audience measurement of the advertising · •audience measurement of the advertising panels inside...

• 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