Disrupt on Vimeo.

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

Trends in Ad Measurement NYC – Panel & Happy Hour on 2/8/2018

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After our successful event in San Francisco, Survata is bringing “Trends in Ad Measurement” to NYC on Thursday, February 8th, 2018. Enjoy an evening of networking and expert insights complemented by food, drinks, and conversation.

Moderated by Chris Kuist, Sr. VP of Research and Impact at the IAB, and joined by a panel of industry leaders in Ad Research:

-Alissa Tofias – Director of Digital Marketing at HBO
-Jonny Silberman – Director of Digital Strategy & Innovation at Anheuser-Busch InBev
-Kristina Kaganer – Director of Global Data Strategy at Coty

We will discuss ways hot topics in the industry including programmatic, brand safety, attribution, and brand lift.

Thursday, February 2nd, 2018

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

Helen Mills Gallery in Chelsea – 137 W 26th Street, NY NY 10001 (Between 6th and 7th Avenue)

Register Today >>>

We hope to see you there!

Inaccurate Segments May Be Costing Advertisers Billions

Survata AdExchanger
Our CEO Chris Kelly was featured as a guest writer on AdExchanger’s “Data-Driven Thinking” column, calling for more Segment Validation in Programmatic Advertising. Read the full piece below:

Inaccurate Segments May Be Costing Advertisers Billions

We’ve all read the doom-and-gloom news about programmatic problems, from YouTube’s brand safety issues to brand advertisers culling their spending and companies like Chase maintaining performance with drastically reduced ad placements. We’ve seen death prognostications of programmatic as the future of digital marketing, then even the death to the death of programmatic predictions. Dizzying.

The one good thing resulting from the discussion has been the honest reflections on how programmatic can grow up.

However, that’s where it largely stopped, and I can’t help but notice that we only addressed half of the equation. While the industry collectively groaned about the “where” within programmatic advertising – where the ads show up – we haven’t sufficiently reflected on its “who,” as in who is seeing the ads.

Do the audience segments that power programmatic contain who they’re labeled to contain?

It’s a fair question. As New York Times CEO Mark Thompson recently wondered, “When we say a member of the audience is a female fashionista aged 20 to 30, what’s the probability that that’s actually true?”

The reality is that it may be quite low. We’ve been so consumed with brand safety and fixing programmatic spray-and-pray approaches that we haven’t really thought about segment validation. Are we sure a segment of “in-market SUV buyers” contains a larger percentage of buyers than a randomized control group? How can we prove that?

Perhaps this “who” question is programmatic’s next dirty little secret. Data scientists creating segments have many economic incentives to make a segment larger, but few to make it more accurate. And they’re allowed to sell it as a black box. Under these circumstances, we can’t expect consistently accurate audiences.

So, how can we get ahead of this issue before it rises to “crisis” levels, like the brand safety scandals?

The first step is admitting there is a problem. Based on industry chatter, we’re already in the first phases. It’s time to dig in and ask tough questions.

Sanity Check, Please

Sometimes the math behind a segment just isn’t there. I’ve seen a segment that supposedly contained small US business owners that was larger than the Census Bureau’s count of small business owners, multiplied by any reasonable device-per-person ratio. Even if you ignore the impossibility of more than 100% membership rates in a category, is it possible that a model captured 70% of people in a certain category? Sanity-checking audience sizes against a Google search should be a first move, especially when millions of advertising dollars are at stake.

Understand Different Data Types

The “who” within advertising segments is generally determined by three types of data: declared, observed or inferred. Many may know that, but if you’d like a refresher, see here.

Understanding the different types is critical because programmatic segments are made up using one or more of these types. Yet brands often don’t ask their partners which is which. I’ve often seen a brand think a segment it’s getting is observed when it’s actuality inferred. That matters, especially if you don’t know the criteria that determined the inferences.

Check The Source

I’ve heard horror stories about agencies doing a forensic dive into segments to learn people who read about a car crash were put into an “automotive intenders” segment. I’m convinced these are more true than apocryphal. Brands should find out about the precise criteria for being put in certain segments. What trade-offs were made between accuracy and scale? Don’t let it be a black box.

