Out-of-home advertising inventory ratings methods and systems

• US 20060053110A1
• Filed: 09/02/2005
• Published: 03/09/2006
• Est. Priority Date: 09/03/2004
• Status: Abandoned Application

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: Arbitron Inc. (MOOD Media Corporation)
• Inventors: McCoy, Michael Edward, Lawe, Stephen J.C., McDonald, William Jacobus, Welles, Wendy Elizabeth, Adler, Thomas Jay
• Application Number:
  US11/219,453
• Publication Number:
  US 20060053110A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Methods, systems and programs for estimating exposure to outdoor advertising are provided. In certain embodiments, exposure data is produced based on respondent data and traffic data. In certain embodiments, exposure data is produced based on outdoor inventory data and traffic data.

Claims

1. A method for estimating exposure to outdoor advertising, comprising:

receiving respondent data representing movements of participants in a study;

receiving traffic data representing actual or predicted movement patterns of traffic within a geographic region; and

producing exposure data representing estimations of exposures to outdoor advertising based on the respondent data and the traffic data.

2. The method of claim 1, comprising producing exposure data representing estimations of exposures of a population within the geographic region to the advertising based on the respondent data and the traffic data.

3. The method of claim 1, comprising receiving respondent data including demographic data pertaining to demographics of the participants;

and producing exposure data representing estimations of exposures to advertising broken down by demographic groups.

4. The method of claim 1, comprising receiving empirical traffic data and modeled traffic data and comparing the empirical traffic data and the modeled traffic data to produce compared traffic data;

and producing exposure data utilizing the compared traffic data to produce the exposure data.

5. The method of claim 1, comprising producing exposure data representing estimations of exposures to advertising for selected time periods.

6. The method of claim 1, comprising extending the geographic region represented by the traffic data to provide an extended geographic region, and producing exposure data representing estimations of exposures to advertising within the extended geographic region based on the respondent data and the traffic data.

7. The method of claim 6, wherein the traffic data comprises data from a transportation model corresponding to the geographic region.

8. The method of claim 6, comprising extending the geographic region based on trip counts within the geographic region, predefined transportation analysis zones of the geographic region and roadway segment types outside the geographic region.

9. The method of claim 6, comprising projecting trip behavior represented within the traffic data to a geographic region extending beyond the geographic region represented by the traffic data.

10. The method of claim 6, wherein the respondent data represents movements of participants within the extended geographic region.

11. The method of claim 1, comprising extracting origin-destination data representing origins and destinations of trips from the traffic data for use in producing the exposure data.

12. The method of claim 11, comprising excluding origin-destination data representing trips in which neither the origin nor the destination represents a home within an area of study represented by the exposure data.

13. The method of claim 1, wherein the respondent data is received utilizing portable monitors carried by the participants, the portable monitor adapted to track movement of the participants.

14. The method of claim 1, comprising receiving respondent data representing road links traveled by the participants;

and producing records for each respondent identifying origins and destinations of trips by the respective respondent.

15. The method of claim 14, comprising dividing the geographic region into a plurality of transportation analysis zones;

and modeling relationships between the origins and destinations identified in the records and the transportation analysis zones.

16. The method of claim 14, comprising predicting frequencies that the respondents traverse selected road segments in a given period of time based on the respondent data and the produced records.

17. The method of claim 14, comprising predicting frequencies that the respondents traverse selected road segments in a given period of time based on a distance of the respective road segment to a home of the respective respondent.

18. The method of claim 14, comprising predicting frequencies that the respondents traverse selected road segments in a given period of time based on at least one of a number of persons in a household of the respective respondent, and a number of adults and children in a household of the respective respondent.

19. The method of claim 14, comprising predicting frequencies that the respondents traverse selected road segments in a given period of time based on at least one of an income of the respective respondent, a gender of the respective respondent, and an age of the respective respondent.

20. The method of claim 14, comprising predicting frequencies that the respondents traverse selected road segments in a given period of time based on at least one of a day of the week and a type of the respective road segment.

21. The method of claim 1, wherein the traffic data represents movement patterns of traffic over road segments represented in a geographically incorrect manner.

22. The method of claim 21, comprising ascertaining relationships between the road segments represented by the traffic data and each of a plurality of advertisements disposed at respective locations viewable from at least one road segment within the geographic area.

23. The method of claim 21, comprising ascertaining from the traffic data movement patterns of traffic over geographically correct road segments.

24. The method of claim 1, comprising receiving vehicle count data representing actual volume of traffic over specified road segments;

and producing exposure data representing estimations of exposures to advertising based on the respondent data, the traffic data and the vehicle count data.

