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DEC IMPRESSIONS
DAILY EFFECTIVE CIRCULATION FACTORS FOR OUTDOOR ADVERTISING

 

TRUCK ADSŪ 2x DEC Factor
Credibility.

Accountability.

Value.

"Daily Effective Circulation" (DEC) is arguably the most important data an advertiser can collect about their outdoor ad campaign. It is synonymous with "impressions" and is directly related to GRP Counts, which is another way of describing how much of the total population (percentage) in a specific market "potentially" see your ad daily. This is where TRUCK ADSŪ 2x DEC Factors play a major role in total DEC's (impressions per day) for our advertisers.

 
The Backbone of the 2x DEC Factor
Truck Side Advertising Tracking Methodology
The 2x DEC Factor Enhances the Value of Truck Side Advertising.

TRUCK ADSŪ Daily Effective Circulation (or impressions) for an ad campaign are determined by incorporating collected GPS data and combining it with historical USDOT data. GPS vehicle tracking software is the backbone of TRUCK ADSŪ 2x DEC Factors (impressions) calculation methodology.

GPS units verify the operation of the vehicle and are used to estimate the DEC (impression) counts used to determine the cost of impressions. The TRUCK ADSŪ 2x DEC Factors enhance the value of truck advertising, by taking into account impressions not computed, which results in higher DEC counts for an ad campaign.

While the truck is in motion, the GPS unit is pinged every 2 minutes. However, GPS units record ZERO COUNTS when the truck is idle for 5 minutes, or more. Why do this? Parked trucks are highly visible, too!

Parked trucks are highly visible, too!

It is this ZERO COUNT that under reports the true number of DEC's (impressions) truck side advertising delivers on a daily basis. This omission is corrected by adding Factor 1 into the calculations. See below.

Factor 2, corrects for diluting the total number of days actually driven, with the total days in each month as driving days. All days in a month are not driving days.

These two factors are the foundation of TRUCK ADSŪ 2x DEC Factor Methodology.

 
TRUCK ADSŪ 2x DEC Factor Methodology
Factor 1: Correcting for Non-Mobile Hours

On average, one TRUCK ADSŪ network delivery truck makes 10 delivery stops (10-15 minutes) each day. This is equal to about 3 hours of idle time per day. GPS units do not record this time as creating DEC's (impressions) because the truck has stopped for more than 5 minutes.

The GPS unit on a vehicle is pinged every 2 minutes when it is in motion. The GPS unit is not pinged when the truck is idle for 5 minutes or more. This means the GPS unit captures approximately 5 hours of accountable motion, which is equal to 30 "mobile" readings (pings to the GPS unit) per hour x 5 hours = 150 "mobile" impression readings for the day. Each mobile reading represents a fixed number of impressions, based on United States Department of Transportation (USDOT) data and State DOT data estimates (12 hour day period) which are factors in the total count.

30 "ZERO COUNTS" (impressions) per hour x 3 hours = 90 "ZERO COUNTS" are not included in the standard DEC (impressions) total in a 12 hour day period because the vehicle is stopped. Factor 1 captures these "idle" impressions and adds them to the total impression count. This omission in the total DEC counts (3 hours of zero impressions), provided by standard truck tracking GPS units, is modified by TRUCK ADSŪ 2x DEC Factors methodology identified here as FACTOR 1.

Factor 1: Calculation

For this example, USDOT and State DOT studies  estimate approximately 8,000 impressions per hour in the top 20 Designated Markets (U.S.) for a truck with ads on both sides and the back.

CORRECTING FOR IMPRESSIONS DURING NON-MOBILE HOURS
FACT 1:
GPS is pinged every 2 minutes (30 pings per hour), while the truck is moving.

(Standard truck tracking GPS units)
FACT 2:
5 hours per day TRUCK ADSŪ trucks are moving in traffic and record 30 pings per hour.

(150 pings counted = 40,000 impressions)
FACT 3:
Three (3) hours per day TRUCK ADSŪ trucks are idle for 5 minutes or more.

(90 pings = 0 impressions counted)
CALCULATION
150 PINGS (Fact 2)

90 PINGS (Fact 3)

150 divided by 90 equals a factor of...
FACTOR 1
x1.66
Factor 2: Correcting for Non-Mobile Days

GPS data provides the stop and start times of the AD campaign and are the bases of the calculated data.  USDOT historical data does not remove days from the month and therefore Daily Effective Circulation (DEC) is based on a monthly average instead of a daily average. This lowers the DEC (impressions) total per day and increases the overall CPM rates. In order to correct or factor in "actual days driven" as opposed to averaging data over a 30 day period, FACTOR 2 is added to TRUCK ADSŪ 2x DEC Factors methodology for DEC.

Factor 2: Calculation

For this example, USDOT and State DOT studies  estimate approximately 8,000 impressions per hour in the top 20 Designated Markets (U.S.) for a truck with ads on both sides and the back.

CORRECTING FOR DAYS PER MONTH NOT DRIVEN
FACT 1:
Historical data based on total days in the month and not actual days driven.

(This increases CPM and lowers DEC)
FACT 2:
Daily Effective Circulation when averaged over a 30 day period results in under reporting.
FACT 3:
Average number of days truck is driven per month is 22 for local box truck and 26 for long haul semi-trailers, not 30 days.
CALCULATION
30 DAYS (Fact 2)

22 DAYS (Fact 3)

30 divided by 22 equals a factor of...
FACTOR 2
x1.36

TRUCK ADSŪ 2x DEC Results
Factor 1 + Factor 2

 

The following 2x DEC Factors calculation illustrates the total DEC's (impressions) calculated by TRUCK ADSŪ, using standard GPS counts. It illustrates there are substantially more impressions realized from this form of advertising, than standard GPS truck tracking reports indicate.

The 2x DEC Factor Calculation
NEW YORK MEDIA MARKET : 1 TRUCK, 1 DAY
Standard GPS Calculation (1 day) : 40,000*
Factor 1 : X 1.66
Sub-Total : 66,400
Factor 2 : X 1.36
Total : 90,304
*An estimated 40,000 standard GPS impressions per day are generated by ads on both sides and the back of one truck in the New York Media Market.
Impression Results
FOR THE NEW YORK DESIGNATED MARKET
TRUCKADSŪ 2x DEC Total
TRUCK ADSŪ 2x DEC (Impressions) 1 day, 1 truck:
Estimated Impressions (ADS on both sides and back of one truck).

90,304

 
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