Opportunity To See
The translation of the term Opportunity To See (short: OTS) – “opportunity to see” – does not automatically suggest its meaning: OTS is used in media planning and means something like average contact. The term thus indicates how often a user has come into contact with an advertising medium on average or, in other words, how often he has had the opportunity to see the advertisement. Hence, “opportunity to see.”
Where is the OTS used?
As already mentioned, the OTS is a key figure from media planning. In addition to the GRP, the Gross Rating Point, and other data, it is used in advertising effectiveness monitoring to measure the effectiveness of an advertising campaign.
How is the OTS calculated?
To calculate the OTS, you divide the gross reach(BRW) of a media plan by the net reach (NRW) of a media plan: OTS = BRW / NRW. The Opportunity To See thus indicates the ratio of the two ranges to each other, whereby the net range quantifies the number of people who have seen the advertisement at least once and the gross range indicates how many people have been reached without taking the number of views into account.Example: 100 people have seen your advertisement at least once. 200 people were shown your ad in total. You calculate the OTS by dividing BRW by NRW, so in this case:
200 / 100 = 2.
The OTS in this example is therefore 2.
Why is the OTS calculated?
Advertisements are only effective if they achieve the desired effect. To do this, they must first generate attention. The more often an advertisement is viewed, the more attention it generates – or so the assumption goes. Therefore, the OTS is a useful metric to measure the effectiveness of an ad or campaign.
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