25. The method of claim 1, comprising receiving census data representing information about a population within the geographic region;

and producing exposure data representing estimations of exposures to advertising by the population using the census data.

26. The method of claim 25, comprising using data from a land use file of a transportation model to produce the exposure data.

27. The method of claim 26, wherein the land use file arranges land use data by transportation analysis zone, and the census data supplements the data of the land use file.

28. The method of claim 1, comprising ascertaining from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

and producing exposure data based on the trip data and known locations of the outdoor advertising.

29. The method of claim 28, comprising receiving vehicle count data representing actual volume of traffic over specified road segments;

and revising the exposure data based on the vehicle count data.

30. The method of claim 29, comprising periodically receiving updated vehicle count data and revising the exposure data based on the updated vehicle count data.

31. The method of claim 28, comprising adjusting the origin-destination data in accordance with a weight function based on a cost of traveling to produce adjusted origin-destination data.

32. The method of claim 31, wherein the weight function corresponds to at least one of a distance of the respective trip, a monetary cost of the respective trip;

and a time of the respective trip.

33. The method of claim 31, wherein the weight function corresponds to at least two of a distance of the respective trip, a monetary cost of the respective trip, and a time of the respective trip.

34. The method of claim 28, comprising adjusting the origin-destination data in accordance with a reduction in a cost of traveling.

35. The method of claim 28, comprising computing average frequencies of travel on each pair of origins and destinations;

and producing the exposure data based on the computed average frequency of travel.

36. The method of claim 1, comprising:

ascertaining from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

ascertaining whether each of the trips represented by the origin-destination data is a home-to-away trip, an away-to-home trip, or an away-to-away trip; and

producing trip data based on information ascertained by the second ascertaining step.

37. The method of claim 36, comprising calculating, for each respective pair of origin and destination transportation analysis zones comprising the geographic region, a number of trips traversed from the respective origin transportation analysis zone to the respective destination transportation analysis zone based on the trip data.

38. The method of claim 37, comprising ascertaining, from the calculated number of trips, a number of trips that represent a round trip by the same person.

39. The method of claim 37, comprising ascertaining a reach of each of a plurality of outdoor advertisements based on the calculated number of trips and the ascertained number of trips that represent a round trip by the same person.

40. The method of claim 1, comprising receiving modeled traffic data representing predicted movement data and calibrating the traffic data based on empirical traffic data.

41. The method of claim 40, comprising calibrating the modeled traffic data using outlier analysis.

42. The method of claim 40, comprising calibrating the modeled traffic data using a marginal weighting process.

43. The method of claim 40, comprising calibrating the modeled traffic data using a multilevel weighting process.

44. The method of claim 1, comprising ascertaining a home end of each trip represented by the traffic data;

and producing demographic exposure data representing demographic distribution of outdoor advertising exposures based on demographic data and the ascertained home end of each trip.

45. The method of claim 44, comprising producing demographic exposure data based on an average vehicle occupancy rate of the geographic region.

46. The method of claim 44, comprising forming a trip chain for each trip not having a home end, each trip chain including the respective trip not having a home end and another trip extending from an origin or destination of the respective trip and a home;

and producing the demographic exposure data based on each formed trip chain.

47. The method of claim 1, comprising producing road segment exposure data representing audience measurement estimates for a plurality of road segments within the geographic area based on the traffic data and the respondent data.

48. The method of claim 47, wherein the road segment exposure data includes data representing potential audience measurement estimates for road segments not having outdoor advertising.

49. The method of claim 1, comprising projecting estimates of exposures to the outdoor advertising beyond a time period of the study.

50. The method of claim 49, wherein projecting estimates of exposures utilizes a negative binomial model.

51. The method of claim 49, wherein projecting estimates of exposures includes estimating a probability of whether a person in a population is initially exposed to a selected outdoor advertisement for a first time during a target period beyond the time period of the study.

52. A method for estimating exposure to outdoor advertising, comprising:

receiving outdoor inventory data identifying locations of a plurality of outdoor advertisements within a geographic region;

receiving traffic data representing actual or predicted movement patterns of traffic within a geographic region; and

producing exposure data representing exposures to each of the outdoor advertisements based on the outdoor inventory data and the traffic data.

53. The method of claim 52, comprising wherein the outdoor inventory data includes at least one of a direction in which the respective outdoor advertisement faces and an amount of time per date the respective outdoor advertisement is visible.

54. The method of claim 52, comprising matching each of the outdoor advertisements to road segments within the geographic region.

