Google


JULY 2006












privacy policy



If Not TV ... ?
1. For the majority of your brands (or those of your clients), how do you rate the effectiveness of television advertising?
  Response Percent Response Total
    Getting better
2.6% 5
    Getting worse
69.4% 134
    Staying the same
17.6% 34
    Don't Know
5.2% 10
  Other:
5.2% 10
Total Respondents   193
(skipped this question)   1
2. How actively are you seeking alternatives to traditional media?
  Response Percent Response Total
    Very actively. High priority and area of focus.
59.5% 113
    Somewhat. We are not leaders in this area but are experimenting.
34.7% 66
    Not really active. Not a priority area right now.
4.2% 8
  Other
1.6% 3
Total Respondents   190
(skipped this question)   4
3. Which of these alternative-media approaches have you explored?
  Response Percent Response Total
  In-Store Retail: (e.g., in-store TV, radio, point-of-sale, kiosk)
72% 136
  In-Market: (e.g., events, branded entertainment placement, satellite radio)
65.1% 123
  Online: (e.g., blogs, email, search engine, video games, micro sites)
81.5% 154
  3rd Screen/Mobile: (e.g., cell phone, podcasting)
35.4% 67
  None of these
3.2% 6
  Other
10.6% 20
Total Respondents   189
(skipped this question)   3
4. In general, how would you rate your ability to measure the effectiveness of these media?
  Response Percent Response Total
    Excellent
4.7% 9
    Very Good
14.7% 28
    Good
25.8% 49
    Fair
36.8% 70
    Poor
11.1% 21
    Don't know
2.6% 5
  Other
4.2% 8
Total Respondents   190
(skipped this question)   4
5. In general, how would you rate retail's potential as a medium for marketing?
  Response Percent Response Total
    Excellent
19.8% 38
    Very Good
30.2% 58
    Good
26% 50
    Fair
13.5% 26
    Poor
2.6% 5
    Don't know
3.6% 7
  Other
4.2% 8
Total Respondents   192
(skipped this question)   2
6. Which of the following retail media options do you currently use or plan to soon (check all that apply)
  Response Percent Response Total
  In-store radio
18.9% 35
  Off-shelf displays (temporary)
57.3% 106
  Off-shelf displays (permanent)
29.7% 55
  Cash-register receipt ads
18.4% 34
  Shopping cart ads
17.3% 32
  Floor messages
34.1% 63
  On-shelf coupon dispensers
27.6% 51
  Interactive kiosks
36.2% 67
  In-store events (sampling, demos)
59.5% 110
  Package design/enhancement
49.2% 91
  In-store television
23.8% 44
  Store-within-store (layout and design)
30.8% 57
  In-line shelf fixtures
26.5% 49
  All of these
4.9% 9
  None of these
12.4% 23
  Other
3.2% 6
Total Respondents   185
(skipped this question)   7
7. In most cases, what objectives do you have for retail media programs? (check all that apply)
  Response Percent Response Total
  Brand protection (reduce switching at point-of-sale)
36.6% 67
  Increase purchase size/quantity at point-of-sale
40.4% 74
  Increase impulse purchase
67.8% 124
  Reinforce brand image (translate brand campaign into retail environment)
65% 119
  Forge brand connection with shopper at point-of-sale
57.9% 106
  Top-of-mind brand awareness
60.1% 110
  Improve retailer relationships
49.7% 91
  Other
4.9% 9
Total Respondents   183
(skipped this question)   9
8. Which retail media performance metrics do you use? (check all that apply)
  Response Percent Response Total
  Brand recall
50.3% 92
  Ad recall
27.3% 50
  Medium recall (e.g., remembering which medium delivered the ad)
18% 33
  Change in length-of-trip duration
8.2% 15
  Brand-sales impact
67.2% 123
  Brand-share impact
37.7% 69
  Basket-sales impact
23.5% 43
  Consumer total share-of-needs impact
15.3% 28
  Return on advertising investment
40.4% 74
  Customer market share impact
23.5% 43
  None of these
10.4% 19
  Other
6% 11
Total Respondents   183
(skipped this question)   9
9. How would you describe the issues or limitations of retail media? (check all that apply)
  Response Percent Response Total
  Viewership: Tends to be ignored by shopper
46.2% 84
  Recall: Not long enough message to be remembered
36.8% 67
  Timing: Doesn't actually occur at the "moment of truth"
26.9% 49
  Pricing: Higher cost per thousand
30.8% 56
  Measurement: Not easier to measure than TV
46.7% 85
  Buying: Difficult to place media buy
28.6% 52