Opportunity to see explained

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.

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]

Notes and References

  1. Book: Alan Cooper. How to Plan Advertising. Cengage Learning EMEA. 1997. 0-8264-5740-1. 191–.
  2. Book: Richard Hammond. Learn Popular Retail Strategies (Collection). Rick DeHerder. Dick Blatt. 14 August 2013. FT Press. 978-0-13-374248-0. 4–.
  3. Galpin. James. Gullen. Phil. 2000-07-01. Beyond the OTS: Measuring the Quality of Media Exposure. International Journal of Market Research. en. 42. 4. 1–16. 10.1177/147078530004200408. 166488373. 1470-7853.
  4. Hansen. Flemming. Hansen. Lotte Yssing. Grønholdt. Lars. 2002-01-01. Modelling purchases as a function of advertising and promotion. International Journal of Advertising. 21. 1. 115–135. 10.1080/02650487.2002.11104919. 155838554. 0265-0487.
  5. Cannon. Hugh M.. Riordan. Edward A.. 1994-03-01. Effective reach and frequency: does it really make sense?. Journal of Advertising Research. English. 34. 2. 19–29.
  6. Book: Norman Hart. The CIM Marketing Dictionary. John Stapleton. 12 November 2012. Routledge. 978-1-136-00833-7. 210–.
  7. Book: Richard J. Varey. Marketing Communication: Principles and Practice. Psychology Press. 2002. 978-0-415-23040-7. 283–.

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