Opportunity to see is the count of people who are located near the advertising space in question. This is the viewership count of the advertising space.
OTS Active essentially measures audience who are most receptive to the advertisements. It selectively eliminates the people who are driving from the count of viewership as driving is often at a cross with reading advertising signages.
OTS Passive measures the count of the people who are likely to see the signage. This count includes all the people who have the possibility to see the billboard. It captures the total viewer count including the subconscious impressions because of passive viewership.
Likelihood to see is the probability that a viewer located in a zone where there is opportunity to see a particular advertising space actually sees the space. It is the weighted average of four different indices namely Height Index, Width Index, Elevation Index and Tilt Angle Index. A LTS closer to unity reflects better likelihood that the advertising space will be noticed by people located in a closeby area.
Height index is the measure of marketability of the height of the billboard. A high height index corresponds to a better ease of view of the billboard. Billboards with very small heights or enormous heights have been reported to have poor viewability, especially in vivid cities where multiple objects clamour for attention. Large boards fail to register an impression because they take longer movement of the eye muscles to register their response. Boards with small heights on the other hand merge with surroundings and are therefore more difficult to perceive and differentiate. Hence such billboards exhibit lower height index in our scientific evaluation. A height index closer to unity signifies optimum height for maximum impact.
Width index is the measure of the marketability of the width of the billboard. A high width index corresponds to a better ease of view of the billboard. Research shows billboards with high width fail to deliver a synergistic message to viewers. On the other hand billboards with too small a width do not capture the attention of the audience for the necessary amount of time. Hence such billboards exhibit lower width in our scientific evaluation. A width index closer to unity corresponds to optimum width for maximum effect.
Elevation index is the measure of the marketability of the elevation from the ground of the billboard. A low elevation corresponds to a better viewability of the billboard. Billboards located out of the line of sight of the people fail to turn a lot of heads. Hence billboards which are closer to the line of sight show up with higher Elevation Index in our scientific evaluation. A better elevation index will be closer to unity.
Angle of the billboard with the incoming traffic is the tilt angle. Tilt angle plays a significant role to determine the magnitude of impression of the billboard on the viewer. Billboards placed facing the incoming traffic register an increased engagement due to increased viewability and an ease of view. While Billboards placed parallel to the incoming traffic are least likely to be noticed. A higher tilt angle index reflects better ability to register on the incoming traffic and will be closer to unity.