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

RAM is a crucial tool for The Irish Times: it is proof to our clients how seriously invested we are in their success. Many advertisers have been won and maintained through our continuous RAM research and reporting. We can test print and online ads, sponsored content and innovative campaigns, run creative pre-testing and bespoke surveys based on client needs. We use RAM extensively and creatively: it’s a fast, flexible and user-friendly tool.  Customer service is impeccable: RAM are highly engaged with newsmedia providers and full of innovative ideas and work-arounds for trying something new. I couldn’t recommend RAM more highly: below are just some of the ways it has worked for us.

-Irene Fogarty, Research Executive, The Irish Times.

Irish Times readers think more highly of advertising sponsors 
How much are your non-clickers worth? Quantifying the value of online ad views over click-through
Our readers visit and buy in response to a supermarket brochure 
European Reader Survey shows women are more likely to read and act upon newspaper ads 
Quality title newspaper readers like a bargain too 

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