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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

The Irish Times use RAM to drive revenue from not only existing clients but also new revenue:
Clients love RAM: they get detail about how their insert worked or didn’t work. We gave one supermarket chain their RAM feedback on a Monday and secured three further ad bookings from them by the Wednesday. The RAM research we did for a book store on their Christmas insert campaign led to further bookings. We also take examples of successful inserts measured on RAM out to new clients to show them what results they could get by advertising with us. RAM is a great opening for us in accessing clients - instead of just selling to them we can offer them research on their brand which gets us appointments.

-Pier Wall, Senior Sales Manager, The Irish Times.

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