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With the concept of OTS there is some confusion. In the US, contacts are referred to as Impressions , in Russia often just like OTS . Although in some countries under OTS imply the frequency of advertising. A verage OTS (average opportunity to see) is the average frequency of audience contacts with advertising. It can also be referred to as frequency . |
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When comparing advertising campaigns, the previously discussed cost per thousand indicator is often used - in this case CPT OTS. To get it, you need to divide the cost of the campaign by Impressions and multiply by a thousand.
CPT OTS = Budget / OTS x 1000
CPT OTS \u003d 4,800 (1,200,000: 250,000x1000).
Unlike the cumulative rating, OTS has a certain physical meaning, allowing you to evaluate total weight campaigns in terms of the number of contacts with the audience. It is important to understand that if, for example, OTS is 200,000 people, then these are not 200,000 different people - the same people can be counted more than once.
When comparing advertising campaigns, the previously discussed cost per thousand indicator is often used - in this case CPT OTS. To get it, you need to divide the cost of the campaign by OTS and multiply by a thousand.
OTSbe considered as the frequency of contact with the audience
If OTS considered as a frequency (similar to frequency ), then, accordingly, if we know the values of the aggregate rating and audience coverage, we can determine the average frequency of exposure to consumers:
OTS=GRP/Reach
For example, if 300 GRPs were collected during the campaign and 40% of the audience was reached, then the average frequency would be 7.5:
OTS = 7.5 (300:40)
If the term OTS is used for television, then for radio OTH (opportunity to hear).
1. OTS advertising surface (from English, opportunity to see literally "the opportunity to see") - the number of possible visual contacts of the base audience 18+ (population of the city over 18 years old) with a specific advertising surface during a certain period of time (usually one day). Sometimes the synonym “iopotential” is used to define the indicator. Table 2.1
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The possibility of contact depends on following factors review:
- the length of the field of view;
- surface turn angle;
- displacement of the surface from the axis of motion;
- the presence of competing designs;
- vision obstruction;
- distance to the traffic light;
- image illumination.
For example, daily OTS surfaces BUT a certain billboard 6 x 3 m is equal to 50 thousand. This means that within one day this surface of this particular billboard can be seen by 50 thousand people. potential consumers.
OTS evaluates the potential opportunities for advertising contact. The calculation is based on the assumption that each of the potential consumers contacts this surface once in a specified period of time. Therefore, it is more correct to measure OTS not in the number of potential consumers, but in the number of potential advertising contacts(i.e. one person can see this surface several once during the selected period). It follows from this that the higher OTS, the more potential consumers saw the advertising image. In the industry out-of-home this indicator is basic and is used to calculate other main mediametric indicators, such as GRP, SRT, Reach and frequency.
2. GRP (daily) advertising surface (from English, gross rating point - Literally "gross place rating") - the percentage of the base audience 18+ who had possible visual contact with a certain advertising surface during one day (taking into account the repeated contacts). Calculated as a ratio OTS to the base audience 18+. Expressed as a percentage, the % sign is usually omitted:
This indicator provides predictive data on the advertising opportunities of a particular surface in relation to the size of the real audience. It should be noted that surfaces with the same OTS with quantitatively different audiences will give different GRP. That is, in different cities, media of the same format and location have different advertising opportunities.
For example, GRP one surface of one shield 6 x 3 m in Moscow is 0.64. This means that within one day, 0.64% of the 18+ base audience saw this particular medium. From here, the Moscow OTS: 0.64x8750 thousand (base audience in Moscow 18+)/100 = 56 thousand contacts.
The higher GRP advertising surface, the greater the number of potential consumers saw the advertising image. In practice, the indicator GRP allows you to quantify the volume advertising impact relative to the population of the city. The relationship between the number of advertising surfaces in the network, their location and GRP allows to offer the customer various targeted programs that provide the volume of advertising impact with the number of advertising contacts equal to the population of the entire city (100 GRP) or parts thereof (half - 50 GRP, quarters - 25 GRP etc.). The number of surfaces for the formation of targeted programs for a certain indicator GRP depends on the population of the city. For example, in order to provide an advertising exposure of 100 GRP in Orel (270 thousand 18+), 15 parties are needed. In Novosibirsk (1110 thousand 18+) - 40 surfaces 6x3 m, and in Moscow (8750 thousand 18+) - 156 billboard surfaces.
It turns out that GRP characterizes the total number of advertising contacts provided by a set of advertising structures of a certain format included in the targeted program within one city.
