What does Opportunity To See (OTS) mean?
The OTS value (Opportunity To See) is a key media planning metric that describes the average number of contacts a person in the target group reached had with an advertising medium during a campaign. It serves as a measure of contact intensity or frequency. For example, an OTS value of 3.5 means that, statistically, each person reached had on average 3.5 opportunities to notice the advertisement.