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24 who have responsibility for both transit and billboards give advertisers are critical voices in a study concerning the appeal transit its fair share of attention and effort. of transit media. Section 9: New Media. Innovation is a key driver of con- The research plan with advertisers was to conduct 30-minute tinued growth of any business. In this section, the research telephone interviews of marketing and/or media decision team was looking to get a sense of which new media ideas makers across a variety of industries, national as well as for transit might spark additional interest on the part of local/regional, but all in the consumer products sector. The media planners. advertisers, like the media planners, had to have been able Section 10: Final Suggestions. In this final question, to consider transit, but did not have to have used transit. respondents were asked to write in their biggest ideas for The research team interviewed 14 advertisers in several dif- increasing the attractiveness of transit media to them- ferent industries. Questions focused on perceptions of tran- selves and their clients. sit media's image and effectiveness, as well as barriers to greater usage of transit. The interview guide is attached as The survey instrument, as seen online, is attached as Appen- Appendix B. dix A of this report. Advertising Sales Analytic Plan Contractor Interviews The analytic plan called for analysis comparing sub- Whereas media planners and advertisers are the buyers of segments. The main comparisons were between generalist transit media, advertising sales contractors are in many media planners and out-of-home specialists. Generalist media instances the sellers. For this study to be complete, it needed planners with clients who advertise nationally were also com- to include information from executives as well as senior sales pared with generalist media planners with clients who advertise personnel about how they pitch transit media to clients, what regionally or locally. Differences were considered significant at sells, what does not sell, and what obstacles and opportunities the 90% confidence level (i.e., there is a 10% or lower chance they perceived for greater transit advertising sales. that the differences observed in the data happened by chance). The plan was to interview a variety of advertising sales con- Secondary analyses included a comparison of transit enthu- tractors, including those with many transit contracts as well siasts (high level of usage) with those who rarely or never rec- as those with only a modest number of transit sales contracts. ommend transit. Also the responses of media planners who are The interview guide is attached as Appendix C. served by transit-dedicated sales representatives were compared to those of media planners who are served by sales representa- Transit Agency Survey tives who sell multiple media types. Several other "cuts" of the data are reported in the next chapter when the comparison As the owners of transit advertising assets, transit agency revealed findings of significance. marketing executives were the final important voice in this study; therefore, it was important to survey public transit agencies for their views on and experiences with growth. Tran- Advertiser Interviews sit agencies' points of view on which products have the ability The research team chose to emphasize research with media to generate the most advertising revenue growth needed to be planners over research with advertisers because of media plan- understood as well as the level at which transit agencies are ners' strong influence over advertisers' decisions. (This influ- engaging new technologies in the advertising space they offer. ence was corroborated in the media planner research, as will be The survey sent to 300 public transit marketing executives is seen in Chapter 3.) However, as the ultimate decision makers, attached as Appendix E.