Presentation Transcript

1. Transit Audience Measurement Release Conference Breakout Session April 7, 2014
2. Our Presenters Jeff Casper Kelly McGillivray. President and Chief Methodologist, Peoplecount Enza Chiodi. President, SM&RT
3. Today’s Discussion TAB Transit Measurement Is Here Full industry review begins now Market level software introduced now, buy/sell software in development 106 systems across 37 DMAs, the rest we add July and October “Go Live” date is to be decided upon by the industry
4. Who did what?
5. Market Release Schedule Delayed or appealed markets Remaining Markets Top 30 markets
6. Covering All Systems and Markets for Bus Exterior, Interior, Station, and Rail Interior Titan CBS Direct Media Vector Van Wagner Lamar Clear Channel Mobile Billboards National Mobile Billboards, Do It, Big Traffic, StreetBlimps Ferry Ferry Ads
7. Steps to Developing OOH Ratings CPM/CPP Inventory Collection And Audit Circulation Demography Visibility Imps /Ratings * * = R&F U.S. Gov Data And Trip Modeling Extension Of Current Visibility Model Standard Calculations Reported by Standard Market Definitions Operators And TAB Transit and Transport Authorities
8. Opportunity to See TRANSIT ADVERTISING
9. I’m going to talk for about 10 minutes on… Transit Advertising Circulations: the Research behind it the Data collected the Opportunity to See
10. Circulation or Opportunity to See (OTS) Total universe of potential views from: transit riders other vehicles pedestrians
11. The RESEARCH behind it
12. Research Deliverables Methods to measure various Transit Media and Audience types:
13. FIELD TESTS Transit tests Pedestrian tests
14. Fieldwork 2,800 rider intercept surveys (3 markets) 450 bus-route miles – opposing & passing vehicle counts by side of bus 250 route-miles of mobile pedestrian counts
15. DATA SOURCES
16. LOTS OF DATA Media formats Media sizes Bus cards/bus Rail cards/car Station concourse media Station platform media Bus exterior media # buses by model # buses by garage Bus routes by garage Bus route ridership # railcars by line Rail line ridership Station entries/ exits/transfers Bus stop lat/long Rail station lat/long System maps Weekly schedule by route Daily schedule by run Bus dimensions Railcar dimensions Media dimensions Railcar # doors Number of platforms/stn Traffic counts Pedestrian counts Road class Road speed Non-revenue miles We collected numerous pieces of data from each transit system and media vendor:
17. Data Collection Can Be ChallengingEXAMPLE: BUS EXTERIORS Determine media size and placement for each bus model(e.g., different bus backs)
18. The OPPORTUNITY TO SEE
19. OTS Reported at What Level? Bus Interior – by bus garage Bus Exterior –by bus garage Railcar Interior – by rail line group Rail Station – by station
20. Example 1: Station media For every station, need to know: entries, exits, transfers (avg week) # lines served and # platforms media inventory (types/sizes) media by concourse/platform  Calculate weighted average OTSby station and for entire rail line
21. Station concourse Entry, exit and circulation areas OTS = Entries + Exits (avg weekly for station) Visibility adjustments account for multiple entrances, corridors, etc.
22. Station platform Trackside platforms OTS = Entries + Exits + Transfers(avg weekly for station) Transfers estimated from travel surveys; not usually counted
23. Example 2: Bus exterior For every bus garage, need to know: # buses by model associated media placement routes served and timetable  Calculate weighted average OTS by bus side for entire bus garage (buses are shared among routes). TAB has created map-based software to handle the huge amount of data.
24. Bus garages Bus models # buses Media position Bus routes
25. Bus routes by garage Bus stop lat/longs Route schedule Timetable by run
26. Bus stops Bus stop matched to road section Traffic count Pedestrian count Arrival time by run
27. Bus Exterior OTS – Street Side
28. Bus Exterior OTS – Curb Side
29. Bus Exterior OTS – Front
30. Bus Exterior OTS – Back
31. “Thank you” Kelly McGillivray, P.Eng. President and Chief Methodologist kelly@peoplecount.biz
32. Steps to Developing OOH Ratings CPM/CPP Inventory Collection And Audit Circulation Demography Visibility Imps /Ratings * * = R&F U.S. Gov Data And Trip Modeling Extension Of Current Visibility Model Standard Calculations Reported by Standard Market Definitions Operators And TAB Transit and Transport Authorities
33. Demography Bus Exteriors – same demos as street side advertising Interiors (stations, rail, bus) – calculate mode TRIP PATHS Entrances & Exits Base: Ridership
34. Revised VAI Model* Read Distance Size VAI Angle Dwell Time Other
35. Interior: Revised Circulation vs. Dwell Time Impact on Impressions Adjusted OTS Dwell Time
36. Reach and Frequency Sensitive to: Geography Format Movement
37. Transition to Ratings
38. Reminder: What were our goals? Expand TAB OOH Ratings to include transit formats Comparable with roadside OOH formats Compatible with all measured media Incorporate into media planning/buying systems
39. Standardized Media Markets CBSA– Core Based Statistical Area Urban center of at least 10,000 people and socioeconomicallyadjacent areas tiedby commuting OOH default geography DMA – Designated Market Area defined by Nielsen Larger regions based on area of broadcasts Many advertiser report sales figures on DMA boundaries Use as a translation of CBSA deliveries
40. Standardized Media Markets Buyers must be able to compare transit to other OOH & other media CONSISTENCY in Universe Base
41. Concern: Lower reach %?
42. Higher Actual # s
43. Standardization of Formats Bus Exteriors Bus/Rail Interior & Station Bus Interior Car Card Rail Interior Car Card Station 1; 2 & 3-Sheet Diorama Illuminated Pier Specialty Half Side Headlight Half Side Headliner King with Headliner Kong with Headliner Queen with Headliner Mini Taillight King Taillight Queen Kong Ultra Super King Full Wrap Full Back Full Side Formats such as station doms and brand bus to be addressed later
44. Standardization of Formats Buyer’s want more simplification for PLANNING Purposes Bus Exteriors Bus/Rail Interior & Station Bus Interior Rail Interior Station Small (Tails/Headlights) Standard (King/Queens) Large format (Ultras, Full Bus Sides) Impact (Wraps) Formats such as station doms and brand bus to be addressed later
45. Standard Media Metrics “Showings” will be replaced by packages based on GRPs vs. # of units Entry- point (Activate) Mid-point (Impact: Strong presence) Top-Point (Dominate: Ownership) Interior/Station will follow similar packages but GRP levels may vary significantly Actual GRP levels will vary by market
46. Standard Media Metrics Buyer’s want meaningful packages not just a straight translation of current showings Ability to target by demographics
47. Standard/Meaningful Packages Entry- point (Activate: minimum presence) Mid-point (Impact: strong presence) Top-Point (Dominate: ownership) Actual GRP levels will vary by market
48. Examples of Packages and Metrics
49. Examples of Packages and Metrics
50. What should you be doing?
51. Integrated into Existing Platforms TAB Transit System IMS/Telmar/Others Flexible Transit Audience Measurement ADS Telmar/Others Packages
52. Competitive Advantage of TAB Out of Home Ratings