Transit & Fleet Task Force meeting 220705
- Brian Ryu
Agenda
Action Items Review
Review transit systems for approval from staging into production. Review the TRPs and impressions for individual transit systems, approve measures (Task Force)
Test Market Plan for Station Interior inventory and post any feedback or useful examples of output. (Geopath and Task Force)
Station Interior Market Plan example - system-wide and by station
Inventory Selection for Building Packages - in-market impressions
Organization/Division Name update
Research any available station ridership data breaking out platforms or lines in comparison to the concourse (Geopath)
Station Interior Market Plan
We tested the Market Plan for Station Interior data and ran system wide inventory, inventory for a single station, and inventory across multiple stations.
The campaign goal was set to 20 TRPs for a system wide WMATA two-sheet query. 85 units were required to achieve this goal. When including all stations, the average WMATA two-sheet delivers 19,468 average weekly impressions.
We are also able to query the Market Plan for two-sheets in the Metro Center Metro Station, again for 20 TRPs. This time, we receive a required spots number of 32. Because the Metro Center Metro Station is a station with higher ridership, a two-sheet delivers 54,973 average weekly impressions.
Multiple stations can also be selected to plan potential ads. In the example, we included Metro Center Metro Station, Farragut North Metro Station, and Dupont Circle Metro Station. These stations are in the top 10 for ridership within the system and result in an average weekly impressions score of 56,505. 30 spots would be required to achieve the 20 TRP goal.
We are able to quickly find an average baseline across all stations as well as what to expect in impressions delivery for premium units.
Inventory Comparison – In-Market Impressions
Inventory within two stations, Smithsonian Metro Station and Deanwood Metro Station are compared for in-market impressions in the WMATA system.
The Smithsonian Metro Station is located on the DC Mall where the national public museums are located. This is a tourist destination which matches up with the high percentage of out of market impressions (37%). Deanwood Metro Station, on the other hand, is located at the edge of DC proper and Maryland. It’s a more suburban setting with a designated kiss and ride parking lot. The out of market impression fittingly are low at 6%.
We do want to keep in mind that TRPs are based on in market impressions and for the purpose of inventory selection it is important to recognize larger pockets of out of market impressions.
Organizations/Division Name
The Explore module’s “Filter Inventory” has been updated in the UI.
Within the Operators drop down, we can now filter by Organization which represents operator names as well as any transit system or transit authority names. We would be able to click on MTA to filter for any inventory associated with the LIRR, MTA Bus, MTA subway, etc.
With respect to the Division Name filter, the operator name is hyphenated with the division name e.g. Intersection – New Jersey Transit. If we type in “Intersection” for example, we would be able to find all associated divisions, and then be able to toggle any that are applicable. For example, we could easily toggle on Intersection – Link NYC and Intersection – New Jersey Transit to begin reviewing and selecting from this subset.
Review transit systems for approval from staging into production. Review the TRPs and impressions for individual transit systems, approve measures (Task Force)
Evaluate ways to facilitate creating packages (Geopath)
Test Market Plan for Station Interior inventory and post any feedback or useful examples of output. (Geopath and Task Force)