Artikkelit

Tutkimusyritys RAM vie online-medioiden ja yleisöjen mittaamisen uudelle tasolle ja lanseeraa tänään kaikille online-ympäristöissä sekä broadcasting-maailmassa toimiville kumppaneilleen uuden Omniscreen-videopaneelin Suomessa

Tutkimusyritys RAM vie online-medioiden ja yleisöjen mittaamisen uudelle tasolle ja
lanseeraa tänään kaikille online-ympäristöissä sekä broadcasting-maailmassa toimiville
kumppaneilleen uuden Omniscreen-videopaneelin Suomessa

Maailman johtaviin mediatutkimusyrityksiin kuuluva RAM on lanseerannut tänään kaikille
online-ympäristöissä sekä broadcasting-maailmassa toimiville kumppaneilleen uuden
Omniscreen-videopaneelin online-yleisöjen ja -sisältöjen sekä offline-sisältöjen
tutkimiseen.

RAMin suomalaisia online-, broadcasting-, televisio- ja suoratoistopalveluita edustavassa
videopaneelissa voi kerätä dataa eri saittien ja palveluiden kävijöistä, seurata ja mitata onlinekanavien
yleisöjen toimintaa saiteilla sekä altistumista sisällöille. Näin RAMin kumppanit voivat
tutkia omia sisältöjään laajemman populaation keskuudessa, eivät ainoastaan omien asiakkaiden
tai mediankuluttajien keskuudessa. RAM kysyy 40 sosiodemografista taustatietoa panelisteilta,
jonka avulla RAMin kumppanit saavat kattavasti tietoa videoyleisöistä.

Eri liikkuvan kuvan kanavien tehotutkimus vaatii eri metriikat ja KPI:t

RAM tarjoaa kumppaneilleen setin vakioituja tutkimuksia ja metriikoita, joiden avulla voidaan tutkia
koko liikkuvan kuvan ekosysteemin online-yleisöjen seurannoista vaikuttavuuteen todellisten
käyttäjien ja altistuneiden keskuudessa reaaliaikaisesti – ei ainoastaan selaimien.

RAMin vahvuutena online-yleisöjen ja eri katsomismuotojen seurannassa on uniikki, yksilöihin
perustuva reaaliaikainen mittaustapa, jolla mitataan mitä eri ohjelmia, mainontaa, sivustoja ja
palveluita uniikki yksilö käyttää ja mille altistuu. Näin saadaan dataa tavoittavuudesta ja
frekvensseistä esimerkiksi web-TV:n ja suoratoistopalveluiden käytöstä mobiilisti, tableteilla,
desktopilla, vuorokaudenajan mukaan ja voidaan myös optimoida kampanjaa sen keston aikana.

RAMin videopaneelissa voi kohdistaa tutkimuksia todellisille altistuneille yleisöille kutsumalla heitä
jälkimittauksiin. Samalla voidaan tutkia myös offline -mainonnan/sisällön vaikuttavuutta
huomaamisesta sitoutuneisuuteen ja toimintaan kampanja-analyysien avulla.

Vastaus mediatalojen ja mainostajien haasteeseen: Tulosten vertailu toimialan kesken, ei
ainoastaan omaa mediaa ja kampanjoita vasten

Suurimmalla osalla mediataloista ja mainostajista on tutkimushaaste: yritykset tutkivat liikkuvaa
kuvaa ainoastaan omien kanavien osalta ja tuloksia vertaillaan ainoastaan omien kampanjoiden
kesken. RAMin tavoittavuus on lähes 300 000 suomalaista, tutkimukset vakioituja ja maailman
laajimman viitetietokannan avulla tuloksia voidaan vertailla koko toimialan kesken, maantieteellisesti tai esimerkiksi mainosmuodon mukaan, ei ainoastaan yrityksen omia kanavia tai kampanjoita vasten.

