Multiple measurements - one media channel

There are two types of campaign measurements in one media channel that require the right kind of measurement tool:

  • Several ads simultaneously in the same media channel.

In the event of multiple ads running simultaneously, e.g. several ads in the same edition of a publication, RAM collates these into a combined evaluation and a combined results report. The gross and net coverage for the entire campaign is reported, together with the coverage for each ad and the unique net input each sub-ad has contributed with.

  •  Several ads in succession in the same media channel.

In the event of a campaign design with several ads in succession, e.g. several ads during the same week in a daily newspaper, RAM concentrates these into a combined campaign evaluation and reports the results in a collective report. The gross and net coverage for the entire campaign is reported, together with the coverage for each participating ad and the unique net input each sub-ad has contributed with.

 

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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