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OOH glossary · Measurement

Likelihood to see (LTS)

Likelihood to see (LTS) is the share of passersby likely to notice a billboard’s ad.

OAAA and Geopath define LTS as the portion of the OTS audience likely to see an ad. It moves reporting from who could see to who likely did.

Geopath impressions are LTS numbers. That is why impressions are lower than the count of people passing.

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