Google

OCTOBER 2004
Digital Media Networks

Have you been involved in using digital media networks at retail?

Responses Number of
Responses 		  Percentage
Yes
72 43.6%
No
90 54.5%
Other
3 1.8%
Total
 165


What do you see as the main benefits? (check all that apply)

Responses Number of
Responses 		  Percentage
Flexible targeting of messages to shoppers
107 17.1%
Attractive to shoppers
82 13.1%
Improved promotional effectiveness
97 15.5%
Ability to demonstrate products
99 15.9%
Improved market research and product development data
59 9.5%
Enhanced customer service
65 10.4%
Measurability of results
57 9.1%
Train In-Store Personnel
41 6.6%
Other
17 2.7%
Total
 624


What do you see as the main drawbacks? (check all that apply)

Responses Number of
Responses 		  Percentage
Shoppers don't have time to watch
73 13.7%
Retailers turn off the systems
48 9.0%
Adds clutter/noise to the retail environment
70 13.2%
Content is irrelevant to brand objectives
17 3.2%
Content management is complicated
51 9.6%
Lack of integration with the retail environment
49 9.2%
Lack of media-buying standards
39 7.3%
Lack of measurement standards
49 9.2%
Lack of critical mass
45 8.5%
Cost is prohibitive
73 13.7%
Other
18 3.4%
Total
 532


What do you see as the primary creative challenges/opportunities?



Which brands are doing the best job with digital media networks at retail and why?



What types of displays have you used? (check as many as apply)

Responses Number of
Responses 		  Percentage
Plasma Screens
43 12.6%
LCD Screens
56 16.5%
POS Displays
55 16.2%
Kiosks
75 22.1%
ATMs
44 12.9%
PCs
56 16.5%
Other
11 3.2%
Total
 340


How have you used the systems? (check as many as apply)

Responses Number of
Responses 		  Percentage
Multiple brands sharing air time, like television advertising
52 39.1%
Single brand using a display system, usually located next to the promoted product.
66 49.6%
Other
15 11.3%
Total
 133


Where have you used such systems? (check all that apply)

Responses Number of
Responses 		  Percentage
Supermarket
36 14.9%
Drug
9 3.7%
Mass Merchandise
32 13.3%
Club Stores
8 3.3%
Convenience Store
23 9.5%
Department Store
29 12.0%
Boutique
10 4.1%
Restaurant
15 6.2%
Nightclub
11 4.6%
Hotel
24 10.0%
Other
44 18.3%
Total
 241


Where were the screens located? (pick as many as apply)

Responses Number of
Responses 		  Percentage
Outdoors
11 5.6%
Common Area
85 43.1%
End-Aisle
38 19.3%
Shelf
23 11.7%
Checkout
24 12.2%
Other
16 8.1%
Total
 197


Who owned/controlled the system? (check as many as apply)

Responses Number of
Responses 		  Percentage
Retailer
55 38.7%
Brand
31 21.8%
Advertising Agency
10 7.0%
Channel-Specific Media Owner
33 23.2%
Other
13 9.2%
Total
 142


My company size in (US Retail topline revenues)

Responses Number of
Responses 		  Percentage
Less Than $500MM
94 71.2%
$501MM - $999MM
12 9.1%
$1B - $2B
6 4.5%
$2B-$5B
5 3.8%
$5B- $10B
4 3.0%
$10B+
11 8.3%
Total
 132


Do you work at:

Responses Number of
Responses 		  Percentage
Agency
33 21.6%
Manufacturer
18 11.8%
Service Industry
11 7.2%
Consulting Firm
26 17.0%
Marketing Services
35 22.9%
Academia
5 3.3%
Not-For-Profit
4 2.6%
Other
21 13.7%
Total
 153


Your Title:



Number of years in marketing:

Responses Number of
Responses 		  Percentage
More than 15
67 42.7%
Ten to 15
37 23.6%
Five to 10
28 17.8%
Fewer than 5
25 15.9%
Total
 157


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