Overview
What are these data signals?
The Transportation category enables dynamic audio ads based on real-time train performance across Australian metro stations. These two data signals are designed to be used together, and were strategically split apart to reduce the number of creative variations you need to record to make highly personalized ads.
Two Signals:
- Stations - Trigger creative based on the train station nearest to a listener
- Station Updates - Trigger creative based on real-time delay and arrival status percentage
Current Availability:
- ✅ Sydney, NSW (16 stations) - Live now
- ⏳ Melbourne, VIC (12 stations) - Coming Sept 2025
- ⏳ Brisbane, QLD (9 stations) - Coming Sept 2025
Requirements:
- Lat/Long data required (IP address insufficient due to how close together each station is).
- Supported ad servers: AdsWizz, Simplecast, longer list tbd…
Key Definitions
- % of Trains: Percentage of all trains at a station meeting delay/on-time criteria
- Delayed: A trip is considered delayed when arrival or departure is 5+ minutes behind schedule.
- On Time: A trip is considered on time when arrival or departure is on time (there are no delays), or delays are less than 5 minutes behind schedule
- Data refresh rate: Every 5-15 minutes
- Station: A single location in the transportation ecosystem of a city. For example, Central Station is a train station in Sydney, NSW, Australia.
Use Cases
- Promote grab-and-go products during train delays
- Create location-specific messaging for commuters
- Encourage alternative activities when trains are running behind
- Drive foot traffic to nearby businesses during transit delays
- Celebrate on-time performance with time-sensitive offers
How to Setup the Transportation Signals
Step 1: Access Creative Manager
- Log into your Frequency account
- Navigate to Campaigns > Your specific campaign (or create a new one)
- Navigate to a Flight > Ad Unit
- Launch the Creative Manager
Step 2: Configure Transportation Data Signals
In the Data Signals panel, expand the Transportation category and configure both signals:
Configure Signal 1: Stations
Choose the specific stations you’d like to target from the available cities (e.g., Central Station, Town Hall Station).
Configure Signal 2: Station Updates
Configure delay thresholds by setting up the Arrival Status and Threshold.
Arrival Status Options:
- Delayed
- On Time
Threshold Settings:
- Greater than: X% (e.g., 20%, 30%, 40%, 50%)
- Less than: X% (e.g., 5%, 10%, 20%)
- Between: X% to Y% (e.g., 5% to 15%)
Step 3: Setup Scripts in the Mixer (optional)
Learn more about using the mixer here.
Step 4: Publish Ad Unit and Traffic Ad
- Publish Ad Unit
- Copy Vast Tag
- Setup ad in your ad server
Example Campaign Setup
Campaign Goal: Promote beverages to delayed commuters
Dynamic Triggers | Data Signal | Data Signals Value | Segments |
Segment 1 - Intro/Opener | Segment 1 - Script | ||
INTRO V1 | Station Status | GREATER THAN 20 | Can you believe it?… |
Segment 2 - Data Signal - % Delayed | Segment 2 - Script | ||
Greater than 30% | Station Status | Greater Than 30% | over 30 percent of trains are currently late... |
Greater than 20% | Station Status | Between 20% and 30% | 20 to 30 percent of trains are currently late... |
Less Than 10% | Station Status | Less Than 10% | Less than 10% of trains are currently late... |
Segment 3 - Data Signals - Train Station | Segment 3 - Script | ||
TOWN HALL STATION | Stations | Australia, Sydney, Town Hall Station | at Town Hall Station... |
Segment 4 - Outro/Closer | Segment 4 - Script | ||
OUTRO V1 | Station Status | GREATER THAN 20 | But that means you have time to go grab a bite to eat at McDonalds!… |
GENERIC - Default | Generic Script | ||
DEFAULT V1 | - | default |
FAQs
What is GTFS?
GTFS (General Transit Feed Specification) is a standardized data format for public transportation schedules and associated geographic information. It allows transit agencies to publish their data and developers to write applications that consume this data for trip planning, visualization, and analysis. Most importantly, it means that adding additional cities to Frequency’s transportation signal is relatively fast, easy, and achievable if you ever have the need.
What stations do you support?
We currently display only a short-list of the top 15 stations in Sydney, top 12 stations in Melbourne, and top 9 stations in Brisbane. However, on the backend, we support all stations in each city. If you want to activate an additional stations, please reach out to support by submitting a ticket.
Sydney (15) | Melbourne (12) | Brisbane (9) |
Central Station | Flinders Street | Milton |
Town Hall Station | Southern Cross | South Brisbane |
Wynyard Station | Melbourne Central | Central Station |
Martin Place Station | Parliament | South Bank |
Parramatta Station | Footscray | Roma Street |
Chatswood Station | Richmond | Fortitude Valley |
Circular Quay Station | Flagstaff | Bowen Hills |
Strathfield Station | South Yarra | Albion |
Redfern Station | Caulfield | Wooloowin |
Burwood Station | Box Hill | |
Bondi Junction Station | Dandenong | |
Sydenham Station | Glenferrie | |
Lidcombe Station | ||
Hurstville Station | ||
Blacktown Station |
What types of “stations” are there?
In Sydney, NSW, there are six major modes of public transportation that are supported in the GTFS data source:
- Metro
- Trains
- Bus
- Ferry
- Light Rail
- Regional Trains and Coaches
Currently, Frequency’s list of stations and station statuses are only pulling the location of Train Stations. But we could easily expand to additional modes of transportation like Metros, Regional Trains and Coaches, Buses, etc in the future.
Who are the data providers?
Location | Source | Website | Data Refresh Rate |
Sydney, NSW, AU | NSW Government: Transport Open Data | Every 5 minutes | |
Melbourne, VIC, AU | Victorian Government: Public transport timetable API | TBD | |
Brisbane, QLD, AU | Queensland Government: Translink Open Data | TBD |
Why did you choose to define delays as “over 5 minutes”?
This delay definition was adopted based on the NSW Government’s standards: “Services are determined to be punctual when arriving at their final destination within five minutes of the timetable for Sydney Trains services and six minutes for NSW TrainLink (Intercity). Services which skip stops, start or stop short, are diverted or cancelled are not punctual.” (Source: NSW Government Transport for NSW)
Need Support?
There are several ways to get support:
- Technical issues: Email or Slack your account manager
- Campaign strategy: Email your account manager
- Help Center: help.frequencyads.com