What is Share of Time in DOOH?
Share of Time (SoT) refers to the proportion of total display time allocated to a single creative asset on a digital out-of-home (DOOH) screen during a defined period. If a billboard rotates five ads every 10 seconds for 24 hours, and your creative runs four times per rotation, your share of time would be 20%.
It's a critical metric for understanding how often your message appears relative to competing advertisers on the same screen – essential when multiple brands share inventory on high-traffic locations like train stations, shopping centres, or motorway services.
Why Share of Time Matters
Unlike traditional media buying, DOOH networks often operate on a shared screen model, where numerous advertisers rotate through the same physical display. Your share of time directly impacts:
- Message frequency: Higher SoT means more impressions per passing audience member
- Brand recall: Creative appearing more frequently typically generates stronger recognition
- Campaign efficiency: Budget allocation across locations depends partly on negotiated SoT percentages
- Competitive visibility: On premium screens, SoT determines whether you dominate or fade into background rotation
In the UK market, premium locations (Piccadilly Circus, Oxford Street, major airports) often command premium SoT rates, sometimes 30-50% or higher, while secondary networks may offer 10-20% as standard.
How Share of Time is Negotiated
Media agencies typically negotiate SoT based on:
- Campaign duration: Longer campaigns often secure better time allocations
- Budget spend: Higher budgets typically unlock larger SoT percentages
- Screen scarcity: Prime locations command premium pricing for increased SoT
- Time of day: Peak hours (rush hour, lunch) often have restricted availability
- Audience quality: Screens in high-footfall areas (King's Cross, Canary Wharf) demand premium rates
Share of Time vs. Impressions
While related, these differ importantly. Share of Time is the percentage of duration, while impressions measure actual audience exposures. A 20% SoT on a low-traffic screen may yield fewer impressions than 5% SoT on a high-footfall location. Effective DOOH planning requires analysing both metrics.
Best Practice for UK Campaigns
When negotiating DOOH placements, clarify:
- Exact SoT percentage and any time-of-day variations
- Rotation speed (seconds per cycle) to calculate daily frequency
- Whether SoT is guaranteed or subject to available inventory
- Peak vs. off-peak allocations
- Competitive separation (minimum SoT buffer from direct competitors)
Connect Media Group advises clients to balance SoT investment with location quality – higher share on premium screens often delivers superior ROI than maximum share on secondary inventory.