Opportunity to see

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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

  1. 1 2 Alan Cooper (1997). How to Plan Advertising. Cengage Learning EMEA. pp. 191–. ISBN   0-8264-5740-1.
  2. ↑ Richard Hammond; Rick DeHerder; Dick Blatt (14 August 2013). Learn Popular Retail Strategies (Collection). FT Press. pp. 4–. ISBN   978-0-13-374248-0.
  3. ↑ Galpin, James; Gullen, Phil (2000-07-01). "Beyond the OTS: Measuring the Quality of Media Exposure". International Journal of Market Research. 42 (4): 1–16. doi:10.1177/147078530004200408. ISSN   1470-7853. S2CID   166488373.
  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. doi:10.1080/02650487.2002.11104919. ISSN   0265-0487. S2CID   155838554.
  5. ↑ 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.
  6. ↑ Norman Hart; John Stapleton (12 November 2012). The CIM Marketing Dictionary. Routledge. pp. 210–. ISBN   978-1-136-00833-7.
  7. ↑ Richard J. Varey (2002). Marketing Communication: Principles and Practice. Psychology Press. pp. 283–. ISBN   978-0-415-23040-7.
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