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OOH glossary · Measurement

Opportunity to see (OTS)

Opportunity to see (OTS) counts everyone who passes a billboard and could see it.

Geopath calls OTS a basic measure of media exposure. It counts exposure to the display, not proof that the ad was seen.

Circulation and DEC are OTS numbers. They count the people passing, whether or not they notice the ad.

Geopath turns OTS into likely viewers with a visibility adjustment. That is the share of passersby likely to notice the ad.

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