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 Presents at ARF Audience Measurement 2017

Survata and Lotame

After being selected as a Winning Paper by the Advertising Research Foundation, we were invited to speak at their Audience Measurement conference last week in New York. We shared a new technology to improve online advertising research: Segment Validation. We believe that advertisers should validate the advertising audience segments used in programmatic ad buys. Otherwise, how do you know if the segment really has what it claims to have? Here’s Mark Thompson, CEO of the New York Times, referring to this issue, “When we say someone is a member of the audience is a female fashionista aged 20-30, what’s the probability that that’s actually true?”

Not all audience segments are created equal. A segment’s usefulness is a balance between the size of the segment, and how much of the segment actually matches the desired characteristic (the technical term for this is Precision vs Recall). Buying unvalidated audience segments is like buying TV ads before Nielsen ratings, or bonds before bond ratings. Programmatic advertising is still the wild west.

We are not the only ones thinking about this. Here’s an anonymous ad tech exec, who’s anonymity most likely stems from the fact that he’s fully aware that his company is delivering shoddy data. “A lot of the data that informs programmatic media buying is unreliable and conflicting. So what brands are spending their money for isn’t necessarily the thing they think they are spending their money for.”

As an example, suppose you want to advertise to moms. There are multiple “Moms” segments from different vendors, and other segments like “New Moms” and “Moms with 2-year-olds.” Which of these segments should you choose in the ad buy? You can’t really know until you’ve validated them. Segments boost signal to varying degrees.

Due to the partnerships and technical integrations between Survata and all of the major DMPs, validating audience segments is straightforward. Even better, the data is automatically pushed back into your DMP, where look-alike algorithms can expand the size of your target audience segment.

Survata is driving the next generation of ad research. In addition to Segment Validation, we also offer Segment Creation based on targeted psychographic profiles. We also conduct ad effectiveness studies in real time, allowing for optimization of ad spend allocation daily instead of just post-campaign reporting.

Our ARF presentation on validating programmatic audiences can be found in the slideshow below.

Survata Presents “The Next Generation of Ad Effectiveness”

Media Insights Conference

Join Survata at the Media Insights & Engagement Conference 2017 on January 31st for an exclusive presentation on The New Generation of Ad Effectiveness. The event will take place at 5:30 PM at The Ritz-Carlton in Fort Lauderdale, FL.

Our CEO Chris Kelly, will explore new ways marketers can conduct ad effectiveness studies using a new “publisher network” methodology. This can be utilized to increase response rate and representativeness while decreasing user experience interruptions. See a full description below:

Media Insights teams have previously been limited to panels, in-banner surveys, and on-site intercepts to measure ad effectiveness. Yet all these have well-established shortcomings. Fortunately, a new “publisher network” methodology can be utilized to increase response rate and representativeness while decreasing user experience interruptions. Also, most major media companies utilize a Data Management Platform (DMP), but ad effectiveness is run outside of the DMP. That is now fixed: Survata will explain how they integrate with major DMPs to expand ad effectiveness capabilities while simplifying execution.

We will also be an exhibitor so find us January 31st until February 2nd in the main Expo hall. To learn more about our ad effectiveness, visit our Retargeted Surveys product page.

See Survata at the Quirk’s Event in Orange County

Quirks Event

Survata is proud to return to the Quirk’s Event this time in Irvine, CA. See our CEO Chris Kelly give an exclusive presentation on the power of Retargeted Surveys and how organizations can still collect insights while protecting the consumer journey.

The presentation will happen Wednesday, March 1st, 2017 at 3:15 PM. We will also be in the main Expo Hall in booth 711 – come and say hi!

See below for the full description of our Quirk’s presentation:

Retargeted Surveys: Collecting Insights While Protecting Customer Experience

Using annoying pop-ups or mass e-mails that end up in the spam folder? There is a more efficient way to survey your customers online without impeding their digital experience.

Retargeted Surveys is the approach of tagging your customers (whether from a site visit, CRM integration or DMP integration) then surveying them later across the Web. This means you no longer need to roadblock your customers with site intercept surveys or hit their inbox with requests for feedback. This leads to a more representative slice of your audience while respecting the customer experience. Plus, whatever you already know about the customer can be used to target the specific questions they see.

Survata will explore how researchers leverage this technology to study their customers. Hear the benefit to brands, e-commerce sites, media companies and more.

The Quirk’s Event will be held February 28-March 1, 2017.