cat casestudies

 

Turun Sanomat - Using multipanel measurements to increase knowledge and effectiveness of multi-channel campaign planning

CHALLENGE

  • Turun Sanomat is a media client from Southwest Finland, with the main product being the printed 7-day newspaper, Turun Sanomat, with 204 000 daily readers and average distrubution 97 289. Turun Sanomat is a multichannel media, and has in addition to the printed newspaper, also website, mobile and tablet optimized digital publications.
  • Turun Sanomat faces similar challenge as majority of the printed newspapers globally: achieving and measuring advertising effectiveness not only in the printed paper but also among digital audience of website, mobile and tablet users.

SOLUTION

  • The print media-website panel of Turun Sanomat was recently converted to multi-panel, including mobile and tablet optimized channels and panels, in addition to the printed newspaper and website content user panels. After the conversion, the panelists were asked about their usage of the new channels in order to bring the panelists’ cross-media usage up to date.
  • The survey measurements can still be sent to individual panels (eg. the readers od the printed newspaper or website users). However, in case the objective is to achieve sharper and integrated campaign measurement results, it is possbile to measure readership, ad recall, brand engagement, awareness and call to action metrics across all of the media platforms’ panels to find out differences among different demographic and user segments of media platforms (young, middlle-aged, primary print users, mobile users etc.).
  • Example: Sports equipment and clothing chain executed a multi-channel campaign and chose Turun Sanomat printed newspaper, website and mobile media platfroms. Turun Sanomat utilized the multi-panel, provided by RAM, for campaign measurement across all three channels.

RESULTS

  • The results of RAM survey were collected from 410 panelists. The results showed that the print media still has an important role in the campaign as a whole and the ad recall metrics for print were high.
  • Ad engagement was higher among website and mobile audience.
  • Call to action was almost double among mobile audience.
  • Thus, based on the results, digital and mobile platforms have an important role as supporting medias in the campaign based on the positive results increasing campaign effectiveness and increasing the call to action results in the target group. The results confirmed the client’s understanding of multi-channel campaign effectiveness.

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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