geometro (english presentation)
DESCRIPTION
GTRANSCRIPT
Subway & Train Station Audience Measurement System
GEOMETRO
Methodology
•Technical Committee
•Operative since 2006
Goals
• Audience Measurement of the advertising panels inside Subway and Train Stations
• Integration in the Global OoH Measurement System
• Integration in the Media Planning Tools and processes
Process for Audience Calculation
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Process for Audience Calculation
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Fieldwork Data Source: GEOMEX (Spanish OoH Audience System)
Sample: 8.756 individuals (More than 22.OOO nat.)
Madrid AM: 4.518 Barcelona AM: 4.238
Journey Data:
Tablet PC (2000->2007) F2F A-GPS (2008-> )
Socio- Demographic data & Lifestyles'
Journeys Last 7 days Mode. [Bus & Underground: map assisted] Purpose. Time & Duration. Frequency.
Process for Audience Calculation
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Underground Stations
Location & identification of all entry & exit doors of each station on the digital maps of the cities
Entry & Exit doors: 730 Stations: 274 Panels: 9,492
CAD Files
Issues (it is a DRAWING !!!!) Not useful for traffic analysis No transit axis No “intelligence” . No way to
differentiate a stair or a corridor
Information provided by City council: CAD Files of stations.
It was mandatory to create a “Digital map”, a cartography map. Axis or segments of traffic Platforms with length and width Location of each panel Classification of each element in the station
Hall Entry / Exit Platform Corridors Stairs
CAD Files
Generation of Digital Maps
• Manual process to prepare and adapt all CAD File.– Axis simplification– Panel identification and location
• Specific Software development that converts CAD files to Digital Map files.
Issues found Not all information updated or
complete.
All floors were drawn in the same level. Difficult to understand.
Problems with code and Ids between city council and media owners.
Cartography Generation
Shape of the stations
STATION: Cuzco (Madrid)
STATION: Cuzco (Madrid)
STATION: Cuzco (Madrid)
Hall
Entry & Exit DoorsPlatform Access
L-10 Plza Castilla
L-10 Bernabeu
Hall
Cartography Entry/EXIT HALL
(Mandatory path)
Entry & Exit DoorsPlatform Access
L-10 Plza Castilla
L-10 Bernabeu
Hall
Cartography Entry/EXIT HALL
(Mandatory path)
Entry & Exit DoorsPlatform Access
L-10 Plza Castilla
L-10 Bernabeu
Cartography Entry/EXIT HALL
(Mandatory path)
L-10 Plza Castilla
L-10 Bernabeu
Plaza Cuzco(impar)
Plaza Cuzco
(par)
- Equi-probability (1/n-exits)- Street proximity
Traffic flow based in the journey direction
Cartography Entry/EXIT HALL
(Mandatory path)
AUTOCAD original file
Generation of Cartographic map
Traffic Axis drawn in AutoCad
Generation of Cartographic map
Cartographic Map Generation
Station information, now converted in GIS File Format (SHAPE), It is now compatible and useful for the software to
operate and “understand" it.
Panel location in AutoCad
Panel identification
Panel location, size , orientation, etc.
Panel identification
Platform
Platform 1
Platform 2
Platform
Platform 2
Platform
Platform 1
Platform 2
Platform
Platform 1
Platform 2
Platform 1
Platform
Platform 2
Platform
Platform 1
Elements in the Stations
• Process: From CAD file to SHAPE (GIS) file
Type # Entry / Exit doors 730
Platforms 1.355
Stairs 1.581
Escalators 1.002
Corridors 4.328
Mechanical Corridors 9
Halls 1.031
Process for Audience Calculation
How the population moves?
What is the shape of the stations
Where are the panels?
How the people move inside stations?
Which is the contact possibility?
Journey path inside the station
Information available by journey Entry Street / Exit Street Time Entry Station / Exit Station Lines used Connexion Lines & Stations used
Information needed: Entry/Exit Door Internal Path inside the Station Connexion inside Position of each individual on the Platform
Entry & Exit Door
Probability Distribution based in the proximity of the street that the individual was before entry and after exit based
in the path of his journey.
Path inside Station
Each path divided in 3 parts (Type of axis) Entry/Exit Platform Connexions
On the digital cartographic maps with a specific developed software, it calculates the optimum journey path and its probabilities based in minimum distances and maximum easiness.
Probability automatically assigned if there are various alternative paths.
Advantage:The internal path of most stations are
unique and without options. (Very different form the open air city journeys).
Path inside Station
Platform
Most Probable
Path
PATH “Entry door to platform”
The Software calculates the path of the journeys inside the Stations.
Esta
ción
: Pep
Ven
tura
Platform
Most Probable Path
PATH “FROM platform TO EXIT DOOR”Es
taci
ón: S
ans
PATH “TRANSIT - conexion”Es
taci
ón: S
ol
Origin Station[2 entry corridors]
Destintation[1 exit corridor]Most probable area
Regular Journeys: The position most probable in the platform is based in the exit corridor of the station at the destination
Calculating the position on the platform:Regular Journeys
Most Probable AreaOrigin Station[2 entry corridors]
Destintation[1 exit corridor]
Non-Regular Journeys: The position at the platform is based in the entry corridors that connect in the origin station.
Calculating the position on the platform: Non-regular Journeys
Calculating the position on the platform
Location probability of a person on the platform
Platform Length
0 80Corridor 1 Corridor 2
1
0.5
Center
Platform Length
POSITION AND CONTACT PROBABILITY
Location probability of a person in the platform CENTER
Platform Length
0 80
1
0.5
Normal Distribution. 0 & Platform Length
Corridor 1 Corridor 2
POSITION AND CONTACT PROBABILITY
Location probability of a person in the platform CORRIDORS
0 80
1
0.5
Platform LengthCorridor 1 Corridor 2
CONTACT PROBABILITY OPPOSITE PLATFORM
Panel A
Panel B
Panel C
Panel D
CONTACT PROBABILITY OPPOSITE PLATFORM
Panel A
Panel B
Panel C
Panel D
CONTACT PROBABILITY OPPOSITE PLATFORM
Panel A
Panel B
Panel C
Panel D
0 80
1
0.5 AREA: Individual Probability for panel contact on the
opposite side
CONTACT PROBABILITY OPPOSITE PLATFORM
Visibility Zone Panel C
Location probability of a person in the platform CENTER
Platform Length
0 80
1
0.5
CONTACT PROBABILITY OPPOSITE PLATFORM
Visibility Zone Panel C
Location probability of a person in the platform CENTER
Platform Length
Audience Calculation
CONTACT PROBABILITY SOFTWARE
How the metrics are calculated?
Metrics Metrics are calculated in the same process, sample and
criteria as the rest of Out of Home
Data Data is integrated seamlessly with the rest of outdoor
networks. Standard Media Planning Software (i.e. Tom Micro) for
Media Agencies. It is able to make Networks Optimization
OoH Integration