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Surveys for modern newspapers
2
Where we are…
3
…and what we do…
4
Ad hoc
Quali-SorterPage Traffic
WebRAMArticle surveysAd surveys
SuperViewPanel Management
5
RAM-Products
Standard surveys in 48 hours: • Ad surveys• Article surveys• Banner surveys (WebRAM)• Page Traffic
Ad hoc surveys:• add-on questions• stand-alone surveys
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Ad survey Article survey Banner survey
7
References are available for:
• own newspaper• home market• other markets/countries
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Useful comparison with similar ads
1. All2. Men3. Women4. 16-29 yrs5. 30-49 yrs6. 50-90 yrs
9
Development (2001 - 2007)
29 454
2142
3271
5889
9767
12179
0
2000
4000
6000
8000
10000
12000
14000
2001 2002 2003 2004 2005 2006 2007
10
RAM Surveys 2001-2007
0
2000
4000
6000
8000
10000
12000
14000
2001 2002 2003 2004 2005 2006 2007
Time
No
of
su
rve
ys Ad hoc
WebRAM
Page Traffic
Articles
Ads
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Some theories and thoughts aboutadvertising in newspapers in the
RAM context
12
Standardised questions – RAM saves all data in
databases
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The questions can be placed into 3 groups
Brand
Creativity
Relevant & interesting
RelevantIntrestingPositive to senderNew informationLiking
Creating emotionsOriginality
Previous knowledgeTies to the brand
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RelevantIntrestingPositive to senderNew informationLiking
Creating emotionOriginality
Previous knowledgeTies to the brand
Media effectsThe snapshot
ObservationThorough reading
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The result is determined by
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Medieeffekter
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22%
18%
15%
12% 10%
8%
4%
22 %18%15%12%10% 8% 5%10%
10%
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The ad 0,5 sec 1,5 sec 3,0 sec
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Keeping readers ”inside” the ad – Staying Power
“Staying power” measures the time spent noticing
ads
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”There’s therefore rarely
time to solve riddles”
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The ad’s 3 main tasks:
1.Get noticed2.Create the correct association3.Lift image or create action
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About 40% have average scores
Approx. 30% are clearly above average
Approx. 3 % are truly excellent ads
Approx. 30% are clearly below average
Stopping power’s distribution
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Mission fulfillment
Bra
nd
Lin
kag
e
Brand Demand
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Various ad formats
70 % 69 % 69 %
62 % 62 % 62 %
56 % 55 % 54 %51 %
49 %47 %
46 %44 %
40 %38 %
35 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
25
62 %
61 %
60 %
60 %
59 %
59 %
59 %
57 %
57 %
57 %
57 %
56 %
56 %
56 %
56 %
56 %
55 %
55 %
53 %
53 %
52 %
52 %
52 %
49 %
47 %
47 %
0 0,1 0,2 0,3 0,4 0,5 0,6 0,7
Petroleum Products
Food
Entertainment
Job Ads
Advertising/Information/Marketing
Sport/Leisure/Garden
Travel/Transport
Hygiene/Cosmetics
Department Stores
Textiles/Clothes/Shoes
Chemical and Technical Products
Real Estate
Financing/Insurance
Watches/Gold/Optical/Photography
Profiling
Lotteries/Football Pools/Competition
Books/Education
Furniture/Home/Household
Office/Computer/Telecommunications
Radio/TV/Video/Music
Internal ads
Pharmaceutical/Health
Building/Construction
Car/Car Accessories
Detergent
Industry
RAM – Research and Analysis of MediaStockholm, Sweden
Johan Wilberg+46 7333 586 47 [email protected]