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How has the approach to measuring scheduled fleet improved?
Geopath improved several components of measurement. These improvements include the routing of vehicles, GTFS data ingestion, applied circulation, speed/dwell time, reporting by ad placement, and the impressions calculation.
This one-pager provides more detailed context.
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Which scheduled fleet media types are audited?
Geopath measures fleet media types across all placements. Examples of audited scheduled fleet media types:http://geopath.org/transitformats/
How is the taxonomy set up for fleet inventory?
Element | Description |
Place / Garage/Depot/ Yard/ Division/ Station | The place that the inventory is located within or upon. For scheduled fleet, routes and constructions are assigned to the Place. |
Construction / Vehicle/ Interior Wall | The moving structure to which the frame or screen is secured |
Frame / Screen / Display | The surface where content is displayed |
Layout | A preset orientation of spaces on the frame |
Face / Space | A unique space within a layout where a spot can be delivered |
Spot / Slot | A description of the type of message that can be delivered to a face. (e.g. a 30 second full motion video, or a 15 second still image, or a printed vinyl)) |
Message / Ad / Content | The media delivered to a spot within a face within a layout on a frame on a structure at a place at a particular moment. |
What does a Geopath scheduled fleet spot ID represent?
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A Geopath spot ID for fleet exterior is representative of an ad driving through the transit system. The spot ID allows us to classify the ads based on their media name or which garage the ad is associated with, etc. The spot IDs represent these particular set of attributes:
Frame Media Name
Garage
Size
Make and Model
Placement
Example - All driver side 30” x 144” kings on the New Flyer 30' from the West Garage share the same spot ID. If any of these attributes are different, the ad would have a different spot ID.
What do total spots represent signify and how do you use them?
A Geopath spot ID for fleet exterior acts as a representative for all similar ads from the same garage. We measure the spot ID and also note the count of those ads that are available in the garage. The total spots number tells us that there are that many ads that can be posted in the garage.
What is GTFS data and how is it used to represent the movement of the buses?
The General Transit Feed Specification (GTFS) is a data specification that allows public transit agencies to publish their transit data in a format that can be consumed by a wide variety of software applications.
The GTFS data is routed from bus stop to bus stop to determine the road segments which are driven on. The road segments contain vehicular and pedestrian traffic counts.
How are garages used to target audiences?
A garage is the place where the inventory is assigned. Each garage has associated routes as well as associated buses which drive those routes.
The ads posted on buses in one garage will drive different routes from another garage within the same system. With observed mobile device data, we are able to understand the demographics of audiences who view buses from the garage.
Why does Geopath report passenger side and driver side impressions separately?
Fleet exterior has five available placement types: vehicle driver side, vehicle passenger side, vehicle front side, vehicle rear side, vehicle full wrap
The audience which has the opportunity to see passenger side ad are different from those that can see the driver side ad and the resulting impressions are different.
The driver side ad, also known as street side ad is exposed to oncoming vehicular circulation while the passenger side ad or curb side ad is not exposed to any oncoming vehicular circulation.
Buses generally travel slower than the average speed of traffic due to the constant stops. The majority of the same direction vehicular circulation is passing the bus on the driver side and is exposed to the driver side ad. The minority of the same direction vehicular circulation is being passed by the bus and exposed to the passenger side ad.
How do you plan with scheduled fleet inventory? (what level of reporting is available for plans and campaigns)
Within the Market Plan, one can target demographic audiences in different geographic markets using certain media.
One can designate the geographic markets of County, CBSA, and DMA as home locations of audience. Custom geographies can also be formed by combining counties with other counties or CBSAs with other CBSAs etc. The custom geographies can be used as the basis for calculating the target rating points.
Media from different garages can be selected in Market Plan for resulting metrics. One can choose an individual garage or combine multiple garages as an inventory filter to target certain audiences.
Media types can also be used strategically. Using fewer, larger ads versus a higher number of smaller ads would affect reach and frequency.
Glossary
Transit Station FAQs
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