Measurement & Metrics

Opportunity to See (OTS)

The probability of being exposed to a medium’s content or advertising. OTS does not require actual exposure to all content — it counts the chance to see, not confirmed viewing.

Also known as: OTS, opportunity-to-see impression

Source: IAB DOOH Glossary

Related terms

Impression A counted exposure of an ad to a person. In DOOH it is the foundational unit of currency, but the exact definition varies by standard — from a raw play, to an opportunity-to-see, to a viewability-qualified audience impression. Audience Impression The canonical DOOH measurement unit: the total number of people with an opportunity to see (traffic), adjusted for notice and dwell time and calibrated to the spot length. The same concept the industry also calls Visibility Adjusted Contact (VAC). Likelihood to See A stricter measurement tier than OTS: people in the exposure zone while the screen is active and viewable. Measurement bodies (IAB, MRC) place it between OTS and audited audience impressions; exact criteria are still being standardized.