surveys for modern newspapers. 2 where we are… 3 …and what we do…

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

11

Some theories and thoughts aboutadvertising in newspapers in the

RAM context

12

Standardised questions – RAM saves all data in

databases

13

The questions can be placed into 3 groups

Brand

Creativity

Relevant & interesting

RelevantIntrestingPositive to senderNew informationLiking

Creating emotionsOriginality

Previous knowledgeTies to the brand

14

RelevantIntrestingPositive to senderNew informationLiking

Creating emotionOriginality

Previous knowledgeTies to the brand

Media effectsThe snapshot

ObservationThorough reading

15

The result is determined by

16

Medieeffekter

17

22%

18%

15%

12% 10%

8%

4%

22 %18%15%12%10% 8% 5%10%

10%

18

The ad 0,5 sec 1,5 sec 3,0 sec

19

Keeping readers ”inside” the ad – Staying Power

“Staying power” measures the time spent noticing

ads

20

”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

23

Mission fulfillment

Bra

nd

Lin

kag

e

Brand Demand

24

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 johan.wilberg@rampanel.com