3. freguency(from English, literally - "frequency") - the average number of advertising contacts of each consumer from the calculated potential audience with a certain advertising surface in a given period of time. Calculated:
where wj- the share of the potential audience in percent, which had i contacts within a given period of time.
For example, if 50% of the potential audience saw an advertising image once during the entire campaign period, 30% - twice, 20% - three times, then the average contact frequency is (50 x 1 + + 30 x 2 + 20 x 3) / 100 = 1.7. That is, during the period of the campaign, each potential consumer saw an advertising image on average 1.7 times.
It turns out that the higher the frequency, the more contacts potential consumers had with the advertising image.
4. Reach (With English, literally - "coverage") - the share of the base audience 18+, who had the opportunity of visual contact with an advertising message at least once in a given period of time. Calculated:
It follows from this that the higher the coverage, the more potential consumers have seen the advertising message at least once. To calculate the coverage in outdoor advertising is used GRP. For one surface, daylight is displayed GRP, and coverage and frequency are calculated for the period of advertising campaigns (two weeks, a month, etc.). For these indicators in the industry out-of-home affects the location of the advertising surface and its GRP.
Example.Unique projects of the Ator group of companies. By order of the companyMirax implemented projects for the design of facades of buildings. For the first time in Russia, an advertising message on a self-adhesive film was mounted directly on the facade glazing of a new building. The total area of application was about 2000 square meters. m.
OAO "Moscow City Advertising" on the order of the agency "Ator" conducted a non-standard advertising campaign for one of the world's largest automakers - the company Hyundai.As part of the campaign held by the company from March 12 to April 30, 2008 inclusive, when purchasing a carhyundai Santa Fe,2007 release, the buyer receives a discount in the amount of 60,000 to 70,000 rubles. depending on the configuration.
In support of this action, Moscow City Advertising implemented a project using seven banner banners, two of which are fully illuminated. The designs are a svstodinamicheskoe scoreboard on a plastic carrier with a combined backlight - with the help of a light box, as well as with the help of light-dynamic elements. inscriptions "Santa Fe" and “up to 70,000 rubles” are dialed using blue and white diodes; in addition to the size of the discount, flashing and then fading LEDs attract attention, creating the effect of a blinking inscription. An important distinguishing feature advertising campaign is that Hyundai- the first car brand, who placed his advertisement on light banners. The campaign started on April 11 and lasted until April 20, 2008 inclusive.
Outdoor furniture - an independent segment outdoor advertising. The concept of street furniture (from English, street furniture not of Russian origin: the authorship belongs to the Frenchman Jean-Claude Decaux. If you look at the English-language definitions, you can see that nowhere is the function of the advertising medium put in the first place.
Street furniture is determined by two overlapping criteria: the purpose (usefulness) of the design and the small format (up to 10 m2). The key condition for identifying outdoor furniture is its usefulness, social function, and only then the possibility of posting information. Thus, stop pavilions, payphone booths, trash cans, public toilets, etc. fall into this category.
Street furniture is designed primarily for pedestrian flows. Those stuck in traffic are the most desired clients of dynamic installations (scrollers, prisms), where several messages are displayed on one advertising surface. A significant part of the constructions is concentrated in the historical part of the city and covers an attractive solvent audience: wealthy, active business people, young people. The shortest period of using outdoor furniture is currently two weeks (especially in Moscow and St. Petersburg).
From the draft resolution of the Government of Moscow, it became known that for the implementation of the city target program for the development of advertising, information and design of Moscow in 2011-2013. the city authorities plan to spend more than 3 billion rubles.
Outdoor furniture options. Dual purpose designs:
- stopping areas and waiting pavilions;
- benches;
- road barriers;
- payphone booths;
- cabins (canopies) for ATMs;
- beach cabins;
- bins and trash cans;
- toilet cabins and pavilions.
Information Systems:
- pointers;
- racks;
- stands;
- information kiosks.
- pylons;
- scrollers;
- pillars;
- city boards;
- prisma dynamic installation;
- bracket panels.
- 1. LEDs- emit light of a certain wavelength, which increases their luminous efficiency when used as colored light sources. They are used in outdoor advertising in the form of lighting. Most often used for decorative design and the manufacture of illuminated advertising.
- 2. Cold neon(electroluminescent wire) - new on the market outdoor advertising and a worthy competitor to open neon (neon tubes).
