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

户外广告是加拿大城市建筑的一部分，吸引了广泛的人，因为他们在户外进行日常活动。由于今天的消费者的流动性增加，户外广告业正在增长，但其持续的成功是依赖于提供给领先的加拿大营销人员和他们的广告代理商，可以达到的观众的规模和性质的证明。本项目的目的是了解在多伦多CMA（人口普查大都市区）内通过各种交通方式（自动驾驶、自动客运、过境和非机动车）旅行的人的来源地和分布模式的变化。具体而言，它将根据一天中的时间和人口统计组，通过交通分析区或人口普查细分，深入了解来自市场内外的旅客比例。由于其规模和可靠性，2006年收集的未来交通调查（TTS）数据将成为本次调查的基础。对2001年和1996年进行的先前TTS研究的分析可用于确定10年期间的数据趋势。

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.