what is GRP and OTS without tutorial
Two metrics around which the entire offline is built, and both sound more complicated, than there is.
- OTS — how many times the advertisement will theoretically fall into the field people's view over the period. For the shield, this is a function of the traffic on the site, for radio - on the station’s audience and the number of outputs.
- GRP — the same coverage, but as a percentage of the audience city or segment, in total for all contacts. One hundred GRP approximately mean that each resident on average saw the advertisement once.
The practical meaning is simple: OTS allows you to compare two specific structures among themselves, GRP - to understand whether the flight has enough weight at all. Both numbers are taken from the operator and are not calculated by eye.
why offline cannot be measured as a context
Offline there is no click, which means there is no direct connection between the impression and action. The attempt to apply the logic of Direct to the radio ends the same: the flight is declared ineffective because “it is not visible conversions”, although there is nothing to see them there.
A separate "Measurement" sheet on the form lists the five work tools and honestly names everyone's limitations. Separate phone number works where they manage to record it, and does not work on the highway. Promo code underestimates the effect because some people do not remember it. QR is useless on a billboard by the road and works well at a bus stop. Splash of branded demand is visible in Wordstat, but does not separate offline from parallel activities.
Hence the rule: two tools at least, and basic measurement before the start. Otherwise, after the flight there is nothing to answer the question of whether it was worth it.
about pauses in flight
The temptation to advertise for all eight weeks in a row is understandable: it seems that the more pressure, the better the result. In practice after After a certain frequency of contact, the increase in recognition almost stops, and money continues to be spent. Scheme with pauses - two weeks of activity, a week of silence - with the same budget, it keeps recognition longer.
In chess you can see it with your eyes: a line with even filling throughout weeks almost always means that the plan was collected according to the residual principle.
what does it fit with?
The offline part is usually a separate line in annual media plan. If flit is launched around an event, its logic is described in media plan for the event. The digital part of the same budget is considered to be media plan template.
Useful for checking the cost of contact with digital channels. CPC benchmarks in Yandex Direct.
Frequently asked questions
- What is GRP and OTS in simple words?
- OTS - how many times an advertisement will theoretically come into view of people during a period. GRP is the same coverage, but as a percentage of the city’s audience, in total for all contacts: one hundred GRP approximately means that each resident saw the advertisement once. OTS compares specific designs with each other, GRP shows the weight of the entire flight.
- How to measure the effect of radio or outdoor advertising?
- There are no clicks there, so they take at least two tools: a separate phone number with call tracking, a promotional code in the video, a short domain or QR, a surge in brand demand in Wordstat, a survey at the entrance. Everyone has a blind spot - QRs can’t be read on a sign by the road, some people don’t remember the promotional code. Basic measurements are taken two weeks before the start.
- Do I need to run ads continuously throughout the flight?
- No. After a certain frequency of contact, the increase in recognition almost stops, and money continues to be spent. A scheme with pauses - two weeks of activity, a week of silence - with the same budget keeps recognition longer. In chess, an evenly filled line usually means a plan assembled according to the residual principle.
- Where can I get OTS and GRP for a specific design?
- In the design passport of the outdoor advertising operator. These numbers are requested and not calculated independently: it is on them that the comparison of surfaces and the defense of choice to the customer is based. For radio, similar data on the station’s audience is provided by a media kit.