TAB Audience Measurement for Transit

TAB Audience Measurement for Transit TAB Audience Measurement for Transit - Start

Added : 2018-11-04 Views :2K

Download Presentation

TAB Audience Measurement for Transit




Download Presentation - The PPT/PDF document "TAB Audience Measurement for Transit" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.



Presentations text content in TAB Audience Measurement for Transit

Slide1

TAB Audience Measurement for Transit

APTA’s Marketing And Communications Workshop

February 25, 2013

Joe Philport

President & CEO

Slide2

About the APTA – TAB Relationship

Status of Transit Audience MeasurementHow APTA Members Can Accelerate the Process

Key Points

Slide3

Established in 1933

Not-for-Profit Membership OrganizationAdvertisersAd Agencies

Out of Home Media Companies

Board of DirectorsAgencies and advertisers have majority voteStarcom’s Jack Sullivan currently serves as current ChairmanPrimary Mission: To provide audience measurement for Out of Home Media

About TAB

Slide4

Develop specific strategies to promote ad sales of Transit Agencies outside the Top 20 markets.”

Develop a credible audience measurement system.”

Reposition Transit Advertising to differentiate it from Billboards.”

Slide5

Provide planners and buyers credible measures of transit advertising in all markets throughout the country

Our Common GoalSource: Nielsen/IMS Outdoor Planner TAB Out of Home Ratings: 2013

Market: Chicago-Naperville-Joliet

, IL-IN-WI CBSATarget & Goal: Adults 18-49: 400 GRPs over 4Week Campaign

Slide6

Timeline

TCRP-133

TCRP-139

TAB Development& Release

2010

2011

2012

2013

2014

Need for Audience Measurement

New Transit Circulation Methods

New Transit Audience Research Methods

Phased Release of Transit Research

Slide7

Markets in First Release

DMAsTransit Authorities

OOH

Media CompaniesAtlanta, GA Metropolitan Atlanta RTACBS OutdoorBoston et al, MA-NH Beantown Trolley, Plymouth and Brockton Commuter Buses, Brockton Area Transit Authority, Greater Attleboro Tauton Regional Trans. Authority, Plymouth Area Link, Seaside Area Inter Link Direct Media Inc.

Boston et al, MA-NH

Massachusetts Bay TA

Titan

Chicago, IL

Metra

Clear Channel

Chicago, IL

PACE Suburban Bus ( Chicago), CTA (Chicago Transit Authority)

Titan

Dallas-Ft. Worth, TX

Dallas Dart

Titan

Los Angeles, CA

Los Angeles, CA Transit Authority, Santa Clara Valley TA (VTA), Omnitrans

CBS Outdoor

Los Angeles, CA

LADOT Transit, Long Beach Transit

Titan

New York, NY

Bridgeport Transit,

Lamar Advertising

New York, NY

Metropolitan Transit Authority, NYC, Metropolitan Transit Authority, Long Island Bus, MTA Long Island Railroad, MTA Metro North Railroad

CBS Outdoor

New York, NY

Stat1en Island Ferry

Ferry Ads

New York, NY

Hudson Transit Lines, NJ Transit, Rockland Coaches, Suburban Transit, Trans Hudson Express

Titan

New York, NY

Path Trains

JCDecaux

Philadelphia, PA

Lehigh & Northampton TA, Lehigh & Northampton Transit Authority,

BARTA

Direct Media Inc.

Philadelphia, PA

SEPTA, Southeastern PA TA

Titan

San Francisco , CA

San Francisco Bay Area Transit, BART, Alameda-Contra Costa

Titan

San Francisco , CA

Caltrain, San Mateo County Buses TA ,

CBS Outdoor

San Francisco , CA

Golden Gate Transit

Clear Channel

San Francisco , CA

Central Contra Costa TA, Livermore-Amador Valley TA, Tri Delta Transit, Santa Clara VTA

Lamar Advertising

Washington, DC-MD

Virginia Railway Express, Maryland Transit Administration, Washington Metropolitan Area Transit Authority

CBS Outdoor

Washington, DC-MD

Montgomery County Buses

Direct Media Inc

Slide8

Circulation

Advertising Packages

Demographics

Commercial Audience

APTA Members /

TAB

Media Agents

TAB

NHTS / ACS

TAB VAI Adjustments

Transit Ratings =

Slide9

APTA Member Support

Route or station details:

Numbers of buses, cars, stations by garage or other appropriate key baseline.

Ridership dataCirculation

Advertising Packages

APTA Members /

TAB

Media Agents

TAB data enrichment

Vender ad packages are applied to transform circulation data to Opportunity-to-See counts for each format sold by each transit system.

Slide10

Environment

Media TypeBus Exterior

Headliner

Bus ExteriorQueen

Bus Exterior

King

Bus Exterior

Kong

Bus Exterior

Ultra Super King

Bus Exterior

Half Side

Bus Exterior

Full Side

Bus Exterior

Headlight

Bus Exterior

Mini Taillight

Bus Exterior

Taillight

Bus Exterior

Fullback

Bus Exterior

Half Wrap

Bus Exterior

Full Wrap

Bus Exterior

Headliner

Bus Interior

Horizontal Card

Bus Interior

Vertical Card

Environment

Media Type

Rail Exterior

King

Rail Exterior

Ultra Super King (King Kong)

Rail Exterior

Train Door Wrap

Rail Exterior

Wrapped

Rail Interior

Horizontal Card

Rail Interior

Vertical Card

Station

1-Sheet

Station

2-Sheet

Station

3-Sheet

Station

King

Station

Diorama

Station

Illuminated Pier

Out of Home Formats

Slide11

APTA Member Support

Bus Exterior Advertising:APTA members provide bus routes and schedules.Digitized GPS format with times makes the process more accurate, efficient, and cost effective.

TAB Data Enrichment

TAB’s mobile audience tracking system calculates the circulation/OTS for each bus route.

Unique calculations for each side.

Slide12

Refinements to Audience

Demographic Audiences:

Derived from combined 15 million respondents in ACS and NHTS studies.

Data fusion integrates strengths of each study.National scaleRich transit travel profiles

Demographics

Commercial Audience

TAB

NHTS/ACS

Fusion

TAB VAI

Adjustments

TAB VAI Research

Converts Circulation/OTS numbers to audiences who notice ads.

Better calibration of transit audience delivery with ratings of other media.

Slide13

Accurate Demographics

Slide14

In all markets

Slide15

How We Can Work Together

Slide16

Thank You

Contact: joephilport@tabonline.com


About DocSlides
DocSlides allows users to easily upload and share presentations, PDF documents, and images.Share your documents with the world , watch,share and upload any time you want. How can you benefit from using DocSlides? DocSlides consists documents from individuals and organizations on topics ranging from technology and business to travel, health, and education. Find and search for what interests you, and learn from people and more. You can also download DocSlides to read or reference later.
Youtube