Geotrans - Bus Ads Audience Measurement (English Version)
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Transcript of Geotrans - Bus Ads Audience Measurement (English Version)
Bus Audience Measurement System
GEOTRANS
Methodology
•Technical Committee
•Operative since 2005
OoH in Spain - GEOMEX
• It is the Outdoor Audience Measurement System
• Whole Market Standard. It is a Currency
• Uses the same methodology and measures as other media.
• It is financed and checked by the Media Agencies & Out-Of-Home Companies.
• Facts:– >120.000 panels controlled– Update in a weekly basis during the whole year.
Journey data
Interview - Tablet PC with digital map
Interview - Tablet PC with digital maps Train and subway lines and stations integrated
Journey data
Madrid 2008A-GPS
GEOTRANS - Basic Concept
The opportunity that a person can see a bus depends upon the time of that person being on a specific street block and the bus passing through that same
stretch at the same time.
BusLine
Person Journey
Process Movements and journeys of individuals from GEOMEX
Bus movements obtained by GPS from TMB
Opportunity to See an advertising panel. Impact
Audience calculation similar to GEOMEX
Data integration with the rest of outdoor networks.
Standard reports and tables.
Standard Media Planning Software (Tom Micro).
Networks Optimization
Bus Timing Distribution
• TMB Bus Line Data– Start journey time & timetables– Average Speed per day and time frame – Passing time through Maxi-nodes – GPS control.– Bus Stops
We need to know where the bus is each second We need to know where the bus is each second
*TMB Transportes Urbanos Barcelona: Bus transport company ruled by city council
• Information calculated with TMB data– Precise instant the bus entries in the stretch– Period of time the Bus remains in the stretch
Bus Timing Distribution
• Data from GEOMEX for each individual– Path / Route– Start journey time– Journey Duration– Length– Transport Media– Correction factors by time frame and stretch.
We need to know when and where is each individualWe need to know when and where is each individual
Population Timing Distribution
Coincidence “Individual – Bus” in the same stretch and time.
Time
Bus 1
Ind
. A
Partial overlapping in stretch. Possible coincidence Individual C – Bus #3
Bus 3
Ind
. C
10:00 10:20 10:40 11:00
No Coincidence Individual A in stretch with any Bus
Some cases of possible coincidence in one stretch.
How can we know when the bus meets the individual on the street?
Coincidence Individual B with Bus #2
Ind
. BIn
d C
Bus 2
Stretch Coincidence Analysis
Graph Space – Time.Case: Overlapping in the same direction (transport media is not taking into account yet)
Time
Bus
1
10:00 10:20 10:40 11:00
Space (m)
Stre
tch E
Stre
tch F
Speed (Space/Time)
10
20
30
50
60
70
80
Stretch Coincidence Analysis
Graph Space – Time.Case: Overlapping in the same direction (transport media is not taking into account yet)
Time
Bus
1
Ind.
A
10:00 10:20 10:40 11:00
Space (m)
Stre
tch E
Stre
tch F
Speed (Space/Time)
Individual and Bus with the same speed. No contact possible.
10
20
30
50
60
70
80
Stretch Coincidence Analysis
Graph Space – Time.Case: Overlapping in the same direction (transport media is not taking into account yet)
Time
Bus
1
Bus
2
Ind.
A
Ind. B
10:00 10:20 10:40 11:00
Space (m)
Stre
tch E
Stre
tch F
Crossing. Person overtakes bus (at 50m)
10
20
30
50
60
70
80
Stretch Coincidence Analysis
Graph Space – Time.Case: Overlapping in the same direction (transport media is not taking into account yet)
Time
Bus
1
Bus
2
Bus
3
Ind.
A
Ind. B
Ind. C
10:00 10:20 10:40 11:00
Space (m)
Stre
tch E
Stre
tch F
Coincidence in the same stretch.
10
20
30
50
60
70
80
Bus Stop Effect The average speed does not represent the reality of
the bus movement. Coincidence possibilities must reflect this effect.
Stretch Coincidence AnalysisGraph Space – Time.
Case: Overlapping in the same direction (transport media is not taking into account yet)
Time
Indi
vidu
al A
10:00 10:20 10:40 11:00
Space (m)
Stre
tch E
Stre
tch F
10
20
30
50
60
70
80
Bus Speed Simplification
Real SpeedBus #1
Bus
#1
Bus #1 average Speed(Space/Time)
Bus Stops
Individual's route
Time distribution and permanence by stretch. It depends on the stretch length and number of turns. It is a function of type of transportation (Walking, car, bus,…).
