cat casestudies

 

A-Lehdet - Using Inviso measurements to increase knowledge of the web audience and increase the effectiveness of campaign measurements

CHALLENGE

A-lehdet is a Finnish media company that publishes magazines, which cover all fields of life from house repairs and decoration to cooking, free-time activities and well-being. A-lehdet is one of the largest magazine houses in Finland.

Lily.fi is a blog portal and social media community for active women owned by A-lehdet. Lily’s areas of subject are fashion, beauty, home, wellness and travel. Lily's content is made by professional journalists and over 6000 bloggers – both readers and advertisers together. Lily.fi website has approx. 170 000 weekly visitors.

  • A-lehdet started Lily.fi-web channel as a part of the multi panel, during autumn 2013
  • Every blog has its own target group. Understanding different needs and interests plays a key role.
  • The objective was quantify the role and effects of web and content marketing as part of campaign results, eg. concerning recommendations / testimonials.
  • Another goal was to improve the reliability of measuring the web audience (reaching the target group that has actually exposed to the content / advertising).

SOLUTION

A-lehdet started using the online audience tracking tool RAM Inviso in the autumn of 2013. Inviso was used for mapping the characteristic / demographics of different target groups reading Lily's blogs. Simultaneously, an easy and reliable way of measuring display advertisements was created.

  • Inviso was used to measure the readers' interests of the most popular blogs and to find out how many people have been exposed to advertising over the selected time span. This enabled to target the advertising post-measurements exactly to the target audience, which had been exposed to advertising during the campaign.
  • The post-tests directed to the exposed (content marketing and display) yielded information of how much more Lily has increased the effectiveness and reach of different campaigns.
  • Inviso measurement results provided valuable information about readers' interests, commitment, referral and willingness to purchase.
  • The study also provided information about the time of day when the target group can best be reached, and how many times different target groups have been exposed to advertising (frequency).
  • Example: A cosmetic advertiser had campaign, that consisted of print and display advertising and native advertising with some of the popular bloggers. Inviso and ad measurements were used to study the effectiveness and recommendations together with how much web has brought additional value to campaign results.

RESULTS

Case: Strengthening the image of an advertiser in cosmetics industry
Goal: To strengthen the image, to create some buzz and emotion around the brand
Target Group: women 30-54 years
How? Test group, print and online campaign, newsletter, blog cooperation

  • RAM Inviso measurement was used to monitor the visitors exposed to advertising at Lily website, which was followed by ad survey. Total number of exposures was 503 000, reach (exposed to advertisement) was 61 400 and 27 600 noticed the ad (ad recall 45%).
  • After Lily's ad measurements, the results were combined with print measurement results to get the reach of the campaign and the additional activation score to whole campaign brought by Lily.
  • Of those who had seen the campaign in print or web, 21-44 % was willing to recommend a product.
  • Those who had seen the ad both in print and web, even 88 % were willing to recommend a product
  • Consumers who saw the ad both in magazine and online, got a clearer picture of the brand
  • The results confirmed that each channel has its own important role in the successful multi-media campaign.

TESTIMONIALS


"A Great Tool from Any Perspective - I have been working with RAM for over three years. The insights provided by the RAM studies are worth their weight in gold. For most clients, the cost associated with doing this type of market research is prohibitive. Consequently, being able to provide this type of research gives me a competitive edge.

RAM bridges the gap between high quality market research and affordability. Their surveys tap into the current market with speed and accuracy without sacrificing the quality and depth needed to understand today’s multi-screen advertising ecosystem. Using their reports has empowered me, as well as the sales and marketing teams at LIN Digital and KXAN, to be able to present actionable intelligence, in an easy to understand format. Personally, some of the best reactions from clients when reviewing these reports are their willingness to accept recommendations to their current go-to-market strategy. RAM has helped me close some very large deals with the research they have provided. It has also made me an indispensable member of my clients’ marketing initiatives."

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

"RAM Panel offers my client detailed feedback from their target consumer. This tool gives myself and every other AE research and analysis to prove what works best for their client.”

-James M, Digital Marketing Consultant, KXAN 

“Great for added value to help guide current and future campaigns. It’s a high level business intelligence that our clients see as powerful and relevant.”

-Aaron B, Digital Marketing Spec, KXAN

“RAM is an excellent resource for any business wanting a greater understanding of who their audience is and what they want. The research they do is second to none.”

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

“RAM panel testing removes our own personal prejudices about the work and instead replaces that with the reaction of appropriate customers."

-Catfish Russ, Creative Director, KXAN

“The insights provided by the RAM studies are worth their weight in gold.”

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

Afiliaciones

  iabnaappalogo