Outdoor Advertising Campaign Strategy Based on Region Functional Attributes and Mobility Patterns

Functional regions are formed in the process of urban development and connected by multiple modes of public transit. Dynamic regional attributes, which include commuters’ mobility patterns, not only affect public transportation network planning, and station distribution design but also play an important role in travel demand forecasting and location portrait shaping. Local advertising campaigns are in need of a targeting strategy covering both regional socioeconomic attributes and dynamic mobility patterns. We propose an advertising strategy based on regional functional attributes and mobility patterns. The strategy framework consists of three steps: First, regional PoIs and bus network data are extracted and analyzed to depict regional function attributes as the station portrait (SP). Second, trip chains are extracted from smart card data and modeled with activity imputation by the hidden Markov model (HMM). Experiment results show that our strategy boosts accuracy in targeting the right group of passengers in public transit.