DEC IMPRESSIONS
MEASURING DAILY EFFECTIVE CIRCULATION FOR TRUCKSIDE ADVERTISING

TRUCK ADSŪ 2x DEC Factor

Accountability.

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

Credibility - The Backbone of the 2x DEC Factor
Truck Side Advertising Tracking Methodology

GPS DATA. 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 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. TRUCK ADSŪ 2x DEC Factors enhance the value of truck advertising, by taking into account impressions not computed directly by GPS technology, 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. We count the idle time because parked TRUCKADSŪ are highly visible, too!

Parked TRUCKADSŪ 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.

Adding in Factor 2, corrects for diluting the total number of days actually driven. Not all days in each month are driving days.

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

Accountability - TRUCK ADSŪ 2x DEC Factor Methodology

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.

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.

Besides tracking where the ad is seen, GPS data provides the stop and start times of the AD campaign and is 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 calculated 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.

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.

"Advertise On Our Network Of All White Trucks"
 

Value - 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.

90,304 Impressions