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

用于有效衡量户外广告的流量来源和目的地分布模型

• 批准号: 412147-2010
• 负责人: NurulHabib, Khandker
• 金额: $ 1.82万
• 依托单位: University of Toronto
• 依托单位国家: 加拿大
• 项目类别: Engage Grants Program
• 财政年份: 2010
• 资助国家: 加拿大
• 起止时间: 2010-01-01 至 2011-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=473214
• 关键词: Traffic; origin; destination; distribution; model

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.

户外广告是加拿大城市建筑的一部分，吸引着国外的人们在户外进行日常活动。由于当今消费者的流动性不断增强，户外广告行业正在不断发展，但其持续成功取决于向加拿大领先的营销人员及其广告代理商提供可覆盖的受众规模和性质的证明。该项目的目的是了解在多伦多 CMA（人口普查大都会区）内通过所有交通方式（自动驾驶、汽车客运、公共交通和非机动）出行的人员的来源地和分布模式的变化。具体来说，它将根据一天中的时间和人口群体，通过交通分析区域或人口普查细分，深入了解来自市场内外的旅行者的百分比。由于其规模和可靠性，2006 年收集的未来交通调查 (TTS) 数据将构成本次调查的基础。对 2001 年和 1996 年进行的先前 TTS 研究的分析可用于确定 10 年期间数据的趋势。