Covid-19 still has a grip on society and most of us have been working from home for a year now. However, we are seeing light at the end of the tunnel with the arrival of spring and the vaccination that is taking place. In this Insight newsletter, we will address new analysis opportunities but also remind you of previous releases we have made.
Magazines’ digital reach
As many of you have probably heard, a discussion about the total reach of magazines has been going on in the media industry recently. As Kerstin Neld and Fredrik Wass, Sveriges Tidskrifter, write, the scope of magazines is usually defined from the print perspective alone. Correct figures reported by Orvesto do not show the whole truth. Today, magazines reach a huge audience through their digital channels, podcasts, events, influencers, etc. together with the magazine itself.
Kantar Sifo, responds via Dagens Media; “Too small things simply cannot be measured in a panel”. According to Kantar, a range of around 40-50,000 per week is required to be able to be measured correctly in their digital panel.
We at RAM have responded on this matter to Sveriges Tidskrifter’s CEO and board. RAM wants to have a dialogue with Sveriges Tidskrifter to establish a digital measurement currency that can measure many more of their members’ digital channels. Together with CINT, RAM has a panel of approx. 550,000 individuals and with this panel we can carry out accurate and reliable reach measurements digitally. RAM reports according to Sweden’s Advertisers’ digital guide; individual reach and demographics consist of the panelists’ own data and not search patterns.
With the help of the RAM Inviso domain tag, we currently measure the digital reach of a number of newspapers and magazines and this can be applied to most media sites.
Speaking of reach?
With RAM’s large supply of panelists (the largest in Sweden if we can brag), we now make a significant number of reach measurements even offline. Customers come from both the magazine and newspaper sectors. Our methodology for example shows Orvesto on the front page of the magazine a few times a year and not just the magazine’s logo. We think this gives the newspaper / magazine a better and more reliable chance in such a measurement.
Cookie death, first-party data and transparent media measurements
The death of cookies and media measurements are highly topical in the first half of 2021 in the Swedish digital media market. Media agencies are concerned that Swedish publishers will build their own Walled Gardens and that advertisers will not receive relevant, comparable and transparent third-party campaign measurements.
The media agencies want to be able to get a total picture of customers’ advertising investments.
Even today, cookies work and we at RAM do not see any automatic removal of our cookies by our panelists.
RAM delivers digital advertising receipts and impact measurements daily through our media house customers to advertisers and agencies.
RAM has developed and launched the ability to add its first-party data as well as unique IDs to be able to link these to all RAM panelists.
This means that you as a RAM customer have a future-proof third-party survey to deliver to advertisers and agencies, which provides comparability even if each publisher conducts their own, unique survey.
RAM, on the other hand, can merge all separate RAM measurements to help a media agency get a complete picture of the digital campaign. Reach, frequency, demographics and power are reported without duplication between the measurements and no individual media house will be reported separately.
To secure future campaign metrics in a cookieless society, the RAM system needs to be integrated with publishers’ and their first-party data. This means that all RAM’s publishing customers can become transparent and work together to develop the Swedish advertising market and at the same time as a group compete with the American tech companies that today strengthen their position in the Swedish market.
Can be repeated!
A few years ago, we launched the RAM Emotion Map as an optional part of our effect measurements. This way of illustrating effectiveness results has received a boost in the past year and in today’s release (25/3 2021) the service has been refined.
Highlighting the effect of a piece of content with the help of emotions is relatable and easy to understand and creates a basis for discussion in most contexts.
The respondents choose between forty different expressions of emotion that they think match their feelings when they look at the content. A number of different ways to display this result, in your report, are available.
Last year, we presented RAM’s Direct Link, which can be used to get answers in a survey or measurement from non-panelists. A link that is simply open for anyone to answer. The link can advantageously be placed in a QR code or in a digital button in connection with a Native article, for example.
This summer, RAM presented Market Map, which has evolved from our previous Brand Map product, which RAM has offered its customers since 2015. Market Map is a very flexible product where a lot can be tailored for your particular measurement. As before, the service can be used for mapping, zero measurement, follow-up (lift), etc. And as with all RAM analysis products, it is just as easy to use offline as online.
Who is not interested in seeing how you are positioned in an industry survey based on variables that summarize your industry?
No-thanks-to-advertising-households – an important group for addressed magazines!
In connection with their completed reach measurements with RAM, our customer, Villalivet, has also investigated the effect of their communication in the group “No-thank-you-for-advertising”. This is a group that is growing according to PostNord and the biggest reason is that you as a recipient do not want piles of advertising to be sorted. After a number of measurements, we see that this group shows a greater commitment both in terms of the benefit effect and the purchase intention when they get Villalivet in the mailbox compared to those who wish to receive advertising. We find it very interesting!
If you have missed these, check them out
RAM’s founder and CEO, Staffan Hulténs, participation in the podcast The Marketer’s Guide to Reality.
Thank you for your time and do not hesitate to contact us if there is something you want to know more about or want help with!
/ We at RAM