By evaluating an individual advertising unit, e.g. an ad, you can show how it has been noticed by different target groups, what it communicated and how much impact it has. It also provides an opportunity to analyze what has influenced the advertising unit's impact in more detail and thereby function as a proactive basis for further improving the advertiser's efficiency.
With RAM's effectiveness measurements, the media increases its knowledge of how the advertiser's communication is working and can be a competent advisor in how the impact can be improved.
Advertising units are measured in four main ways:
- Ad recall – How well has the reader noticed the ad?
- Brand linkage – How well can the reader connect to the right brand?
- Relevance & engagement – What interest and relevance is perceived?
- Call to action (optional questions) – What action(s) does the reader take?
In as little as 24 hours, the measurement results are reported online and the customer can view the data, compare with the reference database and analyze the performance of the individual advertising unit. The results are easy to interpret and available as raw data, Excel files or PowerPoint presentations.
RAM's reference database, with more than 50 million completed interviews, gives customers the opportunity to carry out their own target group analyses with benchmark comparisons, based on industry, placement, format and many other options.