1. Google Confidential and Proprietary 1 1 Google Consumer Surveys Monetization Through Microsurveys Amy Adams Harding Head of Publisher Development www.google.com/insights/consumersurveys

2. Google Confidential and Proprietary 2 2 Agenda  1) In the beginning…  2) Ecosystem: Publishers, Users and Market Researchers  3) Publisher Experience  4) User Experience  5) Market Research Experience  6) Partner with us 1.Agenda item 1

3. Google Confidential and Proprietary 3 3 The Rise of the Paywall In 2010, a guy named Paul saw this chart Pew Research Center's Project for Excellence in Journalism - 2011 State of the News Media

4. Google Confidential and Proprietary 4 4 A Similar Situation in the UK UK Local and Regional Press Annualized Revenue (£m) Source: Enders Analysis estimates based on Advertising Association/WARC data

5. Google Confidential and Proprietary 5 5 GCS Ecosystem

6. Google Confidential and Proprietary 6 6 Publisher and User Experience Overview Answer a 1 or 2 question market research survey or perform a publisher defined alternate action (Pay, Subscribe, or Share) Publishers are paid $0.05 per answered question, which is incremental to any ad revenue on that page Our idea: let users choose how to access and/or pay for content

7. Google Confidential and Proprietary 7 7 Microsurveys are Inline to Content

8. Google Confidential and Proprietary 8 8 User Experience Demo http://www.newtondailynews.com http://www.startribune.com/galleries/158512925.html

9. Google Confidential and Proprietary 9 9 Image Gallery Implementation

10. Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Alternate Action Unit Examples

11. Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Publisher Network Statistics Publicly launched on March 29 th after 8 month beta Over 400,000,000 impressions served 100+ sites on paywalled, metered and free content Average RPM across all publishers $15

12. Google Confidential and Proprietary 12 Google Confidential and Proprietary 12 A Better User Experience? Back that up with some data!

13. Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Publisher Controls Publisher determines when/where/how often prompt shows Content type: per article, section or site access Frequency cap and access time period Metering Customizable introductory message to users Publisher determines Alternate Action Login or subscribe Email address capture (newsletters and daily deals) Social share (tweet, +1 and like)

14. Google Confidential and Proprietary 14 Google Confidential and Proprietary 14 Revenue Publisher is paid $.05 per answered question –Publisher is paid double for prompts with 2 questions Average RPM is $15 across the GCS publisher network Surveys do not interfere with ads Publisher can scale survey impressions up or down depending on revenue needs

15. Google Confidential and Proprietary 15 Google Confidential and Proprietary 15 So, What About the Market Research Side?

16. Google Confidential and Proprietary 16 Google Confidential and Proprietary 16 Overview: What is GCS Market Research? A new approach to online research Online platform to enable fast survey creation and deployment Reach a validated, representative sample of everyday users through a single user-friendly platform

17. Google Confidential and Proprietary 17 Google Confidential and Proprietary 17 What is GCS Market Research? Technology-driven speed and automation Gather insights and track trends in real time, with thousands of responses in as little as 36 hours Segment results by demo and geo with interactive graphs Make strategic decisions more efficiently, with automated insights and creation-to-analysis project management

18. Google Confidential and Proprietary 18 Google Confidential and Proprietary 18 Who is Running GCS? Fortune 100 market researchers Start ups SMBs Creative agencies Marketing and digital advertising teams Ad agencies Journalists Political campaigns Newsrooms PR firms Non profits etc…

19. Google Confidential and Proprietary 19 Google Confidential and Proprietary 19 Technology-driven demographics Age and gender are inferred using Google’s demographic algorithm, based on user browsing behavior Built-in segmentation tools Interactive demographic data automatically segments results Seamless targeting of respondent groups without extensive background questions Google-powered Respondent Data Panel validated, with 80-90%+ accuracy for age and gender

20. Google Confidential and Proprietary 20 Google Confidential and Proprietary 20 What About UK Validation? We measure the validity of our data by asking users to answer a set of questions with known answer rates from government funded surveys –i.e. smoking rates, asthma rates, disability, dog ownership, etc We are at par or better than other current research methodologies! Find our whitepaper at : https://www.google.com/insights/consumersurveys/howFind our whitepaper at : https://www.google.com/insights/consumersurveys/how

21. Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Speaking of Data… Consumer Surveys data does not get rolled up into any other Google data sets It’s not used for retargeting It’s used by our marketers to drive their own decision making Where Does it Go?

22. Google Confidential and Proprietary 22 Google Confidential and Proprietary 22 General populationGender, age & geoCustom audience Targeting options Country specific internet population $0.10 per response per question 1-3 days to complete Gender, age, or geo- specific (region or state) $0.50 per response per question 1-3 days to complete Custom audience using a screening question $0.50 per response per question 3-7 days to complete

23. Google Confidential and Proprietary 23 Google Confidential and Proprietary 23 Question Formats Rating formats (supports 5 and 7 point scales)

24. Google Confidential and Proprietary 24 Google Confidential and Proprietary 24 Question Formats Image choice formats

25. Google Confidential and Proprietary 25 Google Confidential and Proprietary 25 Question Formats Open-ended numeric, multiple choice and multiple-select (Open-ended text coming soon!)

26. Google Confidential and Proprietary 26 Google Confidential and Proprietary 26 Market Research Demo https://www.google.com/insights/consumersurveys/examples

27. Google Confidential and Proprietary 27 Google Confidential and Proprietary 27 The 3 Things to Remember Publishers Successful monetization tool Publisher controlled implementation Great user experience Market Researchers Fast Accurate Affordable

28. Google Confidential and Proprietary 28 Google Confidential and Proprietary 28 Get Involved in Our UK Beta Publishers We’re looking for a few more beta partners to be a part of our offering: https://services.google.com/fb/forms/surveysforpublishers/ Market Researchers UK research is available now through our UK users on our US sites. Get started today with a coupon! Come see me afterwards: https://www.google.com/insights/consumersurveys/home

29. Google Confidential and Proprietary 29 Google Confidential and Proprietary 29 Thank you! www.google.com/insights/consumersurveys