RAM evaluates and describes how simple and complicated ad campaigns are perceived and work, both within the media's entire audience or within specific target groups. The method is based on interviewing a selection of people that have been exposed to a campaign, using well-tested, specialized questionnaires, with the purpose of evaluating how the campaign has affected the target group, reviewing the communication's various elements and showing what momentum it has generated.
The results of the survey can be compared with the reference values, in order to assess the results that have been achieved. Since 2001, RAM has evaluated more than 100,000 ads and banners, and carried out more than 50 million interviews, which has created a world-leading reference database that all of our customers can use for comparison purposes.
The results show how well the ad has been observed, how it is decoded, how the customer is perceived and how well it will lead to the consumers' actions. Extra questions - ad hoc questions - can be added to the standard survey for tailoring single evaluations.
RAM's impact evaluations are used within print, digital channels, radio, TV, outdoor ads and Direct Mail. Campaigns can be evaluated in single channels, or in combinations - multi-channel campaigns.
There are three main types of campaign evaluation:
- Single ad measurements
- Multiple measurements in one media channel
- Multichannel measurements