- RAMin vakioidun ja yksinkertaisen mittariston avulla mainostajan on helppoa ymmärtää miten
kampanja toimii. Uniikin, todellisiin yksilöihin perustuvan mittariston ja frekvenssitietojen avulla
online-mainonnan tuloksia voidaan verrata yhteismitallisesti muihin mediatyyppeihin, kuten
TV-, printti- ja radiomainontaan tai koko toimialaan, jolloin mediat ja mainostajat saavat
ainutlaatuisen työkalun kampanjapanostusten mittaamiseen, kertoo RAMin Suomen
toimitusjohtaja Irene Haikonen.

RAMilla on Suomen kattavin paneeli maakunnat mukaan lukien, joten maakunnallinen edustavuus
on erittäin hyvä.

- RAM jatkaa tuotekehitystä tukeakseen kaikkia eri mediakanavia ja mediatyyppejä. Mediat ja
mainostajat tarvitsevat uusia ja innovatiivisia työkaluja sekä brändi- että taktisen onlinemainonnan
tehojen osoittamiseen. RAMin Omniscreen-videopaneeli mahdollistaa siirtymisen
epätarkoista selain-, näyttö- ja klikkipohjaisista mittauksista relevantimpiin mittareihin kuten
online-yleisön tavoittavuus todellisina henkilöinä, frekvenssit, kuluttajien kiinnostuksenkohteet
ja mainonnan sitouttavuus, tiivistää RAM Groupin COO, Björn Engvall.

RAMin videopaneeli on saatavilla välittömästi kaikille RAMin palveluita käyttäville ja palveluista
kiinnostuneille kumppaneille Suomessa.

Lisätietoja:
Irene Haikonen, toimitusjohtaja, RAM Finland Oy
+358 40 701 7866
Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.
Björn Engvall, COO, RAM Group
+46 (0) 703117430
Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.

RAM - Research and Analysis of Media in Finland Oy - lyhyesti
RAM on johtava kansainvälinen tutkimusyritys, joka palvelee yli 1000 media-alan asiakasta 18
maassa. RAM käy kehityksen kärjessä mediasisältöjen tutkimuksessa offline- ja online -
ympäristöissä. Yrityksen viitetietokannassa on 70 miljoonaa yhteismitallisella tavalla tehtyä
tutkimusta median kuluttamisesta. Strategisen, uniikin tutkimusratkaisun avulla mediayritykset ja
mainostajat pystyvät vertailemaan sisältöjen tehoja ja vaikuttavuutta paikallisesti, kansallisesti ja
kansainvälisesti sekä kehittämään liiketoimintaansa pitkäjänteisesti. Lisätietoja:
www.rampanel.com

RAM creates unique opportunities for Publishers and Marketers to track and optimize online Ad Campaigns in real time and by individual ad placement

PRESSRELEASE |  February 14, 2017

RAM, one of the world’s leading media research companies with the world’s largest reference database on how communications work, has developed new unique features to enhance RAM’s digital ad measurements to increase Advertisers’ opportunities to achieve their campaign objectives. These new functions allow real time campaign optimization based on Reach, Frequency and Demographics on all purchased ad space of the Publisher during the campaign period.

With these new enhanced features the Publisher can now maximize the Advertiser’s opportunities to achieve their advertising objectives by;
·         Measuring in real time how reach and frequency develops by different ad placements
·         Allowing verification or adjustment of target group selections made programmatically or manually   
·         Creating the opportunity to optimize the campaign media plan during the campaign period using real time results

“Through the new features that RAM has launched, we can increase the Publisher's ability to effectively reach the Customer's communication objectives in a granular manner by being able to measure audience profile and ad delivery to a single page/article or ad placement.. This also means that the Publisher can optimize their inventory in a more efficient way by an increased understanding of their current audience profiles and ad delivery to increase the effectiveness of their programmatic offering and grow their revenue” says Bjorn Engvall – COO RAM Group

inviso urls

RAM's comprehensive suite of digital audience and advertising measurement tools allows Publishers to move closer to the Advertiser in creating a communication plan. By leveraging audience measurement insights on different advertising packages Publishers can now quantify and qualify their sites and audiences to Advertisers and prove in real time how they effectively reach the Marketer’s media objective. Through subsequent ad effectiveness measurement the Publisher can confirm the campaign effectiveness and verify that the relevant audience has been exposed to the message in the planned environment to increase the Advertiser's sales and / or brand awareness.

