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RAM takes Online-as-a-media-channel to the next level by launching a new Digital Ad Receipt for online advertising campaigns

PRESS RELEASE 2016-09-15

RAM, one of the world’s leading media research companies with the world’s largest reference database on how communication works, has launched a new Digital Advertising Receipt for online audience measurements to Publishers, Agencies and Marketers. This Digital Ad Receipt includes information about the number of people the campaign has reached, frequency of exposures and GRP’s (Gross Rating Points). An online campaign can now finally be compared to other audience media measurements and advertising investments.

“To calculate the ROI for a digital advertising investment marketers needs to know how many actual individuals they have reached, and also how many times the ad has been presented to the audience across the whole campaign. To maintain or encourage increased online advertising investment it is not sufficient to provide an advertising receipt to a marketer showing only the number of delivered impressions and clicks or the gross numbers of unique browsers” says Björn Engvall – COO, RAM Group

ad rec

To many marketers planning an online advertising campaign, ROI is hard to measure. In many cases they have difficulty in ascertaining exactly what inventory they are buying and who has been exposed to the campaign. With the launch of the Digital Ad Receipt RAM have solved that problem. Through concise and precise metrics, RAM provides marketers with easy-to-understand information on how their campaign works. The unique individual based metrics and frequency makes online results comparable to other media types, such as TV, print, radio etc. giving marketers and publishers a unique tool to grow their online revenues. RAM’s Digital Ad Receipt initiative can support marketers and publishers in 70+ markets with access to 20 million panelists worldwide.

“RAM continues to evolve our product suite to support all media types. Publishers need innovative measurement tools to show advertisers that online works for branding and promotion campaigns and RAM’s Digital Ad Receipt now allows them to move beyond using imprecise measures such as unique browsers, impressions and clicks, to more relevant metrics such as audience reach (people), GRP’s, frequency and demographics. That is what truly builds ROI measurement”, concludes Björn Engvall, COO RAM Group

All RAM Worldwide clients will immediately have access to the Digital Ad Receipt which includes six standard demographic metrics for the full campaign. All metrics can easily be changed to reflect target group data enabling the advertiser to ascertain the total campaign reach combined with their target audience in absolute numbers. RAM collects 40+ sociodemographic data points from panelists to give highly detailed audience insight to marketers, agencies and publishers.

For more information please contact Björn Engvall

Contacts:

Björn Engvall, COO RAM Group
Telephone: +46 (0)70-311 74 30                    
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

About RAM - Research and Analysis of Media
With over 1 000 clients in 18 countries RAM, Research and Analysis of Media AB, is one of the world’s leading media research companies. RAM provides the industry with pioneering statistics of how ads, articles and other media communication are consumed and understood for both print and digital media.

Today RAM has the world’s largest reference database of communication consisting of over 70 million interviews with media consumers. RAM provides unique and strategic solutions with relevant insights to help increase media companies’ revenue, grow their audience and give them a clear understanding of the markets in which they operate, whether local, national or international.
Headquartered in Stockholm, Sweden, RAM has offices in EMEA and North America
RAM can reach over 20 million people in 70+ countries.
Learn more, please visit www.rampanel.com

RAM and Cint Join in Strategic Collaboration to Create the World’s Largest Combined Media Analysis Panel

RAM, one of the world’s leading media research companies with the world’s largest reference database on how communication works, has begun to collaborate with Cint, the world’s largest  platform for sharing and sourcing online insights.This collaboration gives Cint’s customers easy access to the RAM system, and RAM customer’s access to a considerably larger audience of online insight providers, as well as the ability to turn unique browsers into individual, real-time demographic data.

The demand for transparency within the increasingly competitive media and advertiser markets has emphasized the importance measuring digital media with demographic data of their audiences in addition to simply stating the number of unique browsers. To meet this demand RAM and CINT have joined forces to create one of the world’s largest combined panel platforms for media analysis with over 20 million individual insight providers worldwide. An advantage of this newly combined panel is the possibility to obtain demographic data on each visitor exposed and unexposed to an advertisement or article. This option is open for media companies of all sizes today who use RAM´s services, giving them the possibility to measure the effectiveness of a digital media advertisement and at the same time get hold of individual demographic data.


”The collaboration with RAM is a natural part of our development offering a combination of demographic and behavioral data giving deeper insights into media consumption and other services in real-time. The combination of RAM´s products and Cint´s technology and reach is ideal for customers who needs a swift and targeted consumer measurement”, explains Morten Strand, CEO, Cint.

Big Data Creates New Insights

The two knowledge-intensive companies collaboration can be understood in the light of the increasing importance of Big Data for the media sector. Media companies need to understand their audiences, both to improve their editorial content and to justify new marketing investments from advertisers. 

