Estimating effectiveness of the outdoor advertising with the use of transport model

A new method of estimating effectiveness of allocation of the outdoor advertising was proposed on the basis of the mathematical model of the urban transport system. The transport model enables one to calculate the amount of travels and their routes between the urban regions on all kinds of transport. For a certain allocation of the advertising surfaces, these models allow one to calculate the mean number of visual contacts of the residents with the surfaces. The proposed method enables one to calculate the population distribution dynamics in terms of the number of contacts and determine both the total number of contacts and the dynamic characteristics of the daily coverage of the population by an advertising campaign.