Opportunity to see
Opportunity to see (OTS) is a term which refers to an advertising campaign and the number of exposures or opportunities which a particular audience has to see a specific advert.[1][2][3][4][5] In the context of radio advertising, the applicable relevant term is opportunity to hear (OTH).[6]
For example, OTS coverage of 40% means that 40% of the target audience saw (or is expected to have a chance to see) the advertisement.[1]
OTS has been a traditional metric determining advertising value, though in the Internet era it is also supplemented by the pay-per-click metric.[7]
References
- ^ ISBN 0-8264-5740-1.
- ISBN 978-0-13-374248-0.
- S2CID 166488373.
- S2CID 155838554.
- ^ Cannon, Hugh M.; Riordan, Edward A. (1994-03-01). "Effective reach and frequency: does it really make sense?". Journal of Advertising Research. 34 (2): 19–29.
- ISBN 978-1-136-00833-7.
- ISBN 978-0-415-23040-7.
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