Weekly Survey Watch: SurveyMonkey Releases Findings of 2020 Market Research Survival Guide, and More

A roundup of marketing surveys from SurveyMonkey, SpotX, Gong and Forrester, Twilio, and Nativo.

SurveyMonkey Releases Findings of 2020 Market Research Survival Guide

SurveyMonkey, a global survey software company, announcedOpens a new window the results of its 2020 Market Research Survival Guide. The survey reported that pandemic-fueled budgetary cuts are contributing to more organizations considering agile, do-it-yourself research.

“Market research is a crucial source of information companies use to drive key decisions on everything from launching new products to investing in new growth industries, but hiring expensive agencies to conduct market research might not be a viable option for many, especially in this current environment,” said Morgan Molnar, director of product marketing at SurveyMonkey. “Our results show a clear trend towards do-it-yourself research. In fact, 70% of respondents predict their company will likely transition to even more DIY tools in the next year.”

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SpotX Announces 4 out of 5 CTV Viewers Watch Ad-Supported Content

The global video advertising platform, SpotX, surveyedOpens a new window 1,500 US consumers to identify the characteristics of CTV viewers and their viewing habits. The findings revealed that 4 out of 5 streamers watch ad-supported content and 60% would choose to watch free content over a paid ad-free service.

“Growth in CTV has accelerated in recent years, both in terms of adoption and viewership, driven primarily by consumer demand and the entrance of new streaming services into the market,” said Sean Buckley, chief operating officer at SpotX. “With over three-quarters of US households now accessing CTV, advertisers are increasingly recognizing its power to efficiently and accurately reach target audiences at scale.”

Gong and Forrester Release Findings on the Future of Selling

Gong, a revenue intelligence platform, commissionedOpens a new window Forrester, the market research company, to work on the survey “Navigate the Future of Selling with Revenue Intelligence”. The survey reported that 83% participants feel that revenue intelligence would be valuable or very valuable for their organization.

“This study confirms what we see on an on-going basis,” said Amit Bendov, CEO of Gong. “CRM is just table stakes these days. What companies need now is AI-driven revenue intelligence that creates a full, accurate picture of what customers have done and are likely to do next. Sales organizations that rely on outdated information and gut feelings risk losing their markets to their revenue-intelligent competitors.”

Twilio Unveils How COVID-19 Accelerated Companies’ Digital Communications Strategy

A communications API platform, Twilio, releasedOpens a new window the findings of its latest survey on COVID-19 Digital Engagement Report. The survey found that 97% of enterprise decision makers believe the pandemic sped up their company’s digital transformation by 6 years.

“Over the last few months, we’ve seen years-long digital transformation roadmaps compressed into days and weeks to adapt to the new normal because of COVID-19. Our customers in nearly every industry have had to identify new ways to communicate with their customers and stakeholders – from patients, to students, to shoppers, and even employees, essentially overnight,” said Glenn Weinstein, chief customer officer at Twilio. “Cloud scale, speed, and agility are enabling organizations to innovate faster than ever. We believe the solutions being built today will be the standard for digital engagement in the future.”

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Nativo Reports 27% Growth in Adoption of its Mobile Ads SDK

A technology platform, Nativo, reportedOpens a new window a 27% growth in adoption of mobile ads SDK between January and May after the release of its Mobile Ads SDK Version 5. The report added that publishers report an average 14% increase in CPM after upgrading to version 5.

“We are excited to see a major boost in adoption of Nativo’s Mobile Ads SDK across mobile platforms,” said Jason Kalin, SVP, publisher development at Nativo. “Today’s digital advertising landscape is shifting toward a privacy-centric ecosystem and with regulations like CCPA and GDPR, publishers need to stay compliant while continuing to find ways to monetize effectively. This integration allows publishers to access new ad dollars from mobile-focused advertisers and win incremental revenue at higher CPMs without sacrificing user privacy.”