Impact measurements for better business

RAM evaluates and describes how simple and complicated ad campaigns are perceived and work, both within the media's entire audience or within specific target groups. The method is based on interviewing a selection of people that have been exposed to a campaign, using well-tested, specialized questionnaires, with the purpose of evaluating how the campaign has affected the target group, reviewing the communication's various elements and showing what momentum it has generated.

The results of the survey can be compared with the reference values, in order to assess the results that have been achieved. Since 2001, RAM has evaluated more than 100,000 ads and banners, and carried out more than 50 million interviews, which has created a world-leading reference database that all of our customers can use for comparison purposes.

The results show how well the ad has been observed, how it is decoded, how the customer is perceived and how well it will lead to the consumers' actions. Extra questions - ad hoc questions - can be added to the standard survey for tailoring single evaluations.

RAM's impact evaluations are used within print, digital channels, radio, TV, outdoor ads and Direct Mail. Campaigns can be evaluated in single channels, or in combinations - multi-channel campaigns.

There are three main types of campaign evaluation:

  • Single ad measurements
  • Multiple measurements  in one media channel
  • Multichannel measurements 

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.

Irish Times readers think more highly of advertising sponsors 
How much are your non-clickers worth? Quantifying the value of online ad views over click-through
Our readers visit and buy in response to a supermarket brochure 
European Reader Survey shows women are more likely to read and act upon newspaper ads 
Quality title newspaper readers like a bargain too 

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