"A"
AAAA
American Association of Advertising Agencies. National organization of advertising agency business, representing 630 agencies of various sizes. AAAA agencies place close to 80% of all advertising appearing in U.S. AAAA has developed standards of practice and the time buying contracts used by most advertising agencies. AAAA has an Outdoor Media committee that works with the industry on behalf of its members.
Airport Displays
A variety of advertising displays are available at airports, ranging from Dioramas to free-standing kiosks or speciality exhibits.
Angled
Advertising structures are built for maximum visibility to vehicles approaching the structure. They are classified as angled when one end is set back more than 6' from the other end of the structure.
Allotment
The number of units required to achieve a desired GRP level in a market. Traditional poster panel showing consist of illuminated and unilluminated displays that will vary by market size and population.
Alternative Media
Outdoor formats that do not fall into the categories of billboards, street furniture or transit. Most alternative media is used to crate customized solutions for advertisers.
Annual ADT
Annual Average Daily Traffic. Measurement representing the total number of vehicles passing a given location based upon 24-hour counts taken over an entire year. Mechanical counts are adjusted to an estimate of annual average daily traffic figures, taking into account seasonal variance, weekly changes and other variables.
Approach
The distance measured along the line of travel from the point where an advertising unit first becomes fully visible to the point where the copy is no longer readable.
Audited
The certification of traffic circulation. The TAB is an independent auditing bureau responsible for verifying traffic circulation in a market.
Audited Circulation
The Traffic Audit Bureau for Media Measurement (TAB) independently audits records and circulation data for outdoor advertising according to established national procedures approved by the buyer and seller community. Similar to the Audit Bureau of Circulations (ABC).
Availability or Avails
The space available for sale at a given time.
Average Date of Completion
Method of averaging the completion dates of several boards in a single contract. This acknowledges that some boards are completed and exposed to traffic earlier than others.
"B"
Backlighted Units (Backlit)
Advertising structures which house illumination in a box to transmit light through translucent advertising printed on plastic or heavy duty paper.
Bar Coding
Technology similar to supermarket's UPC symbols whereby locations, postings, and other information can be scanned and checked by electronically reading bar code information.
Billboard
Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage.
Bill Poster
The out-of-home company employee who places the advertising paper on the structurae.
Billroom
Place where advertising paper is stored and prepared for the bill poster's use.
Blanking
White paper border surrounding the poster copy area. Applied between the poster and panel molding. Measurements set by industry standards.
Bleed
Poster copy that extends to the edge of a poster panel frame on all sides.
Bleed Through
A production difficulty where the previous design used on a structure can be seen through the current message. Can occur because of the paper used, a chemical reaction to certain pigments, or because of excessive wetting from heavy rains.
Blocked Panels
An advertising structure whose view has been obstructed on a more or less permanent basis.
Boards
Common term for poster panels and bulletins.
Bulletin
A standardized outdoor format commonly measuring 14'x48' in overall size. Sold either as permanent displays or in rotary packages. Bulletin copy can be rendered using hand painting techniques, computer production or printing on paper.
"C"
Cancellation Period
A specified period of time when a contract can be terminated. Common to all media.
Charting a Showing
The process of selecting individual unit locations to maximize outdoor advertising objectives.
Circulation
Traffic volume in a market
Coat Out
The process of covering a painted advertising message (bulletins) with white or gray paint before new copy is painted.
Collating Posters
Posters are made up of individual sheets. These sheets are organized or collated in the sequence needed so that the bill poster will post the advertising message correctly.
Competitive Plants
One or more out-of-home Media companies offering services in the same market area.
Computer Production
The process of rendering artwork digitally onto a single-sheet vinyl display surface.
Continuity
The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks
Co-Op
The sharing of advertising costs between a manufacturer and distributor or dealer. Common to all media.
Copy
Artwork displayed on an outdoor unit.
Copy Area
The viewing area on an outdoor unit.
Coverage
The boundaries of a market. The term also refers to the percentage of a county or counties exposed to an outdoor advertising campaign..
