OTC, VAC, visibility: how to read a board's audience figures

The usual figures

• OTC (Opportunity to See) — how many times people had the chance to see the board over a period (on WikiOOH usually 14 days).
• VAC (Visibility Adjusted Contacts) — contacts adjusted for how likely the board is actually to be seen (angle, distance, obstacles).
• Effective visibility — a percentage rating of how easy the board is to see.

Who supplies these figures

For most boards today the figures are supplied by the board owner, usually from a third party's survey or model at some point in time. WikiOOH has not verified them. That is why the board page shows them under «Owner's figures», apart from the audience section.

Three levels of audience data on WikiOOH

1. Measured — from a measuring device at the location, with the date of measurement.
2. Preliminary estimate — from a model based on measurements at similar locations; labelled as an estimate.
3. Not measured — no reliable data yet; WikiOOH does not guess.

The three levels are never mixed or added into one figure. Most boards are «not measured» for now; locations with real measurements will be marked once the data may be published.

Using the figures in a plan

• Compare boards with the same source of figures; do not set one owner's OTC against another location's measurement.
• Ask the owner when the figures were measured and how.
• For a large budget, favour locations with measured data, or ask WikiOOH about buying by contacts: 0933 15 99 88 (phone, Zalo).