AMS Metrics Glossary:

 

BL 6X3

  • Media name 6x3 Backlight
  • Acronym BL 6x3
  • Format 6 x 3 m
  • Illumination type backlight 
  • Poster type vinyl
  • Segment Premium
  • Description Very high exposure quality resulting from excellent backlight illumination, ability to present two versions of a poster (so called day & night)

 

 

BL 8x4

  • Media name 8x4 Backlight
  • Acronym BL 8x4
  • Format 8 x 4 m
  • Illumination type backlight 
  • Poster type vinyl
  • Segment Premium

Description Very high exposure quality resulting from excellent backlight illumination, ability to present two versions of a poster (so called day & night)

 

 

BB12

  • Media name 12m2 Billboard
  • Acronym BB12
  • Format 5.04 x 2.38 m
  • Illumination type frontlight 
  • Poster type paper
  • Segment Standard Economy
  • Description The most popular, reach-type medium

 

BB18

  • Media name 18m2 Billboard
  • Acronym BB18
  • Format 6 x 3 m
  • Illumination type frontlight 
  • Poster type paper
  • Segment Standard Quality
  • Description: well-exposed medium, found on routes with increased traffic, attractive locations: on access roads to shopping malls, on city inbound/outbound routes


Transportation Engineering Office (BIT):

BIT is a registered partnership conducting the measurements associated with the traffic volume. It employs the engineers – designers and operators specializing in using professional designing procedures in four offices:

  • Road and street design;
  • Transportation network planning and simulations;
  • Traffic engineering;
  • Traffic measurements and surveys.

For more information look at: www.bit-poznan.pl

Budget:

Intended OOH campaign budget, defined by AMS Metrics user during the campaign planning process

 

Busback

  • Media name Busback
  • Acronym Busback
  • Format Back of a bus’s ad space
  • Illumination type no illumination
  • Poster type dedicated self-adhesive vinyl foil, ability to use reflective foil
  • Segment Standard Quality

Description: a medium placed on a back of buses, on perpetual motion, following the campaign audience, reaching all city parts, city centers (incl. downtowns) and outskirts

 

MCities in AMS Metrics

AMS Metrics includes cities in the administration border from the list: Bialystok, Bydgoszcz, Cracow, Gorzow Wielkopolski, Kielce, Lublin, Lodz, Olsztyn, Poznan, Rzeszow, Szczecin, Torun, Warsaw, Wroclaw, Zielona Gora.

 

Trojmiasto and GOP includes:

GOP

Katowice, Zabrze, Sosnowiec, Tychy, Chorzów, Bytom, Gliwice, Ruda Śląska, Dąbrowa Górnicza, Czeladź, Mysłowice, Siemianowice Śląskie, Mikołów, Będzin, Świętochłowice, Piekary Śląskie, Tarnowskie Góry, Jaworzno

 

Trójmiasto:

Gdańsk, Gdynia, Sopot

 

Cityscroll

  • Media name Cityscroll
  • Acronym Scroll
  • Format 3.54 x 2.47 m
  • Illumination type backlight 
  • Poster type paper
  • Segment Premium
  • Description the medium looking like a street, urban furniture; thanks to three scrolled paper posters it attracts the attention with the element of motion and a moving display; perfect capability to implement unusual creative solutions, such as a sequence of posters “talking to each other”

CLP

  • Media name Citylight
  • Acronym CLP
  • Format 1.2 x 1.8 m
  • Illumination type backlight 
  • Poster type paper
  • Segment Standard Quality
  • Description the medium that is closest to a consumer: the poster is placed at the consumer’s eye level and long contact duration enables adding more information to the message; this media is usually located in tram/bus shelters.

 

Premium CLP

  • Media name Premium Citylight
  • Acronym WP CLP
  • Format 1.2 x 1.8 m
  • Illumination type backlight 
  • Poster type paper
  • Segment Premium
  • Description the medium with a high quality of exposure thanks to LED backlight which increase a poster's visibility; the poster is placed at new Warsaw tram/bus shelters.

 

CPT

Purchase cost of one thousand contacts of the campaign.

FLN 50

  • Media name 50 Frontlight
  • Acronym FLN 50
  • Format 6.1 x 8.5 m
  • Illumination type frontlight
  • Poster type vinyl
  • Segment Premium
  • Description media in exclusive locations, enabling to differentiate with a very high quality display on the wall

FLN 100

  • Media name 100 Frontlight
  • Acronym FLN 100
  • Format 11.5 x 8.5 m
  • Illumination type frontlight 
  • Poster type vinyl
  • Segment Spectacular
  • Description media in exclusive locations, enabling to differentiate with a very high quality display on the wall in a mega format

 

FL 12x4

  • Media name 12x4 Frontlight
  • Acronym FL 12x4
  • Format 12 m x 4 m
  • Illumination type frontlight 
  • Poster type paper
  • Segment Premium
  • Description: well-exposed medium, found on routes with increased traffic, attractive locations: on access roads to city centers, on city inbound/outbound routes

FL 12x3

  • Media name 12x3 Frontlight
  • Acronym FL 12x3
  • Format 12 m x 3 m
  • Illumination type frontlight
  • Poster type paper
  • Segment Premium
  • Description: well-exposed medium, found on routes with increased traffic, attractive locations: on access roads to city centers, on city inbound/outbound routes

Model target group:

OOH campaign planning at AMS Metrics concerns the whole population of cities included in the model. The ability to develop reach is limited with immobility ratio.