Building audiences is hard. The challenges are significant: Offline data may be available only at the household level, family members may share devices and modeling may be unavoidable in many cases. So, the expectations shouldn’t be that a segment contains only people with a specific attribute, but that it contains significantly more people with that attribute than an untargeted group.

Even acknowledging those difficulties, I can’t help but think of the billions of dollars wasted over the years marketing to incorrectly targeted audiences. Programmatic spend is nearing $33 billion in the US alone this year. It’s hard to know precisely the media dollars powered by third-party data versus first-party data, but even conservatively admitting that 10% to 20% of third-party segments are invalid implies billions of media dollars are suboptimally deployed.

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

Amazon Takes 49 Percent of Consumers’ First Product Search, But Search Engines Rebound

Survata Bloomberg Amazon

As covered by Bloomberg, Survata’s Amazon study data powers some of the most important stats in business and brand intel.

Amazon Takes 49 Percent of Consumers’ First Product Search, But Search Engines Rebound
2017 Survata Study Finds 84 Percent in U.S. Expect to Buy Through Amazon This Holiday Season

A new study of 2,000 U.S. consumers by ad and market research firm Survata found that Amazon is still the top spot for consumers’ first product search, yet the company lost some ground to rebounding search engines like Google. Now, 49 percent of consumers turn to Amazon first when shopping for products online, with search engines taking 36 percent and retailers falling farther back at 15 percent. In 2016, a Survata study – previously commissioned by BloomReach – found Amazon at 55 percent, search engines at 28 percent and retailers at 16 percent.

Not only did search engines do better overall this year, but they also did very well – beating Amazon – when searchers were looking to be inspired and didn’t have a specific purchase in mind. Nearly 46 percent will start on search engines when they have no idea of what they want, with Amazon trailing at 39 percent. The remainder, 15 percent of U.S. consumers, said they’d start at a preferred retailer when they weren’t sure what they wanted. Related to specific product categories, electronics, apparel and home furnishings had the highest likelihood for consumers to start on a search engine over Amazon.

The rebound for search engines to 2015 study levels as consumers’ top choice could be attributed to the growing proliferation of mobile devices and traffic, coupled with the improvements in mobile search. Mobile commerce has grown rapidly in the last few years, and online-shopping traffic via mobile this holiday season is expected to account for more than half of retail visits for the first time. Search engines like Google have prioritized mobile search, and a previous study by Google found that search was the primary and most often used mobile-shopping tool.

However, with Amazon still having the advantage on search engines overall and a stranglehold on retailers, Survata also wanted to know why Amazon had that edge. Surprisingly, the study found that price was not the most common main factor consumers started on Amazon.

    -28 percent of consumers credited Amazon’s experience and easy-to-use navigation.
    -27 percent cited Amazon’s product variety and selection as their primary reason for starting there.
    -25 percent named prices as the reason, coming in a startling third place.
    -17 percent said Amazon’s shipping capabilities gave them the edge.

Amazon’s dominance over retailers was even more bleak as it related to holiday shopping. Conducted in the heart of this year’s record-setting holiday-shopping season, Survata’s Amazon study found that 84 percent of U.S. consumers expect to buy a gift on Amazon this year, with nearly half planning to spend at least 50 percent of their holiday budgets through Amazon.

How and where consumers choose to search for products online have significant implications on brand advertising, especially as the competition for advertising dollars between Google and Amazon stays hot. Survata’s Amazon study found that Amazon’s ads were slightly more trusted than Google’s, though not overwhelmingly. Approximately 31 percent of consumers felt that Amazon’s ads were better for finding trusted brands, compared to almost 22 percent for Google. Nearly half, 47 percent, felt that neither was better. A September analysis of 1,000 U.S. consumers by Survata found that 44 percent reported clicking on at least one sponsored product ad on Amazon, versus 46 percent who hadn’t. Approximately 10 percent said they didn’t use Amazon.

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

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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.