Traffic Technology Today.com
Subscribe to Traffic Technology
Subscribe to Traffic Technology
   Sort by: relevance most recent
  

NEWS >>

Vehicle speed data used to monitor billboard ‘views’

Vehicle speed data is being used to monitor the number of people viewing outdoor advertising. TAB (Traffic Audit Bureau for Media Measurement), an organization dedicated to the development of ‘out of home’ (OoH) media measurement systems, is expanding its methodology to report on people who are noticing digital adverts as they pass them at various speeds throughout the day. As part of a larger update of TAB’s OoH Ratings system, the organization will now be able to offer a time-based medium for the first time, as well as reporting ratings for various transit formats, including bus and rail, station interiors and vehicles acting as ‘mobile billboards’. With the expansion, digital spot ratings are now being reported for each advert on a digital structure, as opposed to a rating for the structure itself. Because these adverts are constantly being rotated, TAB needed to determine the number of people noticing each ad, and knowing the speed at which cars are traveling down the road is important.

This has been made possible by the analysis of vehicular speed data on USA roadways provided by Inrix and eye-tracking studies conducted by Perception Research Services (PRS). Transit ratings for bus exteriors required TAB to collect traffic information as buses move along their routes. Ratings for these ‘mobile adverts’ use the same data and procedures used for measuring roadside OoH formats, while ratings for ads in stations and bus and rail interiors also uses public domain counts of passengers and commuters. As a Big Data company, Inrix analyzes billions of real-time data points crowd-sourced from nearly 100 million vehicles to provide up-to-the-minute traffic information. TAB’s integration of the company’s data into its measurement system represents a new way to use traffic information for the purposes of providing better insight to advertisers. “Billboards are the original tweet,” said Kevin Foreman, GM of GeoAnalytics at Inrix. “By integrating our traffic speeds information by hour into TAB’s analytics platform, we’re helping advertisers not only better measure the impact of their investments in out of home, but providing them with insight that better informs when and where they make those investments.”

June 19, 2014

Email


RECEIVE THE
LATEST NEWS


Your email address:



Monthly Poll >>

In the US, what percentage of crashes happen at intersections?

MAGAZINE >>

Read latest issueNEW DIGITAL EDITION:

The August/September 2018 issue of Traffic Technology International is now online.

Click here to read digital version
Click here to subscribe

Read now >>

INTERTRAFFIC WORLD >>

Read latest issueNEW DIGITAL EDITION:

Intertraffic World 2018 showcase is now online.


Click here to read digital version
Click here to subscribe

Read now >>

TOLLTRANS >>

Read latest issueNEW DIGITAL EDITION:

Tolltrans 2018 is now online.



Click here to read digital version
Click here to subscribe

Read now >>