What we measure
OTS (Opportunity-To-See) — a modeled count of viewing opportunities based on venue footfall, dwell and play frequency.
QR scans — deterministic, per-venue via unique short-links with UTM tags.
LTS (Likelihood-To-See) — attention-validated impressions — is on our roadmap once camera/sensor validation ships.
The OTS formula
weekly_ots = Σ venue[ weekly_footfall × visibility_factor(venue_type) × chaptrr_sov_pct × spot_length_factor × dayparts_active_share ]- weekly_footfall — latest estimate per venue
- visibility_factor — single MRC-OOH-aligned index per venue type (see table below)
- chaptrr_sov_pct — Chaptrr's Share of Voice in the loop (default 80%)
- spot_length_factor — 10s = 1.0, 20s = 1.2 (recall uplift)
- dayparts_active_share — sum of weekly operating hours ÷ (7 × 24)
campaign_ots = weekly_ots × campaign weeks. CPM = cost ÷ (OTS ÷ 1000).
Share of Voice
Chaptrr operates a shared inventory model. Each venue's ad loop is split between Chaptrr's advertiser network and the venue partner's own content — typically 80% Chaptrr, 20% partner. This split is per-venue, disclosed on every estimate, and factored into the modeled OTS you see. Advertisers only see and pay for their portion of the loop; venue partners retain a guaranteed share for their own community, brand, or promotions.
If a Chaptrr campaign is at full capacity within its allocated slots and a venue has enabled Override, Chaptrr may temporarily tap into the partner's share to meet demand. Overrides are logged and the venue partner is notified.
Visibility factor by venue type
Updated Sept 2026 — impression modeling now uses a single visibility index per venue type, aligned with MRC OOH combined guidance. This replaces the earlier dwell × attention compound (deprecated Sept 2026).
Spot-length factor (OTS uplift): 10s = 1.0, 20s = 1.2. Spot-length price multiplier (billing): 10s = 1.0, 20s = 1.5.
QR scan rate
qr_scan_rate = base 0.1% (conservative estimate) + offer boost + stocked boost, clamped between 0.1% and 0.6%. qr_scan_estimate = campaign_ots × qr_scan_rate. We deliberately model conservatively (underpromise / overdeliver).
Discount offer boost
- None — brand awareness: +0.0%
- Small — sign up / sample: +0.05%
- Medium — 10–20% off: +0.15%
- Big — 50%+ off / free item: +0.25%
Products stocked boost
- None / n/a: +0.0%
- Some venues: +0.1%
- All venues: +0.2%
Worked examples: base only = 0.1% · medium + some = 0.35% · big + all = 0.55%.
Defaults
Chaptrr Share of Voice default: 80% Chaptrr / 20% venue partner (per-venue configurable).
Cost = active_ratecard_gbp × (weeks ÷ 4.33) × spot_length_price_multiplier (10s = 1.0, 20s = 1.5).
dayparts_active_share = total weekly operating seconds ÷ (7 × 24 × 3600).
The earlier dwell × attention compound was deprecated Sept 2026 in favour of the single visibility index above.
Modeled QR scan rate
We model a conservative 0.1%–0.6% of campaign OTS as expected QR scans for planning (see the scan-rate matrix above). This is a modeled default and is subject to change as we benchmark real campaign performance. Actual scans are always measured deterministically per venue.
FX rate
Costs are set in GBP and converted to USD at 1 GBP = 1.42 USD, as of September 30, 2026.
Standards we align to
What we do not currently measure
- Sensor-based footfall (we use modeled estimates today)
- Attention-validated LTS
- Deterministic person-level identity
Modeled OTS from disclosed inputs; not sensor-verified. Sensors and third-party validation coming.