“For an Advertiser to reach their communication objectives, you have to work with both overall reach and the right target audience group affiliation in combination. Some of the exposed audience are active in the purchase cycle, others change their intentions based on the campaign message and for long tail customers maintenance of brand awareness before their next purchase is key. This is where RAM excels with our unique digital advertising measurement system and provides the best and most relevant tools for working with advertising campaign optimization and delivery in real time. Through our comprehensive suite of digital audience and advertising measurement tools RAM proves ad effectiveness and audience delivery verification in both real time and over extended campaign periods, "concludes Björn Engvall, COO RAM Group

RAM creates an ecosystem from media planning through audience delivery optimization to advertising effectiveness with a Swedish national panel consisting of 530 000 people.
Rams' new digital audience and advertising measurement features are available immediately for Publishers and Media Agencies in 70+ countries with additional access a global panel of over 20 million panelists.

For more information please contact Bjorn Engvall

Contact: 
Björn Engvall, COO RAM Group
Telephone: +46 (0)70-311 74 30
E-mail: Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.

RAM calculates how advertising can increase sales with a new ROMI tool

PRESSRELEASE |  January 20, 2017

RAM, a world leading media research company with one of the largest reference databases in communications, launches a simplified calculator that makes it possible to analyze both the break-even point and the financial performance of an ad campaign.

ROMI (Return on Marketing Investment) is maybe a somewhat controversial term but for product advertising it is both credible and commercially relevant. With the help of data from RAM's advertising measurements the ROMI calculation gives the opportunity to both discuss and simulate the reasonable and possible outcome of the campaign.

"In the past it has been difficult to understand, analyze and calculate the economic effects of advertising campaigns. We have changed this by providing a tool for ad sales reps and advertisers to work together in order to understand the real impact that advertising plays in increasing advertiser sales," says RAM's head of research Staffan Hultén.

Advertising that focuses on brand building has the objective of providing a long-term effect and should be measured with the aim of understanding how the brand develops over time. True product advertising however, is used to provide short-term economic effects. RAM' s ROMI-calculator is designed just for this purpose.

The starting point for the calculation is RAM’s advertising effectiveness measurement results. The question concerning buying intentions shows the number of potential customers that the campaign generated - however the figure is often overrated, to varying degrees. Two additional bits of information need to be given to help calculate the true ROMI; the campaign cost and profit/contribution per customer.

romi1sv

The tool automatically calculates the potential total profit. In this example it is 847 600 SEK. 6880 people each contributing SEK 145 in profit / margin per person minus the campaign investment of SEK 150 000. The estimate also suggests that if only 15%, or 1030 people, out of a possible 6880 have answered truthfully, the campaign reached break-even.romi2sv

 

For more information contact:

Staffan Hultén, CAO RAM Group
Telephone: +46 (0)703 249193
E-mail: Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.

RAM launches a simple effectiveness campaign index.

PRESSRELEASE | January 19, 2017

RAM, a world leading media research company with one of the largest reference databases in communications, launches a new type of performance report that focuses on the basic tasks of an ad: to create action and strengthen the brand. This is a new KPI that both simplifies and deepens the analysis.

It can sometimes be complicated to analyze a report and relate it to advertising effectiveness as there are many contributing factors that need to be understood.

