Moving transport measurements

In our collaboration with Lijncom, Accurat receives the floating car data of the approximately 4.000 buses and trams on a continuous basis. Every 15 seconds on average, a coordinate is generated. 

This data is cleaned in order to understand the actual trajectory of the buses. Each bus has a unique identifier that is linked to campaigns, similar to how billboards are planned. In contrast with static billboards, buses have a dynamic nature both because of the movement, but also because of the fact that a bus does not ride a fixed trajectory or road works can change the theoretical route. That is why processing actual data is required in order to measure impact or define reach or impressions. 

Every 15 seconds, the overlap of an individual coordinate - taking into account the driving direction of the vehicle, with the Accurat panel is provided. Depending on the product (e.g. a 2m2 on the back) and the time of day (e.g. evening vs noon) the visible angle is defined as the distance from which the ad can be seen. This way, only a selection of individuals will be kept. Validated with CIM insights, extrapolated results for metrics such as reach (contacts), impressions and OTS are shared for the campaign.