audience measurement of the advertising · •audience measurement of the advertising panels inside...
TRANSCRIPT
• Audience Measurement of the advertising panels inside Subway and Train Stations
• Integration in the Global OoH Measurement System
• Integration in the Media Planning Tools and processes
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Data Source: GEOMEX (Spanish OoH Audience System)
Sample: 8.756 individuals (More than 22.OOO nat.)
Madrid AM: 4.518 Barcelona AM: 4.238
Journey Data:
Tablet PC (2000->2007) F2F A-GPS (2008-> )
Socio- Demographic data & Lifestyles'
Journeys Last 7 days
Mode. [Bus & Underground: map assisted]
Purpose.
Time & Duration.
Frequency.
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Location & identification of all entry & exit doors of each station on the digital maps of the cities
Entry & Exit doors: 730
Stations: 274
Panels: 9,492
Issues (it is a DRAWING !!!!)
Not useful for traffic analysis No transit axis No “intelligence” . No way to
differentiate a stair or a corridor
Information provided by City council: CAD Files of stations.
It was mandatory to create a “Digital map”, a cartography map. Axis or segments of traffic
Platforms with length and width
Location of each panel
Classification of each element in the station Hall Entry / Exit Platform Corridors Stairs
• Manual process to prepare and adapt all CAD File. – Axis simplification
– Panel identification and location
• Specific Software development that converts CAD files to Digital Map files.
Not all information updated or complete.
All floors were drawn in the same level. Difficult to understand.
Problems with code and Ids between city council and media owners.
Cartography Generation
Hall
Entry & Exit Doors Platform Access
L-10
Plza Castilla
L-10
Bernabeu
Hall
Entry & Exit Doors Platform Access
L-10
Plza Castilla
L-10
Bernabeu
Hall
Entry & Exit Doors Platform Access
L-10
Plza Castilla
L-10
Bernabeu
L-10
Plza Castilla
L-10
Bernabeu
Plaza
Cuzco (impar)
Plaza
Cuzco (par)
- Equi-probability (1/n-exits)
- Street proximity Traffic flow based in the
journey direction
AUTOCAD original file
Traffic Axis drawn in AutoCad
Station information, now converted in GIS File Format (SHAPE), It is now compatible and useful for the software to
operate and “understand" it.
Panel location in AutoCad
Panel location, size , orientation, etc.
Platform 1
Platform 2
Platform 2
Platform 1
Platform 2
Platform 1
Platform 2
Platform 1
Platform 2
Platform 1
• Process: From CAD file to SHAPE (GIS) file
Type #
Entry / Exit doors 730
Platforms 1.355
Stairs 1.581
Escalators 1.002
Corridors 4.328
Mechanical Corridors 9
Halls 1.031
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Information available by journey
Entry Street / Exit Street
Time
Entry Station / Exit Station
Lines used
Connexion Lines & Stations used
Information needed:
Entry/Exit Door
Internal Path inside the Station
Connexion inside
Position of each individual on the Platform
Probability Distribution based in the proximity of the street that the individual was before entry and after exit based
in the path of his journey.
Each path divided in 3 parts (Type of axis) Entry/Exit
Platform
Connexions
On the digital cartographic maps with a specific developed software, it calculates the optimum journey path and its probabilities based in minimum distances and maximum easiness.
Probability automatically assigned if there are various alternative paths.
The internal path of most stations are unique and without options.
(Very different form the open air city journeys).
Platform
Most Probable
Path
The Software calculates the path of the journeys inside the Stations.
Platform
Most Probable Path
Origin Station [2 entry corridors]
Destintation [1 exit corridor]
Most probable area
The position most probable in the platform is based in the exit corridor of the station at the destination
Most Probable Area Origin Station [2 entry corridors]
Destintation [1 exit corridor]
The position at the platform is based in the entry corridors that connect in the origin station.
0 80
Corridor 1 Corridor 2
1
0.5
Center
0 80
1
0.5
Normal Distribution. 0 & Platform Length
Corridor 1 Corridor 2
0 80
1
0.5
Corridor 1 Corridor 2
Panel A
Panel B
Panel C
Panel D
Panel A
Panel B
Panel C
Panel D
Panel A
Panel B
Panel C
Panel D
0 80
1
0.5
Visibility Zone Panel C
0 80
1
0.5
Visibility Zone Panel C
Metrics
Metrics are calculated in the same process, sample and criteria as the rest of Out of Home
Data
Data is integrated seamlessly with the rest of outdoor networks.
Standard Media Planning Software (i.e. Tom Micro) for Media Agencies.
It is able to make Networks Optimization