 

GUS (Central Statistical Office)

Central Statistical Office is the public administration body dealing with gathering statistical information on majority of public and selected private activities.

 

IGRZ (Outdoor Advertising Chamber of Commerce)

Outdoor Advertising Chamber of Commerce is an organization providing data regarding out-of-home media in each of the Polish cities divided into media types and owners (operators). AMS Metrics uses information on media numbers reported by IGRZ. More: www.igrz.com.pl

 

IGKM (Urban Transport Chamber of Commerce)

Members of the Chamber are mainly carriers and passenger organizers in cities, regardless of the form of organization (budgetary establishments, limited liability companies, joint-stock companies). The Board also includes the manufacture of rolling stock, repair, research institutions and other companies that provide services to public transport. More: www.igkm.pl

 

Daily busback campaign's mileage [km]

Arithmetic product of number of busback and avarage daily mileage of bus in a public transportation network in a given agglomeration where AMS busback offer operates. Source of the avarage daily bus mileage: IGKM (Urban Transport Chamber of Commerce).

 

Number of contacts

Number of contacts generated in an out-of-home campaign in the model target group.

 

Number of media in campaign:

Number of media of a given type determined by AMS Metrics user during the OOH campaign planning process.

 

Allocation of media number to cities:

Number of media of a given type recommended by AMS Metrics model for allocation to cities selected in the campaign.

The recommended allocation of media number to individual cities is based on such factors as: transportation potential of the residents; number of system media in each city.

 

City population:

Number of city residents (not the whole agglomeration), determined on the basis of the national census conducted by the Central Statistical Office. www.stat.gov.pl

 

Bernoulli binomial distribution:

Bernoulli binomial distribution is a statistical model used at AMS Metrics to calculate the probability of encountering a media with the advertisement for a given number and type of media in a given city. The model takes into consideration such factors as: visibility adjustment ratio, immobility ratio, media types, number of media in a given city (IGRZ), number of media per 1 km of the street network, the length of the street network in cities (GDDPiA, BIT, departments of urban planning), average number of trips of city residents (BIT), monthly seasonality of traffic volume (traffic models), city populations (GUS).

Bernoulli binomial distribution is used in a mathematical determination of the probability of success in situations, when a large number of trials are made and the probability of success in each trial is known (in OOH is rather low). Such situation occurs in outdoor advertising campaigns. It is associated with a very large number of advertising media passed by everyday and a low probability of looking at the medium.

 

Monthly seasonality of traffic volume:

One of the important drivers of the traffic volume included in AMS Metrics model. It defines the variability of traffic volume throughout the year. A baseline month in traffic research is April. The value of traffic volume for this month is 1. In the case of the remaining months the value is either below or above 1.

 

Street network in kilometers:

The length of the streets in kilometers in the cities included in AMS Metrics model (source: The General Directorate of National Roads and Motorways, data from districts of the researched cities, BIT, data from public transport authorities). In AMS Metrics model it is used to determine the number of system media per 1 km of streets.

 

Average trip distance:

One of the important drivers of the traffic volume included in AMS Metrics model. The average distance of trips undertaken daily by a statistical resident of a given city determined through traffic research.

 

Average number of contacts per viewer

Shows how many times a member of Reach 1+ audience passed panels with a campaign to have at least one view to the campaign

 

Average number of trips:

One of the important drivers of the traffic volume included in AMS Metrics model. Average number of trips undertaken by an average resident of a given city determined individually for each city. Each city resident travelling from A to B undertakes X trips. For example, when going by tram and bus, he or she undertakes two trips. In traffic research terminology, travelling from A to B is defined as a journey. Each journey consists of one or more trips.

 

Visibility adjustment ratio:

AMS Metrics assumes a decrease of the likelihood of looking at a poster of a campaign by 93.75%, i.e. the visibility adjustment ratio is 6.25%. The ratio was calculated based on the following parameters:

1.    human view range

2.    positioning of outdoor advertising media in the view range

3.    positioning of outdoor advertising media along the movement direction.

 

Immobility ratio:

AMS Metrics model assumes that 15% of city residents do not participate in generating traffic. This assumption is based on transportation engineering research which does not take into consideration in traffic models the individuals that do not generate traffic. These individuals include disabled and elderly people, persons temporarily staying outside of their residence, individuals undertaking trips shorter than 500 m, etc. From the traffic research perspective, any trip shorter than 500 m does not impact the distribution and changes of traffic in cities.

Immobility ratio impacts the maximum level of 1+ reach. With the above assumption the maximum attainable 1+ reach of the OOH campaign in the baseline month (April) is 85%.

1+ reach

Statistically estimated percentage of population that had at least one contact with the advertisement (looked at the campaign poster). When calculating 1+ reach ratio, the model takes into consideration visibility adjustment and immobility ratio.

3+ reach

Statistically estimated percentage of population that had at least three contacts with the advertisement (looked at the campaign poster). When calculating 3+ reach ratio, the model takes into consideration visibility adjustment and immobility ratio.

 

Reach structure of the campaign:

AMS Metrics model determines media parameters only for reach-driven campaigns, i.e. where the media are uniformly distributed in each of the cities. The model does not provide for campaigns structured differently, e.g. focused on a single city district.