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