55. The method of claim 52, comprising periodically receiving updated outdoor inventory data;

and producing updated exposure data based on the updated outdoor inventory data.

56. The method of claim 52, comprising identifying each of the outdoor advertisements that is viewable from a plurality of road segments;

and weighting each of the identified outdoor advertisements based on a likelihood of viewing the respective outdoor advertisement from each of said plurality of road segments.

57. A system for estimating exposure to outdoor advertising, comprising a processor operative to receive respondent data representing movements of participants in a study, operative to receive traffic data representing actual or predicted movement patterns of traffic within a geographic region, and operative to produce exposure data representing estimations of exposures to outdoor advertising based on the respondent data and the traffic data.

58. The system of claim 57, wherein the processor is operative to produce exposure data representing estimations of exposures of a population within the geographic region to the advertising based on the respondent data and the traffic data.

59. The system of claim 57, wherein the processor is operative to receive respondent data including demographic data pertaining to demographics of the participants;

and to produce exposure data representing estimations of exposures to advertising broken down by demographic groups.

60.The. The system of claim 57, wherein the processor is operative to receive empirical traffic data and modeled traffic data, to compare the empirical traffic data and the modeled traffic data to produce compared traffic data;

and to produce exposure data utilizing the compared traffic data.

61.The. The system of claim 57, wherein the processor is operative to produce exposure data representing estimations of exposures to advertising for selected time periods.

62.The. The system of claim 57, wherein the processor is operative to extend the geographic region represented by the traffic data to provide an extended geographic region, and to produce exposure data representing estimations of exposures to advertising within the extended geographic region based on the respondent data and the traffic data.

67. The system of claim 57, wherein the processor is operative to extract origin-destination data representing origins and destinations of trips from the traffic data for use in producing the exposure data.

68. The system of claim 67, wherein the processor is operative to exclude origin-destination data representing trips in which neither the origin nor the destination represents a home within an area of study represented by the exposure data.

69. The system of claim 57, further comprising portable monitors carried by the participants, the portable monitors adapted to track movements of the participants and to produce data from which the respondent data is produced.

70. The system of claim 57, wherein the processor is operative to receive respondent data representing road links traveled by the participants;

and to produce records for each respondent identifying origins and destinations of trips by the respective respondent.

71. The system of claim 70, wherein the processor is operative to divide the geographic region into a plurality of transportation analysis zones;

and to model relationships between the origins and destinations identified in the records and the transportation analysis zones.

72. The system of claim 70, wherein the processor is operative to predict frequencies that the respondents traverse selected road segments in a given period of time based on the respondent data and the produced records.

73. The system of claim 70, wherein the processor is operative to predict frequencies that the respondents traverse selected road segments in a given period of time based on a distance of the respective road segment to a home of the respective respondent.

74. The system of claim 70, wherein the processor is operative to predict frequencies that the respondents traverse selected road segments in a given period of time based on at least one of a number of persons in a household of the respective respondent, and a number of adults and children in a household of the respective respondent.

75. The system of claim 70, wherein the processor is operative to predict frequencies that the respondents traverse selected road segments in a given period of time based on at least one of an income of the respective respondent, a gender of the respective respondent, and an age of the respective respondent.

76. The system of claim 70, wherein the processor is operative to predict frequencies that the respondents traverse selected road segments in a given period of time based on at least one of a day of the week and a type of the respective road segment.

77. The system of claim 57, wherein the traffic data represents movement patterns of traffic over road segments represented in a geographically incorrect manner.

78. The system of claim 77, wherein the processor is operative to ascertain relationships between the road segments and each of a plurality of advertisements disposed at respective locations viewable from at least one road segment within the geographic area.

79. The system of claim 77, wherein the processor is operative to ascertain from the traffic data movement patterns of traffic over geographically correct road segments.

80. The system of claim 57, wherein the processor is operative to receive vehicle count data representing actual volume of traffic over specified road segments;

and to produce exposure data representing estimations of exposures to advertising based on the respondent data, the traffic data and the vehicle count data.

81. The system of claim 57, wherein the processor is operative to receive census data representing information about a population within the geographic region;

and to produce exposure data representing estimations of exposures to advertising by the population using the census data.

82. The system of claim 81, wherein the processor is operative to use data from a land use file of a transportation model to produce the exposure data.

83. The system of claim 82, wherein the land use file arranges land use data by transportation analysis zone, and the census data supplements the data of the land use file.

84. The system of claim 57, wherein the processor is operative to ascertain from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

and to produce exposure data based on the trip data and known locations of the outdoor advertising.

