Geometro: Measurement of OoH Underground Advertising Audience

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 advertising panels. 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.

 

Collaborators:

 

Methodology of Geometro


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