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B-1 APPENDIX B Advertiser Interview Guide October 2, 2007 Have you used OOH? What percent of your total media spend is allocated to OOH? Image Have you used Transit media? IF NO, why not? What is your image of transit media? Does it differ from your image of other OOH media? If yes, IF YES: how so? Who do you think is the target audience for transit Has your usage changed/increased over time? Were you reluctant to try transit? If so, why? media? Do you think of transit as a national or local medium? What percent of your total media spend is allocated to Transit media? If you have used Transit, what was the objective of the Media Planning/Purchasing Process campaign? What do you think are the best applications for Transit? Do you advertise nationally, regionally/locally, or both? Driver of campaign or supplemental? How do you purchase media? (in-house vs. agency?) Build/extend reach or frequency? What types of media do you [they] purchase [on your Launch of a new product? behalf]? "Heavying up" in a certain geography? Who selects the different types of media? Can you explain the planning process? Do you ever request certain media? Attributes/Benefits Do you ever specify that you'd like to use transit or is it rec- What are the benefits of transit? ommended to you? When you purchase transit, is it part of a package of out- Do the benefits differ from other OOH media? What door media or is it purchased on a standalone basis? about BB? Do you make one purchase for the year or purchases on an ad hoc basis? Barriers Are the purchases of transit media planned or purely opportunistic? What do you see as obstacles for using transit media on a Who develops the "creative" for Transit? larger scale or more frequent basis? Usage of Transit Metrics/Measurement Do you have a typical media plan? or does it vary? How important are metrics in selecting media? If it varies, under what circumstances? (probe for differ- Are you feeling increased pressure internally to measure ent campaign objectives) your media effectiveness?

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B-2 In your current media mix, how much of it do you cur- Satisfaction with the rently measure? Sales/Purchasing Process Do you feel your current media mix is effective? How do you learn about transit media? Would your usage of transit media increase if a measure- Are you ever approached by advertising sales contractors ment system was established? or the transit agencies themselves? Satisfaction with Transit IF YES TO ASCs: How confident are you that transit delivers impact for your How satisfied are you with the sales representative present- business? (more or less than with other media?) ing transit? Did it meet your expectations or fall short? Are the benefits of the medium clear to you? Did you see an impact on your business/organization? How do they compare to other media sales reps? New Media Competitors of Transit How has digital advertising changed your media choices, if What else did you consider doing with the budget you at all? spent on transit? Do you generally look for innovative/non-traditional types Do any of the new outdoor media threaten to take the place of media for your advertising needs? or do you tend to stick of transit in your plan? w/ more traditional media? How much of your media budget is spent on new media? Other How much has that increased over the years? What new media formats in transit are you aware of? What are the top 2-3 marketing challenges or concerns you Are any appealing to you? face as a marketer in your company today?