OTS stands for Opportunity To See, which refers to the average frequency and the number of chances an audience has to see and understand an advertisement.
In terms of media planning, OTS indicates the average number of times that the audience is potentially exposed to the advertising message. Indeed, the term "opportunity to see" originates from the fact that there's no certainty that every individual belonging to the target group has paid attention to and understood the advertising message.
How is OTS calculated?
The average frequency is determined by the ratio between cost per GRP and the coverage, in a given period of time.
It is usually used in advertising planning to evaluate the effectiveness of a media plan or to indicate the consumer's attention threshold when reached by the message.
Finally, OTS is a metric that determines the value of advertising by assessing the attention threshold of those viewing the ad.
The advantages of OTS
Most of the success of an advertising campaign is often due to the audience's attention. Continuous repetitions of ads or commercials can generate more attention towards a campaign and therefore, more possibilities that the Please note that I have translated only up to where you have provided text. If there was additional text meant to be included in this translation, please provide it for completion. the consumer understands the message conveyed by the advertisement.
Thanks to the value of OTS, which is a means to measure the approximate attention that has been generated, it is possible to calculate how many people have managed to understand and grasp the meaning of the message.
OTS values can be used to increase visibility or promote a brand or a product newly launched on the market.
Thanks to various repetitions of commercials, it is possible to imprint an advertisement in the recipients' memory.
Example of OTS calculation
To calculate OTS is very simple, for example:
- Net coverage: 1,000 people have seen an advertisement at least once;
- Gross coverage contacts: 5,000 contacts that include the number of all recipients;
- Gross coverage is divided by net coverage: 5000 by 1000, the average contact value obtained is 5 OTS.
This calculation shows how the target group is composed compared to other contact classes.
The advertising industry assumes that ideally there should be seven to twelve contacts per target person depending on the advertising medium.
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