354 media buyers responded to an in house online questionnaire that Avanti emailed out to 2,303 randomly selected media buyers and planners in March 06.

There is a growing expectation to purchase Screenmedia:

44% of media buyers previously purchased any airtime on screens whilst 49% expect to purchase airtime on screens in the next 12 months.

Media buyer purchase of screenmedia - Previous & expected - Agree %

The research indicated that the potential of screenmedia in shopping malls is becoming increasingly understood:

• 61% of media buyers agree that the shopping mall environment can influence consumer behaviour.
• 46% agree that the shopping mall environment is right for their brands.
• 64% of media buyers aware of Avanti Screenmedia in malls agree that mall screens work well in conjunction with 6 sheets in malls.

Media buyer’s attitudes to the different sectors of screenmedia are often similar, but some differences do emerge:

• In-store TV performed the best for influencing consumer behaviour (64%), understanding how out of home screens add media value (48%) and the consumer being in a frame of mind that is receptive to advertising (56%).
• Bars performed best on fairly knowledgeable about out of home screenmedia (54%), environment is right for my brands (48%), expectation to purchase airtime in the next 12 months (33%) and previously purchased airtime (29%).

A standard trading currency is considered a key next step for the screenmedia industry:

Given the Screenmedia industry’s current competencies 73% think that it is very important for an industry wide audience measurement system to be addressed.