Optimization of advertising media placement on transport infrastructural sites on the basis of big data technologies

Abstract

This paper shows that the integral socio-economic efficiency of the state-private partnership projects in the road maintenance sector is mainly determined by the effectiveness of three factors: fare payment; road service facilities; outdoor advertisements placed on buildings, located on the land plots designed to accommodate the road structural elements and road facilities structures. The paper content is devoted to solving the problem of algorithms constructing for integrated quantitative evaluation of outdoor advertising. It is shown that the effectiveness of advertising is determined not only by the number of individuals entering into visual contact with advertisement media, but also by the measure of conformity of characteristics of such individuals with the parameters of target audience of the advertising message. The methods of automated data collection are formulated, allowing the determination of these individuals’ characteristics, based on the vehicle fixation systems. The formulated methods significantly expand the possibilities of geo-targeting on the bases of not only the position of members of the target audience on the road, but also on the bases of the region of their vehicle registration. An algorithm is obtained that allows combining geo-targeting with social targeting, by describing the average socio-economic, gender and age characteristics of the target audience members. It is shown that the information necessary for the implementation of this algorithm can be obtained on the data basis of the region of vehicles registration. Furthermore, the objective function, the task of optimizing the effectiveness of advertising media are defined and its particular cases for commercial and various types of social and political advertising are obtained. As an example, the dependence of the effectiveness of social advertising on time is calculated, based on the target audience members moving across the Crimean Bridge in the first year of its operation.