This collaboration gives Cint's customers easy access to the RAM system, and RAM customers access to a considerably larger audience of online panelists as well as the ability to understand real-time demographics of individuals rather than unique browsers, says RAM.
The demand for transparency within the media and advertiser markets has emphasised the importance of measuring digital media with demographic audience data in addition to stating the number of unique browsers.
To meet this demand, RAM and CINT have joined forces to create one of the world's largest combined panel platforms for media analysis with over 20 million individual panelists worldwide. The advantage of this newly combined panel, say the two companies, is the ability to obtain demographic data on each visitor, both exposed and unexposed, to an advertisement or article. This function is available to all RAM clients, giving them the possibility to measure the effectiveness of a digital media advertisement and at the same time get hold of individual demographic data.
"The collaboration with RAM is a natural part of our development, offering a combination of demographic and behavioral data giving deeper insights into media consumption and other services in real-time. The combination of RAM's products and Cint's technology and reach is ideal for customers who needs a swift and targeted consumer measurement", explains Morten Strand, CEO, Cint.
RAM says that the collaboration can be understood in the light of the increasing importance of Big Data for the media sector. Media companies need to understand their audiences, both to improve their editorial content and to justify new marketing investments from advertisers.
"It is no longer enough to talk about a number of impressions, or readers. The future lies in understanding which individuals the campaign actually reaches. Advertisers demand, and rightly so, to know in real-time which individuals they are reaching and important demographics like gender, age, education, income and interests. The cooperation with Cint enables us to offer this to our customers worldwide and specifically in RAM's important markets of the UK, Germany and the US. We look forward to a close collaboration with Cint and the benefits this will give our customers", says Johan Karlsson, CEO, RAM Group.
The integration of the RAM system and Cint's insight exchange platform results in demographic information being available for all digital media formats such as video, display, articles or content marketing. Furthermore, RAM can offer the same solution for print, which enables new customers without a media panel to measure their media from the first day. The same can be said for Cint customers who will swiftly be able to get standardised and cost-efficient media measurements with the RAM system.
"This is an important development for us at RAM; we believe that individual based, real-time demographic information constitutes a new standard in measuring and analysing digital media," Johan Karlsson concludes.