- 3. Sculpture promotional items- these are three-dimensional plastic products, expressed in sculptural technique. Sculpture advertising differs from other types in its design and complexity of figures.
To funds road advertising include advertising information carriers made in the form of various devices and technical structures, as well as information and service advertising signs individual design distributed on the streets and roads.
- it is prohibited to distribute advertising that makes it difficult to assess the real traffic situation and has a similarity (according to appearance, image or sound effect) with the technical means of organizing road traffic and special signals, as well as giving the impression that pedestrians, vehicles, animals or other objects are on the road;
- advertising should not limit visibility technical means organizations traffic or interfere with their perception by traffic participants;
- cause blinding of road users by light, including reflected light;
- when engineering structures are located on spans, reduce their dimensions;
- be located in such a way that for its perception pedestrians were forced to enter the carriageway of streets and roads;
- advertising is not allowed outside settlements at a distance closer than 3 m from the edge subgrade roads (with the exception of information and service advertising signs of individual design);
- on the median if the distance from the edge advertising design to the edge of the carriageway is less than 2.5 m;
- outside settlements, where in the zone of 1 km of the road for this direction traffic already has two advertising media;
- in the same section with road signs and traffic lights
- on emergency-dangerous sections of the road network (places of concentration of road accidents);
- at railway crossings, in tunnels, overpasses, bridges, overpasses and closer than 350 m outside settlements, and in settlements - 150 m from them;
- closer than 150 m from public transport stops (except for cases where advertising is placed directly in the pavilion);
- on sections of streets and roads with a longitudinal slope of more than 40 degrees;
- closer than 150 m from pedestrian crossings and intersections on roads outside settlements, etc.
Advertising stands can be made from various materials, providing a high level of safety during collisions and sufficient stability under the influence of the calculated wind load and during operation.
- URL: http://vvww.outcloorinedia.ru (Outdoor Magazine. 2010. No. 12).
- URL: http://www.outcloormedia.ru (outdoor magazine, 2010, no. 10).
The target audience:
A specific group of people (consumers) that an advertising campaign is aimed at.
Mediaplan:
This is a plan for placing your advertisements. This document contains answers to the following questions: where to post, what audience to reach, how often to post, when to post, how much to spend on it. The media plan is formed as a result of the analysis of a significant number of factors that characterize a particular media tool.
Prime Time
airtime on radio and television, covering maximum amount radio listeners and TV viewers
CATI - Computer Assisted Telephone Interviewing:
Computer system of telephone interrogation. The questionnaire is programmed and entered into the central computer, which issues it question by question to the displays of several terminals (from 5 to 100) located in the same room. An operator sitting at the terminal dials a randomly generated telephone number and conducts the interview by reading the questions from the screen and entering the respondent's answers into the computer using the keyboard. The work of interviewers is under the strict control of the supervisor.
Panel (Panel):
A group of people selected for the study. The essence of the panel research is to continuously receive information from each of the panel members over a period of time. With the help of panel studies, television and radio audiences are studied. Information can be collected with the help of diaries or with the help of special devices - people meter.
Diary:
A research method in which respondents fill out special diaries for some time (from a week or longer). The diaries can record information about watching TV programs or listening to radio stations, etc.
People Meter:
A device that allows each of the members of the television panel to record TV viewing. Devices are installed on each television receiver in the family participating in the study. They record TV channels around the clock. The device has a remote control, on which a separate button is allocated for each family member. Study participants press their button each time they enter and leave a room with a TV on.
TV
Rating (TVR):
The transfer rating (ad unit, time interval) is calculated according to a probabilistic model and is expressed as a percentage of the target group. Each viewer who switched to this channel during this program (ad unit, time period) is assigned a certain weight depending on the duration of viewing. Thus, a viewer who watched the entire program from beginning to end is assigned a weight of 1, who watched half of the program - 0.5, a third of the program - 0.3333, etc. The sum of the weights is calculated and divided by the number of respondents - members of the target group.
Audience - audience:
It is calculated similarly to the rating, but is expressed not as a percentage, but in thousands of people.
Share - share:
Channel share - the percentage of viewers watching a particular channel (calculated as the ratio of the channel's AUDIENCE to the AUDIENCE of all TV channels).
GRP - gross rating points:
The number of representatives of the target group who watched at least 15 minutes (for the diary panel) and one minute (for the peoplemeter panel) of the broadcast event in question (TV programme, commercial…). For each separate on-air event lasting 15 minutes (for a diary panel) and one minute (for a pipemeter panel), GRP is equal to Reach%. Expressed as a percentage, although the % sign is never used.