Constant Pedestrian Speed. Known bus speed by SAE/GPS System. Car Speed calculated.
It is a function of time frame of the day (correction factors).
Calculation of the gap generated by the change on the type of transportation (underground, bus, car, etc.)
But….
How can the individual entry time be calculated?How can the individual entry time be calculated?
But…..
Do we really know where is each individual exactly at any given time?
NO
“Heisenberg’s uncertainty principle”
“Heisenberg’s uncertainty principle”
The quantum mechanical principle states that it is not possible to simultaneously determine the position and momentum of
a particle. Moreover, the better position is known, the less well the
momentum is known (and vice versa).
“Heisenberg’s uncertainty principle”
Quantum Physics gives us the tools to solve our problem:
“PROBABILITY Aproach”
Stretch entry time calculation
There is an uncertainty about where and when is each individual
The methodology must reflect this lack of accuracy
It is needed to calculate the entry time in each stretch and its uncertainty.
Example: Individual Route Time Calculation
Start End
8:00
Stretch #1 Stretch #2 Stretch #3 Stretch #4
9:00
5’ 5’ 30’ 20’
Start End
8:00
Stretch #1Stretch #2 Stretch #3 Stretch #4
9:00
Uncertaintylevel
“Constant” Deviation
Individual starts and ends a specific route therefore the level of the uncertainty in these points is minimum while in between those points the level of uncertainty
reaches the maximum level
5’ 5’ 30’ 20’
Time of Entry
Example: Individual Route Time Calculation
Start End
8:00
Stretch #1Stretch #2 Stretch #3 Stretch #4
9:00
Uncertaintylevel
Maximum level of uncertainty
“Constant” Deviation
We know when an individual starts and ends a specific route therefore the level of the uncertainty in these points is minimum while in between those points the level of uncertainty reaches the maximum level
5’ 5’ 30’ 20’
Uncertainty:
- Change of stretch- Transportation change- Distance covered
Time of Entry
Example: Individual Route Time Calculation
Probability of an individual entering in the stretch
Start End8:00
Stretch #1Stretch #2 Stretch #3 Stretch #4
9:00
Time of Entry8:00 8:10
5’ 5’ 30’ 20’
Deviation
8:148:06
Probability
“Bus–Individual” Intersection
Time of entry8:00 8:10 8:148:06
Space (m)
Indi
vidu
al
Spee
d
Real SpeedBus #1
The introduction of uncertainty gives the probability of intersection
Probability “Bus–Individual” Intersection
8:00 8:10 8:148:06
Probability of intersection:X>= 8:06X<= 8:08
Entry time in stretch
Space (m)
Indi
vidu
al
Spee
d
Opportunity to see
Once the intersection possibility is calculated, the next step is to determine if this individual is able to see the advertising
panels on the bus.
BUS
Rear
Panel
Right Side Panel
Left Side Panel
Pedestrian(50% )
Pedestrian(50% )
Street Right Side
Street Left Side
Stre
et w
idth
Wid
th/2
Impact Probability
BUS
Rear
Panel
Right Side Panel
Left Side Panel
Pedestrian(50% )
Pedestrian(50% )
Impact Probability of person walking on the street in the same direction of the bus
BUS
Rear
Panel
Right Side Panel
Left Side Panel
Pedestrian(50% )
Pedestrian(50% )
Wid
th/2
Impact Probability of person walking on the street in the same direction of the bus
BUS
Pedestrian(50% )
Pedestrian(50% )
Wid
th/2
Impact Probability of person walking on the street in the opposite direction of the bus
BUS
Rear
Panel
Right Side Panel
Left Side Panel
Impact Probability by car
BUS
Rear
Panel
Right Side Panel
Left Side Panel
Impact Probability by car
BUS
Impact Probability by car
Filters
Panel Size and position Coincidence functions Obstacles Stretch entry probability of an individual Street width function Type of transportation Street side
Computing process figures
Data Base 60 millions new records each process. 500 millions GPS points. (yes 500.000.000 !!!!)
High CPU intensive 2 week processing 100% CPUs
Specific Developments It has been necessary to calculate the width of each
street of Barcelona. Grid computing developed to increase speed.
Metrics
Results of OoH Transit Networks.
Possibility to compare and integrate with other OoH formats: Impacts Reach OTS GRP Open Targets