”It is no longer enough to talk about a number of impressions, or readers, the future lies in understanding which individuals that the campaign actually reaches. Advertisers demand, and rightly so, to know in real-time which individual they reach and important demographics like gender, age, education, income and interests. The cooperation with Cint, enables us to offer this to our customers worldwide and specifically in RAM’s important markets of Germany, Great Britain and the US. We look forward to a close collaboration with Cint and the benefits this will give our customers" says Johan Karlsson, CEO, RAM Group.

The integration of the RAM system and Cint’s insight exchange platform results in demographic information being available for all digital media formats such as web-tv, banners, articles or content marketing. Furthermore, we can offer the same solution for print, which enable new customers without a media panel to measure their media from the first day. The same can be said for Cint customers whom swiftly will be able to get standardised and cost-efficient media measurements with the RAM system.

”This is an important development for us at RAM; we believe that individual based real-time demographic information constitutes a new standard in measuring and analysing digital media” Johan Karlsson concludes. 

Contacts:
Johan Karlsson, CEO, RAM Group                      Ryan Harrivan, Director of Product Marketing, Cint
Telephone: +46 (0)70-838 40 60                          +1 732 655 4482                                
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.                 E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.            

 

About RAM - Research and Analysis of Media

  • With over 900 clients in 18 countries RAM, Research and Analysis of Media AB, is one of the worlds leading media research companies. RAM provides the industry with pioneering statistics of how ads, articles and other media communication are consumed and understood for both print and digital media.
  • Today RAM has the worlds largest reference database of communication consisting of 70 million interviews with media consumers. RAM provides unique and strategic solutions with relevant insights to help increase media companies revenue, grow their audience and give them a clear understanding of the markets in which they operate, whether local, national or international. 
  • Learn more, please visit www.rampanel.com

About CINT

  • Cint is a software company developing technology to innovate the way insights are gathered. Cint specializes in SaaS solutions offering efficient, user-friendly tools to access online consumer panels, as well as panel management software. Cint’s exchange platform is a fully transparent insight marketplace, brings together questions and answers from all around the world.
  • Reach over 19 million people in 70+ countries, all sourced via 1,500+ different panels owned by publishers, local media outlets, market research agencies and non-profits.
  • Headquartered in Stockholm, Sweden, Cint has offices in EMEA, North America and Asia-Pacific.
  • Learn more, please visit www.cint.com


Download this press release here: PDF-file. 

 

ram with cint

RAM/INMA survey shows European consumers embrace news brands

ram with inma

BUDAPEST, Hungary (20 October 2015) – European consumers are deeply engaged with news brands and find them trustworthy, engaging, and worth their time, according to a multi-country survey conducted by Research and Analysis of Media (RAM) for the International News Media Association (INMA).

The survey was released today at the INMA European News Media Conference in Budapest. Some 14,416 online interviews were conducted with readers of 115 news brands across eight European countries.

Presenting at the INMA Budapest conference, Dianne Newman, CEO of UK and Ireland for RAM, pointed to eight key takeaways from the Trust & Value Survey:

  • Print is crucial in the media mix.
  • There is a clear multi-platform audience emerging with varying degrees of engagement.
  • Digital is increasing for legacy publishers, but not at the detriment of print.
  • Engagement with news brands is high.
  • Across platforms associated with news brands, reader satisfaction is higher with print.
  • Data suggests publishers should focus more on promoters.
  • Advertising is integral as it drives recall, engagement, and action.
  • In terms of paid content, there is more work to be done by publishers convincing consumers.

THE MULTI-PLATFORM AUDIENCE

As news media companies shift from a single print platform to being multi-platform brands, the survey reinforces the nature of the multi-platform audience.

RAM executives stress that the sample was predominantly newspaper print readers, which likely paints a different picture of their engagement with social media etc. versus frequent online audiences.

Across many platforms, the RAM/INMA survey shows engagement (people who consume each channel at least once a week):

  • 86% print.
  • 62% Web via computer.
  • 36% Web via smartphone.
  • 32% Web via tablet.
  • 26% via the newspaper app.
  • 25% digital edition (e-paper).
  • 12% Facebook.
  • 6% Twitter.

READERSHIP HABITS SLOW TO CHANGE

Across the major media platforms, readership habits are not changing as fast as many in the news industry suggest. For example:

  • Print: 68% say habits haven’t changed, 15% say they read less often, 10% say they read more often, and 4% no longer read.
  • Computer: 56% say habits haven’t changed, 13% say they read less often, 15% say they read more often, and 6% no longer read.
  • Smartphone: 45% say habits haven’t changed, 8% say they read less often, 14% say they read more often, and 11% no longer read.
  • Tablet: 45% say habits haven’t changed, 8% say they read less often, 14% say they read more often, and 12% no longer read.

Across the four platforms, the RAM data suggests that print readers cling to print tighter, followed by computer-based Web readers. Mobile readers, whether smartphone or tablet, are mostly reading more often.

Newspapers historically are long reads or deep reads, and the RAM data points to a continuation of that trend. The average European consumer spends 24 minutes per day reading their printed newspaper – including 22 minutes in the Nordic countries, 29 minutes in the U.K. and Ireland, and 26 minutes in the rest of Europe.

