Abstract
Information spreading processes are the key drivers of marketing campaigns. Activity on social media delivers more detailed information compared to viral marketing in traditional media. Monitoring the performance of outdoor campaigns that are carried out using this transportation system is even more complicated because of the lack of data. The approach that is presented in this paper is based on cellular automata and enables the modelling of the information-spreading processes that are initiated by transit advertising within an urban space. The evaluation of classical and graph cellular automata models and a coverage analysis of transit advertising based on tram lines were performed. The results demonstrated how the number of lines affects the performance in terms of coverage within an urban space and the differences between the proposed models. While research is based on an exemplary dataset taken from Szczecin (Poland), the presented framework can be used together with data from the public transport system for modelling advertising resources usage and coverage within the urban space.
Highlights
While spending on traditional media has decreased due to lower advertising budgets, outdoor advertising is the only type of traditional marketing with an observed growth (2.7%) in 2017 [1].Globally, outdoor advertising spending was estimated at US $31 billion dollars in 2016 [2]
Modelling Results Based on Classic Cellular Automata
The study concerned information propagation on the basis of graph cellular automata, which allowed the additional effect of the transmission of information to other segments of the network to be taken into account
Summary
While spending on traditional media has decreased due to lower advertising budgets, outdoor advertising is the only type of traditional marketing with an observed growth (2.7%) in 2017 [1]. Outdoor advertising spending was estimated at US $31 billion dollars in 2016 [2]. US $6.99 billion was spent on outdoor advertising in 2007, with a 6.1% growth compared to a decade earlier [3]. In China and Japan, an increase of 14% was observed, along with a similar trend in Europe, with increases of more than 10% in France and Greece and a similar pattern in Russia [4]. Outdoor media transit advertising can be considered an underutilized medium. It can be a good alternative to typical billboard-based outdoor advertising as a solution to the cluttered urban advertising space
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