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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.
The 1This one-pager provides more detailed context.
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Which scheduled fleet media types are audited?
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How is the taxonomy set up for fleet inventory?
Element | Description |
Place / Garage/Depot/ Yard/ Division/ Station | The |
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Place
Construction
Frame
Layout
Face
Spot
Message
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 systemacts 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?
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The ads posted on buses in one garage will drive different routes from a different another garage within the same system. With observed mobile device data, we are able to understand the demographics behind buses within 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 . Fleet exterior has five available placement types: vehicle driver side, vehicle passenger side, vehicle front side, vehicle rear side, vehicle full wrapand 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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