85. The system of claim 84, wherein the processor is operative to receive vehicle count data representing actual volume of traffic over specified road segments;

and to revise the exposure data based on the vehicle count data.

86. The system of claim 85, wherein the processor is operative to periodically receive updated vehicle count data and to revise the exposure data based on the updated vehicle count data.

87. The system of claim 84, wherein the processor is operative to adjust the origin-destination data in accordance with a weight function based on a cost of traveling to produce adjusted origin-destination data.

88. The system of claim 87, wherein the weight function corresponds to at least one of a distance of the respective trip, a monetary cost of the respective trip;

and a time of the respective trip.

89. The system of claim 87, wherein the weight function corresponds to at least two of a distance of the respective trip, a monetary cost of the respective trip, and a time of the respective trip.

90. The system of claim 84, wherein the processor is operative to adjust the origin-destination data in accordance with a reduction in a cost of traveling.

91. The system of claim 84, wherein the processor is operative to compute average frequencies of travel on each pair of origins and destinations;

and to produce the exposure data based on the computed average frequency of travel.

92. The system of claim 57, wherein the processor is operative to ascertain from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

to ascertain whether each of the trips represented by the origin-destination data is a home-to-away trip, an away-to-home trip, or an away-to-away trip and to produce trip data based thereon.

93. The system of claim 92, wherein the processor is operative to calculate, for each respective pair of origin and destination transportation analysis zones comprising the geographic region, a number of trips traversed from the respective origin transportation analysis zone to the respective destination transportation analysis zone based on the trip data.

94. The system of claim 93, wherein the processor is operative to ascertain, from the calculated number of trips, a number of trips that represent a round trip by the same person.

95. The system of claim 93, wherein the processor is operative to ascertain a reach of each of a plurality of outdoor advertisements based on the calculated number of trips and the ascertained number of trips that represent a round trip by the same person.

96. The system of claim 57, wherein the processor is operative to calibrate the traffic data based on received empirical traffic data.

97. The system of claim 96, wherein the processor is operative to calibrate the modeled traffic data using outlier analysis.

98. The system of claim 96, wherein the processor is operative to calibrate the modeled traffic data using a marginal weighting process.

99. The system of claim 96, wherein the processor is operative to calibrate the modeled traffic data using a multilevel weighting process.

100. The system of claim 57, wherein the processor is operative to ascertain a home end of each trip represented by the traffic data;

and to produce demographic exposure data representing demographic distribution of outdoor advertising exposures based on demographic data and the ascertained home end of each trip.

101. The system of claim 100, wherein the processor is operative to produce demographic exposure data based on an average vehicle occupancy rate of the geographic region.

102. The system of claim 100, wherein the processor is operative to form a trip chain for each trip not having a home end, each trip chain including the respective trip not having a home end and another trip extending from an origin or destination of the respective trip and a home;

and to produce the demographic exposure data based on each formed trip chain.

103. The system of claim 57, wherein the processor is operative to produce road segment exposure data representing audience measurement estimates for a plurality of road segments within the geographic area based on the traffic data and the respondent data.

104. The system of claim 103, wherein the produced road segment exposure data includes data representing potential audience measurement estimates for road segments not having outdoor advertising.

105. The system of claim 57, wherein the processor is operative to project estimates of exposures to the outdoor advertising beyond a time period of the study.

106. The system of claim 105, wherein the processor projects estimates of exposures utilizing a negative binomial model.

107. The system of claim 105, wherein the processor projects estimates of exposures by estimating a probability of whether a person in a population is initially exposed to a selected outdoor advertisement for a first time during a target period beyond the time period of the study.

63. The system of claim 62, wherein the traffic data comprises data from a transportation model corresponding to the geographic region.

64. The system of claim 62, wherein the processor is operative to extend the geographic region based on trip counts within the geographic region, predefined transportation analysis zones of the geographic region and roadway segment types outside the geographic region.

65. The system of claim 62, wherein the processor is operative to project trip behavior represented within the traffic data to a geographic region extending beyond the geographic region represented by the traffic data.

66.The. The system of claim 62, wherein the respondent data represents movements of participants within the extended geographic region.

108. A system for estimating exposure to outdoor advertising, comprising a processor operative to receive outdoor inventory data identifying locations of a plurality of outdoor advertisements within a geographic region, operative to receive traffic data representing actual or predicted movement patterns of traffic within a geographic region, and operative to produce exposure data representing exposures to each of the outdoor advertisements based on the outdoor inventory data and the traffic data.

