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The Dispatch Media Group - The effect of using advertising in more than one channel

Challenge

The Dispatch Media Group is a multi channel RAM client in central Ohio. They operate media on platforms that includes newspapers, radio, television, magazines, and many websites. The purpose of their case study was to study the effect of using advertising in more than one channel.

Solution

The Greater Ohio Home and Garden show executed a multi channel advertising campaign. The advertiser selected ten different channels including the daily newspaper, an alternative newspaper, the local radio station, local television, two magazines and four web sites. This was a complex order and difficult to determine the success.

Dispatch Media Group used RAM to measure across all these channels. Each media channel had a unique audience panel within the Dispatch Media Group multi panel.

Results

The results of RAM measurements were attained from 1,592 respondents. Reports showed the campaign reached 48% of the entire population in the market. The incremental lift was presented for each media and used for evaluation and future strategies.

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.

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