october 2011 webinar: beyond the traditional

Beyond the Traditional How do your digital campaigns measure up?

Kyle Gollins

Client Development Manager

Research Now, Media Division - Americas

#rnwebinars

2 © 2011 Research Now

Obtain a universe of insight

ADimensionTM

#rnwebinars

3 © 2011 Research Now

What Makes ADimension Unique

ADimension

Single Sourced Panel Based Solution

Ad Tracking with direct measurement technology

Combines Audience Measurement, Panel and Survey Data

#rnwebinars

4 © 2011 Research Now

Over a decade of experience in online sampling and data collection

22 offices worldwide

More than 1,000 employees

Canada Research Now Operating the world’s leading global online research panels

Trusted by 95% of the worlds top market research firms

Trusted and Responsive Panels

#rnwebinars

5 © 2011 Research Now

Global data collection architecture

handling hundreds of billions of

transactions per month

Used by tens of millions of web

destinations worldwide

Canada Quantcast “The de facto standard for measuring web audiences”

10 of the top 10 media agencies use Quantcast

Gold Standard in Audience Measurement

240+ Million U.S. Internet Users

500+ Billion / Month

100+ Million 14+ Billion Daily

seen more than 800x per month, and over 1.3 Billion worldwide

directly measured web destinations

consumption events directly recorded

media consumption events per month

#rnwebinars

6 © 2011 Research Now

Research Now Panel Overview

Over 6 million members worldwide

Covering 38 Countries

Localized member portals

Over 3.2 million US members

1.5 millions US panelists opted-in for ad tracking

Recruited from 300+ partners

Industry leading response rates

Consumer, Business Professional, Healthcare and Specialty Audience targeting

Over 350+ target criteria

#rnwebinars

7 © 2011 Research Now

Recruitment Methodology

“By-invitation-only” recruitment

We partner with globally recognized brands to invite individuals into the panel.

Individuals have pre-existing relationships with the company that invited them.

This recruitment approach allows us to:

access hard-to-reach consumer and business audiences

build a well-rounded, normalized panel

ensure higher quality panelists.

#rnwebinars

8 © 2011 Research Now

Research Now Partners with Leading Brands

#rnwebinars

9 © 2011 Research Now

ADimension - Gaining the whole picture Combining Audience Measurement with Opt-in Panels

#rnwebinars

10 © 2011 Research Now

ADimension Addresses Previous Challenges

Challenge Solution

Cookie Deletion Frequent cookie drops by multiple

publishers reduces panel churn and

allows panel provider to gain legacy

data before they drop a new cookie or

between cookie clearance

Tracking individual users

exposure across multiple

computers

Minimized by “cookieing” all

machines to ensure panelist will be

tracked on their exposure regardless

of what machine they use

Non-response Bias Campaign universe definition for

weighting is based on all individuals

exposed not just the survey

respondents

#rnwebinars

11 © 2011 Research Now

Requirements For Panel Based Solutions

Key Requirements Research Now Solution

Widely accepted by online publishers.

Quantcast’s service widely used throughout the industry

Large opt-in Panel for ad tracking.

Research Now maintains the largest panel in the industry and have over 1.5 million panellists opted-in to track their ad exposure.

High Response Rates Research Now has some of the highest response rates in the industry, on average 15-30%, which is 50 times higher than intercept recruitment.

#rnwebinars

12 © 2011 Research Now

Requirements For Panel Based Solutions

Concerns with multi-sourced panels

Research Now Single-sourced Panel Solution

Duplication. Utilizing cookied panels across several providers opens up the risk of surveying the same person more than once

Due to the vast size of our cookied panel, our respondents come from a single source with proven de-duplications measures

Lack of control due to finite resources. With a limited number of respondents cookied across multiple panels, providers of ad measurement tools are competing for panelists to survey, creating complexities that have yet to be addressed.

Research Now’s solution is powered by our own proprietary panels, which enables us to have complete control over the survey fielding and sampling process.

Data Quality. Sourcing respondents from multiple panels creates quality issues due to inconsistencies in panel management and recruitment processes.

Research Now has earned a reputation for delivering the highest quality respondents in the industry. Our cookied panel members are permission-based and future proofed against internet privacy regulations

#rnwebinars

#rnwebinars

14 © 2011 Research Now

Step 1

First, we review your media plan with you and find out exactly what you need to know.

#rnwebinars

15 © 2011 Research Now

Step 2

We embed tags in your online creative to capture campaign details.

#rnwebinars

16 © 2011 Research Now

Step 3

Every time a panelist is exposed to your ad, we log it

#rnwebinars

17 © 2011 Research Now

Step 4

We add rich demographic profiling data on exposed panelists

#rnwebinars

18 © 2011 Research Now

Step 5

Tailored surveys are sent to exposed and unexposed panelists

#rnwebinars

19 © 2011 Research Now

How it works – Step 6

Combined data sets are delivered for you to derive insights

#rnwebinars

20 © 2011 Research Now

#rnwebinars

21 © 2011 Research Now

Questions?

Kyle Gollins

Research Now, Media Division - Americas

212-805-2809

kgollins@researchnow.com