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