This article includes the following campaign KPIs for gate advertising:
Campaign Performance (Analytics Insights)
Audience
- Station Ridership – The total ridership counted at participating stations during the reporting period.
- Riders – A user who uses any mode of transit services during the reporting period. For gate advertising, a rider must go through a gate.
- Aggregate Riders – The total number of riders who go through the gates and see the brand’s ads every day during the reporting period. E.g., rider A will be counted as 2 in Aggregate Riders if rider A sees an ad at the participating station on both day 1 and day 2.
- Average Daily Riders – The average number of riders who go through the gates and see the brand’s ads every day during the reporting period. E.g., If there are 7 riders seeing the ads on day 1, 8 riders seeing the ad on day 2, and 6 riders seeing the ads on day 3, then the Average Daily Riders will be an average of (7, 8, 6), which equals 7.
Engagement
- Impressions by Riders – Total number of ad impressions seen by riders as they go through the gates during the reporting period. An impression is counted when each time 50% of an ad is shown and viewable on the screen for 1 second or longer.
- Average Impressions per Rider – This is calculated as the Impressions by Riders divided by Aggregate Riders.
Spend
- Estimated Spend – The estimated amount of budget that your campaign has used during the reporting period if the campaign is charged.
- Average Estimated Spend per Rider – This is calculated as the Estimated Spend divided by Aggregate Riders.
- Average Estimated Spend per Daily Rider – This is calculated as the Estimated Spend divided by Average Daily Riders.
- Estimated Cost per Thousand Impressions (CPM) – This is calculated as Estimated Spend divided by Impressions by Riders.
- Estimated Cost per Thousand Views (CPV) – This is calculated as Estimated Spend divided by Video Plays.
Other Additional KPIs
- Opportunity Impressions (regardless of ridership) – Total number of ad impressions served on gate pods regardless of ridership during the reporting period.
- Video Plays (regardless of ridership) – Total number of complete video plays on gate pods regardless of ridership during the reporting period. A video play is counted when each time a video ad plays continuously to a full duration of the video.
Market Response (Survey Insights)
- % of riders recalling the ads – The percentage of riders who recall the ads as they go through the gates at the participating stations during the survey period.
- % of riders recalling the brand – The percentage of riders who recall the brand as they go through the gates at the participating stations during the survey period.
- % of riders recalling the product – The percentage of riders who recall the product as they go through the gates at the participating stations during the survey period.
- % of riders recalling the brand and the product – The percentage of riders who recall the both the brand and the product as they go through the gates at the participating stations during the survey period.