Single measurements

By evaluating an individual advertising unit, e.g. an ad, you can show how it has been noticed by different target groups, what it communicated and how much impact it has. It also provides an opportunity to analyze what has influenced the advertising unit's impact in more detail and thereby function as a proactive basis for further improving the advertiser's efficiency.

With RAM's effectiveness measurements, the media increases its knowledge of how the advertiser's communication is working and can be a competent advisor in how the impact can be improved.

Advertising units are measured in four main ways:

  • Ad recall – How well has the reader noticed the ad?
  • Brand linkage – How well can the reader connect to the right brand?
  • Relevance & engagement – What interest and relevance is perceived?
  • Call to action (optional questions) – What action(s) does the reader take?

In as little as 24 hours, the measurement results are reported online and the customer can view the data, compare with the reference database and analyze the performance of the individual advertising unit. The results are easy to interpret and available as raw data, Excel files or PowerPoint presentations. 

RAM's reference database, with more than 50 million completed interviews, gives customers the opportunity to carry out their own target group analyses with benchmark comparisons, based on industry, placement, format and many other options. 

TESTIMONIALS

The Irish Times use RAM to drive revenue from not only existing clients but also new revenue:
Clients love RAM: they get detail about how their insert worked or didn’t work. We gave one supermarket chain their RAM feedback on a Monday and secured three further ad bookings from them by the Wednesday. The RAM research we did for a book store on their Christmas insert campaign led to further bookings. We also take examples of successful inserts measured on RAM out to new clients to show them what results they could get by advertising with us. RAM is a great opening for us in accessing clients - instead of just selling to them we can offer them research on their brand which gets us appointments.

-Pier Wall, Senior Sales Manager, The Irish Times.

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