RAM has a tool that enables the merging and evaluation of campaigns being run in several different media channels. For example, in a simple print and online multimedia campaign, or more complicated combinations with paid-for newspapers, free newspapers, Internet, mobile devices and TV. The ads can be evaluated during as brief a period as 24 hours or be stretched out over a longer period of time.
A campaign evaluation shows the overall coverage for the ad, the impact in the various media types and the number of exposures.
Advantages with multi-channel evaluations:
- Shows the coverage for the various elements of, and for the overall campaign
- Specifies on average how many channels the campaign has been noticed in and on average how many exposures it has generated
- Helps the advertiser to understand what the various media have delivered and contributed to the campaign, as well as how their cooperation has generated the overall campaign impact.