New High-Tech Truck-side Advertising Audience Measurement Methodology Now Available.CHICAGO--(BUSINESS WIRE)--Dec. 17, 1999-- The Traffic Audit Bureau (TAB) today announced the availability of a new methodology that will confirm the number of people exposed to an advertiser's message on the side of a truck. The methodology, which requires the use of a Global Positioning System Global Positioning System: see navigation satellite. Global Positioning System (GPS) Precise satellite-based navigation and location system originally developed for U.S. military use. (GPS) tracking device, uses a model based on data from the Federal Highway Administration's Highway Performance and Monitoring System (HPMS HPMS Highway Performance Monitoring System HPMS Harper Park Middle School HPMS Hierarchical Process Modeling System HPMS High Performance Mass Spectrometers HPMS High Performance Monitoring System HPMS Home Pain Management Systems, Inc. ). The GPS data on a truck's movements is entered into the model via custom software to generate an estimate of the number of impressions visible to the occupants of cars passing in both directions as the truck travels its route. The truck advertising operator then is able to provide its advertising clients with a Truck Advertising Project Statement detailing the total gross impressions during a completed campaign and the average DEC (Daily Effective Circulation), per truck, for the advertiser's program. In addition, the TAB will perform an annual on-site audit with each participating fleet and truck advertising operator to substantiate To establish the existence or truth of a particular fact through the use of competent evidence; to verify. For example, an Eyewitness might be called by a party to a lawsuit to substantiate that party's testimony. that they are utilizing the methodology and software correctly. The on-site audit will include a review of a sample of the Truck Advertising Project Statements issued by the operator during the previous 12 months. This will verify the accuracy of the GPS data input into the system and ensure the accuracy of the DEC data being reported. Upon successful completion of the audit, the TAB will issue an annual Truck Advertising Audit Statement. "The availability of a credible audience measurement tool should further spur the growth of truck-side advertising, which is already enjoying considerable interest," said TAB President Anna Fountas. "This is one more step toward our goal of providing advertisers and agencies with audit circulation data for all recognized forms of out-of-home media." A trial of the new methodology was performed in Chicago with trucks carrying an advertisement for Seiko watches from Nov. 1 to Dec. 10, 1999. Three commercial trailers, operated by the Fleet Advertising Media Group (FAMG), originated each day from South Kedzie Avenue in Chicago and traveled heavily on the interstate highway system, making deliveries to multiple locations each day. The TAB Truck Advertising Audit Methodology for the Seiko program trial yielded preliminary results that indicated its truck-side advertisement reached an estimated DEC of 40,585 commuters each day per truck. In comparison, the average billboard in Chicago measuring 14 feet by 48 feet attains about 48,000 DEC, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the TAB. And, while the exposure of the two media is comparable, price rates for truck-side advertisements are drastically less - the average cost is 70 cents per thousand impressions, or about half the cost of traditional outdoor advertising. Television advertising, in comparison, costs approximately $23.70 per thousand impressions. "Fleet advertising represents a unique media opportunity. It is less likely to get lost in the clutter or blend in Verb 1. blend in - blend or harmonize; "This flavor will blend with those in your dish"; "This sofa won't go with the chairs" blend, go fit, go - be the right size or shape; fit correctly or as desired; "This piece won't fit into the puzzle" with the background, as other out-of-home advertising Out-of-home advertising (also referred to as OOH) is essentially all type of advertising that reaches the consumer while he or she is outside the home. This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. can sometimes do," said Bob Swanson There are several well-known men named Bob or Robert Swanson:
tr.v. cap·ti·vat·ed, cap·ti·vat·ing, cap·ti·vates 1. To attract and hold by charm, beauty, or excellence. See Synonyms at charm. 2. Archaic To capture. ." 3M Commercial Graphics and the Fleet Advertising Media Group (FAMG) provided funding and resources for the development of this the methodology. TAB statistician Dan Mallett and TranSearch, a traffic engineering firm, implemented it. The project could not have been completed without the diligence of TAB, 3M and FAMG in pursuing the methodology and resulting data. Truck advertising operators interested in more information should contact Larry Hennessy Larry Hennessy is a former a U.S. basketball player. Hennessy, a 6' 4" forward out of Blessed Sacrament High School in New Rochelle, New York, played college basketball for Villanova University. , TAB vice president and general manager. The Traffic Audit Bureau (TAB), an independent, non-profit organization A non-profit organization (abbreviated "NPO", also "non-profit" or "not-for-profit") is a legally constituted organization whose primary objective is to support or to actively engage in activities of public or private interest without any commercial or monetary profit purposes. , has worked with industry leaders to establish a method to determine the audience of truck-side advertising. TAB's primary role is to authenticate (1) To verify (guarantee) the identity of a person or company. To ensure that the individual or organization is really who it says it is. See authentication and digital certificate. (2) To verify (guarantee) that data has not been altered. the circulation data of out-of-home media. In doing so, it seeks to inform and educate the advertising community regarding the quantitative and qualitative value of out-of-home media, accommodating new forms as they develop without compromising standards of integrity. |
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