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   Message: Can't deliver my full brand message 36.8% 67   Medium: Schlocky and less conducive to brand image. 28.6% 52   Promotion: No linkage to loyalty card programs 12.1% 22   Other 12.6% 23 Total Respondents   182 (skipped this question)   10

10. Have you participated in in-store television networks such as PRN, Sign Story, or those of Wal-mart, Best Buy, Target or Kroger?   Response Percent Response Total     Yes 22% 41     No 72.6% 135     Don't know 3.2% 6   Other 2.2% 4 Total Respondents   186 (skipped this question)   8

11. How would you rate results of your participation?   Response Percent Response Total     Much better than expected 0.6% 1     Better than expected 4.9% 8     As good as expected 16.5% 27     Not as good as expected 9.8% 16     Will never do it again 1.2% 2     Does not apply 65.9% 108   Other 1.2% 2 Total Respondents   164 (skipped this question)   28

12. If you did increase your retail-media budget, where would that money come from? (check all that apply)   Response Percent Response Total   Traditional media (broadcast) 53.6% 96   Traditional media (print) 33.5% 60   Sales promotion 17.9% 32   FSI or Co-op media 17.3% 31   Trade spend 17.9% 32   Category management 6.1% 11   P.R. 6.1% 11   All of these 10.6% 19   None of these 12.3% 22   Other 2.8% 5 Total Respondents   179 (skipped this question)   13

13. How do you find out about new in-store marketing solutions? (check as many as apply)   Response Percent Response Total   My Sales Force 28.2% 50   In-store marketing/media vendors 53.7% 95   Ad agencies 28.8% 51   Sales promotion agencies 26.6% 47   Business press 45.2% 80   Trade shows/seminars 35.6% 63   RSS feed blogs 12.4% 22   Mail or email newsletters 30.5% 54   Other 5.6% 10 Total Respondents   177 (skipped this question)   15

14. Which national brands have most successfully made the transition to a post-television media marketplace and why?  Total Respondents   78 (skipped this question)   114

15. Which other brands have found a way to succeed without traditional media and why?  Total Respondents   63 (skipped this question)   129

16. And just a bit about you ... Type of company:   Response Percent Response Total     Agency 39% 73     Manufacturer 15% 28     Service Industry 4.8% 9     Consulting Firm 19.8% 37     Marketing Services 10.2% 19     Media 1.1% 2     Academia 1.1% 2     Not-For-Profit 2.1% 4     Retail 3.7% 7   Other 3.2% 6 Total Respondents   187 (skipped this question)   7

17. If Manufacturer or Service industry, which Industry:   Response Percent Response Total     Apparel 0% 0     Automotive 1.2% 1     Computer/Software 2.4% 2     Consumer Electronics 2.4% 2     Financial Services 4.8% 4     Healthcare/Pharmaceutical 6% 5     Media/Entertainment 9.6% 8     Packaged Goods 37.3% 31     Restaurant 7.2% 6     Retail 6% 5     Telecomm 1.2% 1     Travel & Leisure 2.4% 2   Other 19.3% 16 Total Respondents   83 (skipped this question)   109

18. Size of Company:   Response Percent Response Total     Less Than $500MM 71.3% 127     $501MM - $999MM 10.7% 19     $1B - $2B 7.9% 14     $2B-$5B 2.8% 5     $5B- $10B 2.8% 5     $10B+ 4.5% 8 Total Respondents   178 (skipped this question)   16

20. Number of years in marketing:   Response Percent Response Total     More than 15 56.8% 105     Ten to 15 21.6% 40     Five to 10 15.1% 28     Fewer than 5 6.5% 12 Total Respondents   185 (skipped this question)   9