Transit & Fleet Task Force meeting 220726

Owned by Brian Ryu
Last updated: Jul 27, 2022
2 min read

 

Agenda

 

Action Items Review

  1. Review transit systems for approval from staging into production.  Review the TRPs and impressions for individual transit systems, approve measures (Task Force)

  2. Research any available station ridership data breaking out platforms or lines in comparison to the concourse (Geopath)

    1. Provide additional contextual data (legacy data, visitation) for platforms within stations (Geopath)

  3. Test Market Plan for Station Interior inventory and post any feedback or useful examples of output. (Geopath and Task Force)

    1. Multiple media types at station

 

Notes

 

Action Items Review

Station Interior Platform Inventory

While the legacy methodology did not account for the number of platforms within a station, the current methodology distributes the circulation of the station by the number of platforms.  The posted table shows the current spot ID with associated media attributes, two-sheet, platform, platform count, and place name. Ridership data is also listed from before and during the pandemic alongside the 2021r1 weekly visitation data.  Finally, the impressions are shown from the legacy methodology. 

The enhancement in impressions between legacy and current methodologies for a station interior platform two-sheet revolves around applying the number of persons at a single platform. The example at Times Square shows that a two-sheet delivers 97,973 impressions. This impressions score represents the two-sheet at a single platform which is a more granular reporting structure than the legacy number which also reflected a concourse number in the weight average.

We’ll be adding in descriptions of the column headers per request. 

 

Market Plan Multiple Media Types

We started with an Explore output for Digital Frames and Two-Sheets at WMATA’s Metro Center Metro Station.  The Target In-Market impressions are included as those are used for TRP planning purposes.  The Market Plan output shows 25 Two-Sheets and 13 Digital Frames required for the campaign goal of 20 TRPs. 

Why are there only 13 spots when each of the 13 frames has 8 spots in rotation?

The Market Plan currently only plans based on a single digital spot per frame.  This is not specific to Station Interior.  If you planned for 100 digital bulletins in the market, you would be able to run out the metrics for 100 spots rather than 800. It was noted that updating the labeling of “Total Spots in Market” could partially remedy this. 

In the Market Plan example, we are able to check the calculations. When we divide the total Target In-Market Impressions by the Total Spots for the Goal, the impressions per spot matches up with the Explore impressions per spot. 

 

Geopath Fleet Exterior Impression Changes

One task force member had asked if there might be any further modifications to the document.  The one-pager summarizing the changes to impressions is ready for use.

 

Action Items Review

  1. Review transit systems for approval from staging into production.  Review the TRPs and impressions for individual transit systems, approve measures (Task Force)

  2. Provide additional contextual data (legacy data, visitation) for platforms within stations (Geopath)

    1. Include descriptions of column headers (Geopath)

    2. Share documentation on the visitation data for focused/unfocused stations @Matthew Martimo (Geopath)

  3. Test Market Plan for Station Interior inventory and post any feedback or useful examples of output. (Geopath and Task Force)

    1. Review the labeling of “Total Spots in Market” to account for digital inventory (Geopath)