It is traditionally thought that an ad/marketing message needs to be seen around 5 times before it becomes effective (as in users need 5 opportunities to see it).
7 Things To Know About Opportunity To See
- In a *terrible* example of marketing jargon, OTS is used to mean both:
- Each time someone might see an ad (eg impressions)
- The average no. of times people see an ad (eg frequency)
- OTS is not a consistent metric across all channels. An online video ad only needs to be 50% on screen for 2 seconds to count, while a TV ad has to play for a full 30 seconds.
- OTS is a way of hedging bets – they are opportunities to see an ad, not a guarantee that an ad was actually seen. To me, this really explains how ad impressions became a common metric.
- In online advertising, frequency is essentially the same as OTS as a metric. The difference is that that OTS is an estimated average whereas frequency is based on live data.
- According to Ryte, Opportunity To See is most analogous to page views (per user) in terms of SEO metrics as websites are essentially an advertising medium.
- The idea behind OTS is planning your marketing spend. If you want people to see an ad 5 times each, what mix of channels do you need to book to be sure to hit them 5 times?
- OTS is a traditional marketing metric meaning the ratio between the number of times an ad was seen, and the number of people who saw an ad.