Traffic origin and destination distribution model for the effective measurement of Out-of-Home advertising

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Outdoor advertising is part of Canada's urban architecture, attracting a abroad range of people as they conduct daily activities outside the home. Due to the increasing mobility of today's consumer, the outdoor advertising industry is growing, but its continued success is dependent on providing to leading Canadian marketers and their advertising agencies, proof of the size and nature of the audiences that can be reached. The purpose of this project is to understand the place of origin and variation of distribution patterns of people travelling within the Toronto CMA (Census Metropolitan Area) via all modes of transportation (auto driving, auto passenger, transit and non-motorized). Specifically it will provide insight into the percent of travellers originating from both inside and outside the market by transportation analysis zone or census subdivision, according to time of the day and demographic group. The Transportation Tomorrow Survey (TTS) data collected in 2006 will form the basis of this investigation due to its magnitude and reliability. Analysis of previous TTS Studies conducted in 2001 and 1996 can be utilized to determine the trending of data over a 10-year period.