Cumulative GRP - accumulated GRP:
Calculated as the sum of the GRPs of all commercials aired.
Reach% - reach:
Percentage of representatives of the target group who saw at least 15 minutes (for the diary panel) and one minute (for the peoplemeter panel) of the on-air event under consideration. For each separate on-air event lasting 15 minutes (for a diary panel) and one minute (for a pipemeter panel), Reach% is equal to the GRP.
Reach - coverage in thousand people:
It is calculated similarly to Reach%, but is expressed not as a percentage, but in thousands of people.
Cumulative Reach% - cumulative reach:
Percentage of representatives of the target group who have seen at least one of the commercials aired. When calculating Cumulative Reach%, each person only counts once, no matter how many times they actually saw commercials.
Qualified reach - coverage calculated using one of the following methods:
- The number of representatives of the target group watching at least N minutes of the on-air event;
- The number of representatives of the target group who watch at least N % of the duration of the on-air event.
Cumulative frequency - cumulative frequency:
The average number of contacts of each representative of the target group with the commercials aired as part of the advertising campaign. Cumulative frequency is calculated as the ratio of Cumulative GRP to Cumulative Reach%.
OTS (opportunity to see) - "the ability to see":
The number of times (in thousands) that the given advertisement could potentially be seen (perceived). OTS for one on-air event is always equal to Reach for that event. For multiple on-air events, the OTS is equal to the Reach sum of the on-air events. Unlike the Reach calculation for a group of events, when calculating the OTS for a group of events, each viewer is counted not once, but as many times as he actually watched on-air events.
CPT GRP - cost of one GRP:
It is calculated as the ratio of the money spent (Cost) to the GRPs earned.
CPT Viewers - cost per thousand contacts:
The cost of "coverage" of a thousand representatives of the target group who saw at least one of the analyzed on-air events or the amount of money that needs to be spent in order for a thousand representatives of the target group to see the analyzed on-air events at least once. It is calculated as the ratio of money spent (Cost) to Reach.
Frequency distribution (N+):
Frequency distribution. Percentage of members of the target group who have seen commercials with a certain frequency level (N+). Frequency distribution (1+) = Reach%.
RADIO
AQH (Average Quarter Hour) - average rating of a 15-minute interval.
Average number of listeners in an average 15-minute interval. Calculated in thousands of people and as a percentage of the target group. If it is said that the AQH of any radio station is equal to 105 thousand people or 3.4% of Kazakhstanis aged 15 years and older. This means that on average 105,000 Kazakhstanis listen to this radio station for at least 5 minutes during an average 15-minute interval, and they make up 3.4% of the population of Kazakhstan aged 15 years and older.
Daily audience (Reach Daily)
Accumulated daily number of radio station listeners. Calculated in thousands of people and percentage of the target audience. For example, a daily audience equal to 1,390.0 thousand people or 19.5% of the population of Almaty 15+ shows that an average of 1.39 million people listen to this radio station per day and they make up 19.5% of Almaty residents aged 15 and older.
Weekly Audience (Reach Weekly)
The accumulated number of listeners during the week. Expressed in thousands of people and as a percentage of the target group. For example, the weekly audience of the radio station is 2,550.1 thousand Almaty residents or 34.7% of city residents aged 15+. This means that in a week this radio station is listened to on average by 2,550.1 thousand people or 35.1% of Almaty residents aged 15 and older.
Monthly Reach
The accumulated number of listeners during the month. It is also expressed in thousands of people and as a percentage of the target group. The monthly audience equal to 321.2 thousand people or 4.4% of Almaty residents 15+ shows that on average 321.2 thousand Almaty residents listen to this radio station per month, which make up 4.4% of all residents of Almaty aged 15 and older.
Time Spent Listening (TSL)
Total time spent listening to the radio station. Expressed in minutes. It is considered an average per day and an average per week.
Radio Station Share (AQH Share)
Percentage of listeners of a particular station among all radio listeners.
share
For a particular time interval, the ratio of the number of people listening to a radio station to the number of people listening to the radio. Expressed as a percentage, i.e. max = 100 (when everyone listening to the radio is listening to the same station).
Rating
Time slot audience, most often 15 minutes. The number of people who listened to the given radio station for at least 5 minutes during the interval. It can be expressed in absolute terms (thousand people) or as a percentage of the population.
