GEOMETRO provides measurements of underground advertising audience, as well as in commuter trains in metropolitan areas.
The Audience data can be integrated with software provided and developed
by CUENDE Infometrics (Quantum, Monitor Ooh, Patrimonio AOL) as well as planning software
of other companies such as Tom Micro. The integration of criteria in
GEOMEX allows media planners to know reach, OTS and
GRP of their advertising campaigns.
In order to obtain the data on the journeys made by people in metropolitan areas, a
survey was made through personal interviews using tablet PCs, digital
cartography and software developed by CUENDE Infometrics. With this
data, the most likely journeys were calculated on the basis of frequency
and/or habits of each individual. At the present moment A-GPS devices are used in order to collect fieldwork data.
The development of GEOMETRO meant the need for
developing digital maps of
each specific underground station in order to identify each of their
different areas: platforms, halls, transit corridors, stairs and
. During the development of GEOMETRO the following
were mapped and coded:
- 274 underground stations.
- 730 entrances to underground stations.
- 1.355 entrances and exits of platforms.
- 4.328 corridors.
- 6.453 panels.
The visibility area of each panel was
calculated according to its specific characteristics (size, location,
etc.) using patented software developed by CUENDE Infometrics.