THE IMPORTANCE OF PROMOTERS

RAM and INMA chose to focus heavily on the need for passionate advocates of news brands in the Trust & Value Survey for 2015.

The questionnaire included a Net Promoter Score (NPS) question. NPS sorts a brand’s customers into three groups, depending on how likely the customer is to recommend the brand on a 0-10 scale. Customers are grouped into promoters (9-10), passives (7-8) and detractors (0-6) of the brand.

The difference between a brand’s percentage of promoters versus detractors plus passives is a measure of net satisfaction among the customer base.

The data shows benchmark scores of -5 for print and -38 for news brand Web sites. Again, while viewing NPS for Web site, it must be noted that the sample is predominantly newspaper print readers.

The reasons media companies should focus on their promoters (i.e. those consumers spreading positive word) are obvious:

  • 63% of promoters spend more than 21 minutes engaging with a news brand daily.
  • 51% of passives do the same.
  • 35% of detractors do the same.

Why media companies should focus on promoters becomes obvious in the data:

  • 23% more likely to be a daily newspaper reader.
  • 40% more likely to have increased their consumption of print.
  • 15% more likely to turn to print first for local news.
  • 50% more likely to rely on print for community involvement.
  • 88% more likely to rely on print for unique content.
  • 86% more likely to trust their newspaper.

NEWS BRAND VALUE PROPOSITIONS

The RAM/INMA Trust & Value Survey paints a positive picture of the value proposition of news brands. For example:

  • 76% agree the news brand addresses topics of concern to them.
  • 75% agree that reading their news brand is part of their quality time.
  • 75% say the news brand gives them something to talk about.
  • 70% say their news brand is their preferred source of information.
  • 73% trust the information in their news brand.
  • 64% say the news brand gives them quality content they can’t get elsewhere.
  • 64% say reading their news brand makes them feel a part of their community.
  • 63% get ideas about things to do from their news brand.

Trust, engagement, and time spent are consistently strong across Europe. For example, 76% of respondents in the U.K. and Ireland say they trust the information they read in their news brand; by comparison, 73% of Nordics and 65% elsewhere in Europe say the same.

THE IMPORTANCE OF ADVERTISING

Meanwhile, the importance of advertising to drive purchase decisions was clear in the RAM/INMA survey. Some 27% of respondents said they acted on entertainment and event advertising, 23% for groceries, and 13% for travel. There are regional variations, mostly via advertising category.

The Trust & Value Survey shows the importance of advertising:

  • Attention: 28% say the advertising in their newspaper often gets their attention.List Item (Replace Text)
  • Informative: 29% say newspaper advertising gives them important information.
  • Action: 23% say newspaper advertising helps them make purchase decisions.

WILLINGNESS TO PAY FOR ONLINE EDITIONS

Finally, European consumers gave RAM feedback on their willingness to pay for online editions of newspapers:

  • 36% say they would pay for online editions.
  • Regionally, that breaks down to 42% in the Nordic countries, 22% in the U.K. and Ireland, and 18% in the rest of Europe.
  • From a Net Promoter Score perspective, 44% of promoters would pay for online editions vs. 37% for passives and 28% for detractors.

ABOUT THE SURVEY

The Trust & Value Survey was commissioned by the INMA Europe Research Committee, whose members helped engage the 115 titles that participated in the survey.

Some 60% of news brands were quality titles, while 29% were mass market popular brands, and 8% were mid-market titles.

Demographically, 54% of responses were male and 46% were female. Some 45% of respondents were 60 years or older, 40% in the 40- to 59-year-old age range, 10% 30-39, and 4% 15-29.

Countries included in the survey were Sweden, Norway, Finland, France, Belgium, Germany, the United Kingdom, and Ireland. RAM executives emphasise that participation levels varied by country and region. While the sample size is healthy, results are not representative of the entire scope of news brands and media consumption across Europe or by participating countries.

Read more: http://www.inma.org/modules/article/index.cfm?action=articleView&articleId=62325#ixzz3pHqAU8a0

RAM reports gets a brand new design and faster execution

RAM reports gets a brand new design and faster execution.

We are happy to announce two new releases within our RAM system. An upgrade with a new look and feel in our survey reports and improvements in running reference data reports, effecting May 28th.

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Survey Reports

After reviewing how to find, run and view our reports, we decided to start an upgrade project to change, improve and enhance our tools and system. On May 28th we will launch our new look and feel with new graph design, new filter functions and a easier and faster way to run reports.

Reference data

We are also launching a new search engine for reference data searches.
The new engine will increase the speed to retrieve data significantly from today's version and free up time for you as a client.

With the new engine we launch two new data indexes:
RamSurveys: This index includes all RAM conducted surveys, 160.000 references.
RamSurveyAnswers: This index includes all survey answers with more than 60.000.000 interviews - The world's largest reference data base for effectiveness studies

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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