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

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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