What it is
An impression is generated each time an advertisement is viewed, or can be viewed.
The number of impressions achieved is a function of an ad’s reach – that is the number of people seeing it -, multiplied by its frequency – that is the number of times they see it.
Impressions are also name exposure or OTS (Opportunity-To-See).
How to use
Impressions measure advertising pressure. Across channels, time, and versus competition.
Impressions are an important media key performance indicator (KPI) because they measure the number of times a piece of content, such as an advertisement or social media post, is displayed to users. Impressions quantify the reach and visibility of a piece of content, as well as its potential impact on the target audience.
What to consider
As a metric, impressions do not account for the quality of viewings and the impact they generate. Does the impression lead to the person watching the advertising for 3, 8 or 15 seconds?
Additionally, costs for generating the impressions need to be taken into account. Some impressions are more expensive than others.
Important to look at exposure distribution, too!
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