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Superbowl Ad Success: Survey Says…

Posted by Jennifer Okula on February 5th, 2013 at 2:45 pm

By now, you have read a number of articles, blog posts, tweets and more about the impact and success of the Superbowl ads this year. I'm adding to the mix some good old fashioned survey data. A quick survey/poll administered the day after the Superbowl by Dynamic Logic asked 352 US adults 18+ their favorability towards each of the ads.
What ads came out in the Top 10?

Doritos
Ram Trucks
Budweiser Clydesdale
Audi
Taco Bell
M&M
Tide
Coca-Cola
Budweiser Black Crown
Bud Light

So how does this compare to the data out there?
According to a post from a fellow iMedia Connection blogger, some of the same brands "scored" in social media including Taco Bell, Budweiser, Ram and Audi. There were different brands that hit the top 10 mentioned on social media though including GoDaddy, Calvin Klein, and Fast and Furious (Universal). However, these brands all had low positive sentiment suggesting they were discussed but not liked.
When compared to the most viewed videos on YouTube, there were a few different brands that were most viewed online like Mercedes, Volkswagen, and Best Buy.
And what sites or apps did viewers use while watching the Superbowl? The Dynamic Logic poll showed the top 3 were Facebook, Twitter and Google+ which beat out other social sites/apps... Read more

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Posted in Opinions, Research | 1 Comment »

A KISS is not enough: How to launch mobile intercept surveys

Posted by Jennifer Okula on December 29th, 2011 at 9:10 am

Are consumers actually willing to take surveys on their mobile devices? Are they willing to take surveys even when they are on a mobile website or in an app? The answer is yes, however some guidelines should be followed for best results. Whether looking for feedback about a site, app, brand, or advertising, following the old adage K.I.S.S (Keep it Short and Simple) is important but not enough.
1) K.I.S.S. - Keeping it short and simple is certainly the golden rule to conducting a mobile survey. No one is going to take the time to complete a long survey on their mobile device. When conducting a survey from a mobile website or app, no more than 10 or 12 questions are recommended. Additionally, don't make the survey too difficult to complete. Eliminate or limit open ended questions and keep question and answer choices short so too much scrolling is not required.
2) Offer an incentive - Where possible, offer an incentive for taking your survey. Even if it's a small incentive, it helps to grab attention and gives users a reason to complete the survey through to the end. On a mobile website or in an app, incentives can increase response... Read more

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Posted in Research, Wireless | No Comments »

Please don't annoy me! Five best practices for web intercept surveys and invites

Posted by Jennifer Okula on October 5th, 2011 at 1:31 pm

Web intercept surveys can be used for a number of different reasons including site satisfaction surveys, advertising effectiveness studies, or demographic profiling. Generally speaking, survey invitations can be displayed to site visitors while they are visiting a website, when they are leaving a specific webpage, or leaving a site altogether. The invite itself can take different forms such as pop-ups, pop-unders, full-page units, or DHTML floaters/sliders/overlays.
Web surfers do not want to have constant interruptions during their site visitation. However, they are also very willing to voice their opinions and value the ability to access content online for free. Careful consideration for user experience should be taken by website owners as well as research departments/companies. Here are my five best practices for administering web intercept surveys and invites:
1) Use a survey invite that is noticeable but appropriate
Choosing the right invite format is important. Audience and site content considerations should be taken into account. For example, younger or more technical audiences may use pop-up blockers so other methods may be more effective. Invites like overlay units should launch at the appropriate times. In the case of ad effectiveness research, they should be set to launch after, not while the advertising is showing.... Read more

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Posted in Opinions, Research, Websites | No Comments »

Using Surveys to Improve Content and Ad Delivery

Posted by Jennifer Okula on August 15th, 2011 at 12:14 pm

There is nothing like a good old fashioned survey. If you want to understand what someone thinks, how they feel, or who they are, why not just ask them?
I know that algorithms and modelling can help predict who someone is or what their preferences are. I know that we do not always have the opportunity to survey people, to survey enough people (for statistical significance), or to survey the right people (representative sample).  Sometimes other data collection or data aggregation methods can be easier, cheaper, or more efficient. I also realize that survey responses might be less than accurate or even biased at times.
However, I do think that there are situations where survey or poll questions can be very effective. One example would be to use surveys to understand basic user behavior and usability of a new website or mobile/tablet app. You could certainly look at and interpret analytics, clickstream, or user flow data. Surveys though, can give an even better sense of the "whys" behind the behaviors. You could additionally get valuable information on sentiment, expectations and future intent. For example, Condenast used surveys to understand who their tablet digital issue readers were (3/4 were already subscribers or newsstand... Read more

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Posted in Opinions, Research, Targeting | No Comments »

What Can In-App Ads Do For You?

Posted by Jennifer Okula on June 30th, 2011 at 6:57 am

In the great mobile apps vs. mobile web debate, I side a bit more with mobile web. In my opinion, as the proliferation of smartphones increases,  there is every reason to believe that everyone will soon be using their mobile phones to access the web regularly. According to Device Essentials, 7% of US web traffic already comes from mobile and other non-computer devices. That said, I do think there is a place and a need for mobile apps. Especially today, as mobile browser technologies are still improving and evolving, mobile apps make the best use of smartphone features and can be better tools for engagement.
Recent data reported by Flurry shows that so far in June, mobile apps in the US averaged 81 minutes per day of use.  So time spent in apps is high, does that mean people are in tune with the ads that run in apps? Other research shows that users have better recall of in-app ads than ads on the mobile web. A study by Compete reports that 52 percent of all smartphone owners recall ads they encounter in mobile apps vs 40 percent of ads they encounter on the mobile web.  I'd definitely attribute this to engagement... Read more

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Posted in Opinions, Research, Wireless | 1 Comment »