GRP - gross rating points or TRP - target rating points
The sum of the ratings (rating) of the time intervals included in the media plan. When calculating for the entire population - GRP, when calculating for the target group - TRP.
Frequency
The average frequency of contact with advertising for the covered part of the target group. Calculated for media plans.
PRESS
AIR (Average Issue Readership)
The average number of readers of one issue of the publication. It can be expressed in absolute terms (thousand people) or as a percentage of the population.
Coverage
Target group coverage for publication or for advertising company. The number of people (expressed in thousands or % of the target group) who have seen the publication at least once.
OTS (opportunity to see)
The number of contacts with an ad, expressed in thousands of contacts. Called Gross Impressions on some systems. Calculation: OTS = Cover("000) * Frequency
CPT Cover (cost per thousand Cover)
The cost of reaching a thousand people from the target group is calculated both for a single publication and for an advertising campaign. Calculation:
CPT Cover =Total Cost / Cover("000)
CPT OTS (cost per thousand OTS)
The cost of a thousand contacts with advertising in the target group is calculated both for a single publication and for an advertising campaign. Calculation: CPT OTS = Total Cost / OTS
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To "weigh" an advertising campaign, the calculation of the aggregate (total) rating is often used. Usually this indicator is called GRP ( Gross Rating Point ). It is obtained by summing up the ratings of broadcasts (exposures) of advertising throughout the campaign. |
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Overall and target overall rating
GRP can be calculated both in relation to the entire population, and in relation to its specific group. The aggregate rating of a particular target audience is often referred to as TRP ( Target Rating Point).
Rating point cost
In order to compare different media plans in terms of their economic efficiency, you can calculate the cost of a rating point (СPR, Cost Per Rating ). To do this, you need to divide the advertising budget by the total rating:
CPR = Budget/GRP
1GRP = 4,286 (1,200,000:280).
Another campaign cost 1,400,000 rubles with 350 ratings. One rating point will cost 4,000 rubles:
1GRP = 4,000 (1,400,000:350).
Achieving 1% of the audience in the second case turned out to be cheaper.
Overall ranking, reach and frequency
GRP = Reach x F
Accordingly, if we know the values of the aggregate rating and audience coverage, we can determine the average frequency of exposure to consumers:
F=GRP/Reach
For example, if 300 GRPs were collected during the campaign and 40% of the audience was reached, then the average frequency will be 7.5 times:
F = 7.5 (300:40)
Total rating as the weight of the advertising campaign
In general, the aggregate rating is an indicative number. It can be used to represent the weight of the campaign - the total amount of advertising, but not its quality. One campaign can have more weight, but at the same time be inferior in effectiveness to a “lighter” one. 
Experts note that it is possible that after advertising campaigns with the same aggregate ratings in large and small markets, regardless of other factors, consumer awareness in small markets is significantly increased.
In order to determine the desired weight of an advertising campaign, they resort to monitoring data that shows how and how many times competing companies or brands are advertised, what value of the aggregate rating they gain.
In addition to the term "GRP", the following variants are also used: cumulative rating, total rating, gross assessment coefficient, gross rating, sum of rating points.
Features of GRP calculation:
- accounting for repeated contacts with an advertising message
- the percentage of GRP is not calculated from the number of all possible contacts, but from the percentage of effective audience
GRP in outdoor advertising
in outdoor advertising, the Gross Rating Point indicator is the percentage of the size of the effective audience (OTS) of the advertising surface to the total market size (the city's population aged 18 years and older)
The media plan may indicate the percentage calculated for each design, or the total GRP of the advertising campaign, in which case it is meant by the term "total rating"
It is important to understand that the total coverage is different from the GRP, although the calculation yields close values. The GRP will not take into account all contacts with an advertising message, only interactions with an effective audience. On the other hand, reach only includes unique contacts, so the sum of all contacts is reduced by the estimated percentage of repeat visits.
The value of an individual construct is usually calculated based on daily GRP data, and the reach/frequency of impressions target audience counted as one month.
OTS- the potential audience of the advertising surface. It is calculated by measuring traffic and pedestrian flows using coefficients that take into account the possibility of contact of all the main components of the potential audience (flows) with an advertising image
CPT- Evaluation of the cost of one thousand advertising contacts. It is calculated as the ratio of the daily price of the advertising surface to the number of possible visual contacts of the base audience with the advertising surface, reduced to an audience of 1000 people.
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