What?

Web banner measurement provides information about which and how many of the visitors to a site noticed a particular ad, and what impact it had. The results are presented on-line with reference values and target group information. 

Why?

The study describes the ad's ROI (Return On Investment) by measuring the observation (awareness) level and impact. The information gained increases understanding of how the communication is working, and is a supplement to pure visitor statistics or hit rates. The user can carry out their own analyses and link the results to different subpages, the editorial environment, screen placement, format, color, animation, industry segment, target audience, etc.

Media owners that use RAM for both print and web can also carry out multi-impact analyses of campaigns that are measured in both channels.

How?

A survey round (5-8 banner ads) is ordered and sent out to the panelists via e-mail. The questionnaire shows each banner ad in its actual environment and includes some fifteen questions, ranging from observation/awareness to likelihood to visit or purchase. Results of the target group and reference values are available on-line immediately after completion of the survey.

A banner, for example, can be compared with an animated ad and with the median value for banner ads globally.

Benefit?

Web banner tests are interesting to a wide range of people: web departments, advertising departments, advertisers, and media and advertising agencies. The results are used - among other things - to increase understanding of the site's qualities as an advertising channel, to develop relationships with advertisers - and therefore increase advertising sales - and to help in pricing different ad formats.