What is Likelihood To See (LTS)?
Likelihood to see is a measurement metric used in digital-out-of-home and place based advertising to quantify the number of people who are likely to see an advertisement on a digital screen. This can be measured by adding a camera or sensor to a digital screen and integrating an audience analytics technology to measure people who are within a close proximity (usually within a 10 meter range) to the digital screen. Another way for media owners to measure this data is by employing a third party research company to gather the data for them instead.
Likelihood To See vs Opportunity To See (LTS)
Likelihood to see is a more precise measurement than opportunity to see. While they both are used to measure audience reach, LTS counts people within a closer range to a digital screen therefore meaning that the people counted have a higher probability of actually viewing the displayed content. OTS is currently used as the main measurement metric within the OOH market that is used to capture impressions. Impressions or cost per thousand impressions (CPM) is the currency in which ad space is purchased programmatically.
Figure 1. A diagram highlighting the difference between LTS and OTS Measurements
The benefits of collecting LTS data
In today’s DOOH landscape the expectations for quality and transparent data collected by media owners and provided to buyers is rising. DOOH data collection used to be more fragmented than it is today, with various methods and metrics being used for measuring audience reach. In order to prove the value of their digital inventory, publishers must get on board and employ an analytics software that can collect accurate data such as LTS. By doing this they can:
- Build trust with media buyers
- Create a reputation as a credible media owner which will enhance inventory sales and decrease wastage
- Gain accurate and fully inclusive viewer counts that ensures their inventory is sold at the right price
Understanding audience reach is just as important as the initial steps of creating the content, finding ad space and launching the campaign. By measuring LTS advertisers, brands and media buyers can:
- Assess how their content is performing to optimize future campaigns
- Understand if the inventory they are advertising on is helping them to reach their target audience and goal number of impressions
- Compare LTS data with sales data to see if their marketing efforts are converting audiences to paying customers
Combining LTS with OTS Data
In order to collect the most inclusive and accurate data it is best for media owners to utilize a technology that can measure both, LTS and OTS metrics. Sightcorp’s audience analytics technology, DeepSight, can deliver on this by using both face detection and body detection to measure audience reach. In fact, by using head pose data the anonymous camera based software can attribute actual viewers to screens which makes the data more concrete and provides the most granular and accurate viewer insights available.