"With this evolution of the new KPI Index, we want to simplify the basic results and highlight the ability to enhance the brand and to create action. The overall efficiency is a combination of both" comments RAM's CAOStaffan Hultén

The starting point for these indices is the effectiveness results that a single ad or campaign generates in a standard RAM measurement. The results are compared to all measurements in the same industry, where the middle measurement receives an index of 100, for all image and action questions. It is now much easier to understand the ad's strength and weaknesses. The purpose of the report is that the sales representative and the advertisers can quickly understand how the ad is performing and initiate discussions on how campaigns can be improved moving forward.  

kpi1us

An important element of the new report, is the ability to easily see the best performing ads from the Publishers own database for the selected industry:  i.e. which ads perform best overall, and individually for Image and Action. This ability to highlight good examples of strong performing ads will be a great tool for the ad sales teams, and will give them a reason to discuss how communications can be developed moving forward. Additional information on the importance of ad environment for example will support the sales objectives of encouraging advertisers to increase their investment, with more effective, efficient advertising campaigns. 

kpiads


"With this report, RAM has not only created additional analysis, but also an increased understanding of how advertising works," comments Staffan Hultén.

An important task for RAM is to ensure that the measurements and results are easy to use in the day to day sales operations within media owners and consultants. The ability to produce results in a clear, concise manner that the advertiser can understand is the most important tool a media owner has.


For more information contact:
Staffan Hultén, CAO RAM Group
Telephone: +46 (0)703 249193
E-mail: Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.

RAM sets the standard for measuring Content Marketing Digital and Print - and creates an integrated tailor made database for Content marketing benchmarks.

PRESSRELEASE | 27 september, 2016

RAM, one of the world's leading media research companies  and owner of the world's largest reference database in communications, is now releasing a customized measurement tool that enables measurements of Content Marketing  on mobile phones, on tablets, on the web and in print.

There is a growing need to measure and benchmark all types of content marketing - both in print and online. Native- and content marketing services are developing rapidly and becoming increasingly important to be verified, evaluated and developed. To meet this need, RAM has created a tailor made measuring tool to evaluate the quality and value of content marketing.

There is a large and growing interest in content marketing among advertisers and the media industry. The area is growing, developing and attracting an increasing share of the advertising budget, but the big questions are the true short and long-term effects of content marketing. Are the unique effects as good as we hope, and how successful will they be in combination with other channels and other commercial elements of a media campaign? The great challenge is to understand the effectiveness of content marketing and its natural place in the media mix.

The survey tool is a hybrid between measuring the quality of content - editorial quality - and measuring the commercial quality – the ad effect. It is particularly important in the evaluation of content marketing to be able to measure both "ad impact" and pure "content quality".

The measuring tool includes a question bank with options to choose any of the questions considered relevant. Only questions concerning recall of the content and thoroughness are obligatory. To truly take advantage of the power of content marketing you need regular monitoring of the campaigns. The results are presented in clear reports with distinct variable comparisons and possibilities to scrutinize the results of all valid variables.

RAM Content Marketing Panorama

The color coding of the RAM's ad measurements reports are in line with the standard ad questions to allow comparisons - while the content/editorial questions are presented in purple graphs.

In the RAM reference database “Rametrics”, RAM clients can twist and turn all data, measurements and parameters stored over time, by using the pre made key reports. This also applies to all measured content marketing campaigns that can easily be analyzed in the readymade reports.

To get a better understanding of how different media channels communicate, advertising and content is essential to meet today's tough media climate, especially with the ongoing digital transformation and the increasing competition of advertising budgets. 

For more information, please contact Staffan Hultén

Contact:
Staffan Hultén
Telefon: +46 (0) 703 249193
E-post:
Tämä sähköpostiosoite on suojattu spamboteilta. Tarvitset JavaScript-tuen nähdäksesi sen.

About RAM - Research and Analysis of Media
With over 1 000 clients in 18 countries RAM, Research and Analysis of Media AB, is one of the worlds leading media research companies. RAM provides the industry with pioneering statistics of how ads, articles and other media communication are consumed and understood for both print and digital media.
Today RAM has the worlds largest reference database of communication consisting of over 70 million interviews with media consumers. RAM provides unique and strategic solutions with relevant insights to help increase media companies revenue, grow their audience and give them a clear understanding of the markets in which they operate, whether local, national or international.
Headquartered in Stockholm, Sweden, RAM has offices in EMEA, North America
RAM with partners reach over 20 million people in 70+ countries.
Learn more, please visit www.rampanel.com