109. The system of claim 108, wherein the outdoor inventory data includes at least one of a direction in which the respective outdoor advertisement faces and an amount of time per date the respective outdoor advertisement is visible.

110. The system of claim 108, wherein the processor is operative to match each of the outdoor advertisements to road segments within the geographic region.

111. The system of claim 108, wherein the processor is operative to periodically receive updated outdoor inventory data;

and to produce updated exposure data based on the updated outdoor inventory data.

112. The system of claim 108, wherein the processor is operative to identify each of the outdoor advertisements that is viewable from a plurality of road segments;

and to weight each of the identified outdoor advertisements based on a likelihood of viewing the respective outdoor advertisement from each of said plurality of road segments.

113. A program for estimating exposure to outdoor advertising, the program residing in storage and operative to control a processor:

to receive respondent data representing movements of participants in a study;

to receive traffic data representing actual or predicted movement patterns of traffic within a geographic region; and

to produce exposure data representing estimations of exposures to outdoor advertising based on the respondent data and the traffic data.

114. The program of claim 113, operative to control the processor to produce exposure data representing estimations of exposures of a population within the geographic region to the advertising based on the respondent data and the traffic data.

115. The program of claim 113, operative to control the processor to receive respondent data including demographic data pertaining to demographics of the participants;

and to produce exposure data representing estimations of exposures to advertising broken down by demographic groups.

116. The program of claim 113, operative to control the processor to receive empirical traffic data and modeled traffic data, to compare the empirical traffic data and the modeled traffic data to produce compared traffic data;

and to produce exposure data utilizing the compared traffic data.

117. The program of claim 113, operative to control the processor to produce exposure data representing estimations of exposures to advertising for selected time periods.

118. The program of claim 113, operative to control the processor to extend the geographic region represented by the traffic data to provide an extended geographic region, and to produce exposure data representing estimations of exposures to advertising within the extended geographic region based on the respondent data and the traffic data.

119. The program of claim 113, operative to control the processor to extract origin-destination data representing origins and destinations of trips from the traffic data for use in producing the exposure data.

120. The program of claim 113, operative to control the processor to receive respondent data representing road links traveled by the participants;

and to produce records for each respondent identifying origins and destinations of trips by the respective respondent.

121. The program of claim 113, operative to control the processor to receive vehicle count data representing actual volume of traffic over specified road segments;

and to produce exposure data representing estimations of exposures to advertising based on the respondent data, the traffic data and the vehicle count data.

122. The program of claim 113, operative to control the processor to receive census data representing information about a population within the geographic region;

and to produce exposure data representing estimations of exposures to advertising by the population using the census data.

123. The program of claim 113, operative to control the processor to ascertain from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

and to produce exposure data based on the trip data and known locations of the outdoor advertising.

124. The program of claim 113, operative to control the processor to ascertain from the traffic data origin-destination data representing origins and destinations of trips of a population represented by the traffic data;

to ascertain whether each of the trips represented by the origin-destination data is a home-to-away trip, an away-to-home trip, or an away-to-away trip and to produce trip data based thereon.

125. The program of claim 113, operative to control the processor to calibrate the traffic data based on received empirical traffic data.

126. The program of claim 113, operative to control the processor to ascertain a home end of each trip represented by the traffic data;

and to produce demographic exposure data representing demographic distribution of outdoor advertising exposures based on demographic data and the ascertained home end of each trip.

127. The program of claim 113, operative to control the processor to produce road segment exposure data representing audience measurement estimates for a plurality of road segments within the geographic area based on the traffic data and the respondent data.

128. The program of claim 113, operative to control the processor to project estimates of exposures to the outdoor advertising beyond a time period of the study.

129. A program for estimating exposure to outdoor advertising, the program residing in storage and operative to control a processor:

to receive outdoor inventory data identifying locations of a plurality of outdoor advertisements within a geographic region;

to receive traffic data representing actual or predicted movement patterns of traffic within a geographic region; and

to produce exposure data representing exposures to each of the outdoor advertisements based on the outdoor inventory data and the traffic data.

130. The program of claim 129, operative to control the processor to match each of the outdoor advertisements to road segments within the geographic region.

131. The program of claim 129, operative to control the processor to periodically receive updated outdoor inventory data;

and to produce updated exposure data based on the updated outdoor inventory data.

132. The program of claim 129, operative to control the processor to identify each of the outdoor advertisements that is viewable from a plurality of road segments;

and to weight each of the identified outdoor advertisements based on a likelihood of viewing the respective outdoor advertisement from each of said plurality of road segments.