Archive for the ‘Traffic Data’ Category

Dump the Pump Day – Use Public Transportation

Posted on: June 15th, 2023 by Kym Frank

Today is “Dump the Pump Day”

Since it was launched by the American Public Transportation Association (APTA) in 2006, the third Thursday of June is “Dump the Pump Day.” The aim is to encourage people to break free from their reliance on gasoline-powered vehicles by utilizing public transportation as an alternative for just one day and to bring awareness to the environmental impact of gasoline use.

According to the APTA, every $1 invested in public transportation generates $5 in economic returns, and that every $1 Billion invested in transit results in approximately 50,000 new jobs.

In 2022, the US consumed approximately 369 million gallons of motor gasoline a day according to the Energy Information Administration (EIA).

Transit ridership continues to increase coming out of COVID. Unlinked transit passenger trips for Q1 of 2023 were up 24% versus the same time period in 2022 in the United States. The greatest increase was in commuter rail, which was up 43% year over year. Bus ridership was up 21%.

Canada has also seen an increase in ridership with overall trips up 51%.

Even with these year over year increases, ridership is still down versus 2020 Q1 prior to COVID-19. Unlinked transit passenger trips in the US are still 23% below 2020. Commuter rail is down 30% and buses are down 21%.

Motionworks® mobility data shows that people in the United States are still traveling less miles in an average day than they did prior to COVID-19 (Q1 2023 vs. Q1 2020) but the difference in distance traveled daily varies significantly by market.

For more information on the per capita travel in your market, please contact us at [email protected]


Boosting CMO Confidence In Media Investments

Posted on: January 26th, 2023 by Kris No Comments

The CMO Council and NCSolutions recently surveyed more than 160 marketing leaders across North America. The results uncovered a shocking statistic – 2 out of 3 marketing leaders lack confidence in their current media strategy.

What makes the other third of marketing experts confident in their investments?

The survey results demonstrate that there are many ways that CMOs can increase their confidence in their media strategy – most of which are rooted in data.


Measuring Performance

The study found that measuring  Sales lift is the top way marketers evaluate advertising performance (64% of respondents). This was followed by Return on ad spend (ROAS, 59%), Reach of targeted audience (47%), and Brand lift (45%). Reach was the top “audience exposure” metric on the list, with impressions ranking 9th at 23%.

Less than a third of respondents said that they utilize Marketing mix modeling (30%), Multi-touch attribution (28%), and Last-click attribution (22%).

According to this research, offering the right type of outcomes measurement will bolster confidence among media decision-makers – but not all outcome approaches are equal.

The importance of Sales Lift reporting cannot be overstated. 85% of respondents said it is either Extremely or Very Important they are able to obtain a sales lift report when working with a publisher or retail media network.

Attracting New Customers

The study uncovered that marketing leaders feel that marketing and advertising are very or extremely important to winning new customers (80%) and customer retention (52%).

The study recommends personalizing advertising and making brand engagements interactive. As the death of the cookie approaches, this is a unique opportunity for out-of-home (OOH) advertisers to use the advancements in audience targeting data available today. Additionally, OOH is in a superior position to many other media formats to interact with consumers while they are shopping and to curate unique experiences that can drive a customer to an online engagement.

The OOH industry has the capability to measure these interactions and the conversions that follow – whether online or off – to ensure marketing decision-makers have the confidence to invest in the OOH media channel again.


Key Confidence Drivers

The study found key differentiators between those marketing leaders who stated they were confident about their investments and those who did not.

The largest delta was among those who were conducting effective in-flight campaign optimization. 49% of those who said they are confident in their media investments felt that they are high performers of optimization in flight versus only 20% of those who are not confident in their investments.

Other differentiators included customer targeting and measuring campaign performance.

In-flight campaign optimization can be more challenging for OOH than other media channels, but it is certainly a possibility. The availability of near-real time metrics can empower advertisers to understand how their campaign is performing with more recency than ever before, and the ability to move creative, especially on digital formats, is simpler than ever.

It is important to note that 67% of the marketers surveyed said that they plan to improve their in-flight campaign optimization work over the next 12 months. The growing focus on this practice can be an opportunity for companies in the OOH space who are willing and able to facilitate near-real time measurement and are capable of moving creative quickly and affordably.

OOH Data and The Knowledge Gap

The availability of data to the OOH industry has skyrocketed over the past few years and in some cases, surpassed those available in other media channels. The myriad of measurement methodologies, technological solutions, and increased granularity of metrics can be better leveraged to empower marketers to be more confident in their OOH investments.

Additionally, while the wealth of data available to the industry is undeniable, advertiser and agency knowledge of the existence of that data seems limited. Repeatedly, advertisers speak at industry events about the value of OOH as a channel but are frustrated by the lack of data and measurement solutions – while we, as onlookers in the audience, whisper to each other that the very solutions they are looking for are readily available.

The good news is that the hard part has already been done in OOH. The development, the testing, and the technology to facilitate measurement and analytics already exists. What is left for us to do is inform marketers that we have the tools they need to help drive their trust with data-driven OOH investments.

For more information on the CMO Council and NCSolutions study or to download the complete report, please visit this website.

Motionworks® Mobility Update

Posted on: November 18th, 2022 by Kris No Comments

Nationally, for the month of September, the average American is traveling approximately 23.4 miles every day.

Daily travel is exceeding September 2019 where the average miles per day was 22.5, a 4% increase. Meanwhile, gas prices are up more than a dollar on average during the same time period, indicating that, while gas prices are high, they do not seem to be impacting the distance that people are traveling every day.

This is good news for advertising channels such as out-of-home and radio as consumers are still on the go.

Motionworks® data show that the miles traveled by the average American daily for 2022 continues to be in alignment with 2021 and 2019.

Gas prices continued to fall from the June peak through September. Motionworks® data show that the average person continues to travel approximately the same distance month over month through Q3.

Gas prices have increased 38% since 2019 (approximately $1).
Miles driven per day are on par with 2021 and slightly more than 2019.