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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

VG have used RAM since 2006. Over the course of these years RAM’s advertisement tests have represented a very important service that we provide for our customers and it is not uncommon for advertisers to presuppose RAM testing when they order campaigns. The really big value to us, however, lies in all the tests that have been conducted previously. The reporting in RAMetrics of these data affords us an invaluable insight into VG’s strengths and weaknesses as an advertising medium.

-Katrine Torkildsby-Reine, Market Analyst, Verdens Gang

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