CPM
Cost per thousand. The term refers to the cost of reaching one thousand advertising exposure opportunities in a market. Common to all media.
CPP
Cost per gross rating point. The term refers to the cost of advertising exposure opportunities that equal one gross rating point in a market or one percent of the population. Common to all media.
Cross Reader
An advertising display which is visible across traffic lanes on the opposite side of the roadway.
C-Store Displays
Point-of-purchase displays that are positioned at the entrance of convenience stores and have the same format as transit shelter posters measuring 68-1/2" x 47-1/2" in overall size with a bleed copy area of 67"x46".
Cut-Outs; Extensions; Embellishments
Add-ons to the structure (usually bulletins) that extend beyond the standard structure are to command greater attention to the message. Can include letters, packages, 3-D elements, fiber optics, etc.
"D"
DEC
Daily Effective Circulation. The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00AM to 6:00PM) or 18 hours (illuminated - 6:00AM to 12:00 midnight).
Demographic profiles
Audience breakdowns based on various characteristics such as age, sex, income and education.
Diorama
A backlit display located in airports, bus terminals, commuter rail stations, light rail stations and sports stadiums/arenas.
Directional
An out-of-home media display that directs viewers to the location of the product or service advertised.
Display Period
The interval of exposure when an outdoor advertising campaign is viewed.
Distribution
The strategic placement of outdoor units across a market.
DMA
Designated Market Area. A rigidly defined geographical area used by A. C. Nielsen (market research) to identify TV stations that best reach an are and attract the most viewers. A DMA consists of all ZIP codes whose largest viewing share is given to stations of that same market area. Non-overlapping DMA's cover all of the continental United States, Hawaii and parts of Alaska.
"E"
Efficiency
The degree of value delivered to an audience relative to its space cost. Usually expressed as either CPM (cost per thousand) or CPP (Cost per gross rating point).
Embellishment
Letters, figures, mechanical devices or lighting that is attached to the face of an outdoor unit to create special effects.
Emerging Media
Recently developed or introduced outdoor formats.
Exposure
Represents the reasonable opportunities for advertising to be seen and read. Common to all media.
Extension
The addition of copy outside the restraints of a bulletin or premiere panel face. Sometimes referred to as cut-outs.
"F"
Face
The surface area on an outdoor unit where advertising copy is displayed. A unit may have more than one face.
Facing
The cardinal direction that an outdoor unit faces. As an example, a north facing bulleting would be viewed by vehicles traveling south.
Field Inspection
A physical ride of advertising displays for pre-buy selection, to verify copy delivery, or for other contracted values.
Flagging
A tear that causes poster paper to hang loose from a bulletin or poster panel face.
Flexible Face
Single-sheet vinyl used in computer painting.
Flight
A period of time. The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Frequency
The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency (and reach) in outdoor advertising is typically measured over a four week period.
"G"
Geo-Demogrraphic Mapping
Method of providing audience specifics as they relate to outdoor locations, both geographically and demographically. Enables plant operators to specify those locations which most efficiently reach target audiences - by age, sex, income, brand preference and purchase behavior profiles.
GPS
Global Positioning System. Highly accurate location system which precisely pinpoints structure in terms of exact latitude and longtitude using hand-held instruments that communicate with orbiting satellites.
Gross Impressions
The sum of impressions registered against a target audience based on a GRP level of days or weeks in a schedule.
GRP
Gross Rating Point. Also called TRP (Total Rating Point). The term refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population. Formerly called showings.
"H"
Hand Paint
The rendering of copy onto an outdoor face using paints and brushes.
Head-On
An advertising structure built so that all traffic approaches are perpendicular to the face of the structure.
"I"
Illuminated
An outdoor unit equipped with lighting that provides night time illumination of an advertising message, usually from dusk until midnight.
Impression
Is a term used by all media to quantify the number of people who have an opportunity to see an ad in a given period of time.
Imprints
Name of the out-of-home company affixed to the bottom portion of the structure molding.
Imprints-Dealer
Strip imprinted with the name, address and/or phone number of the local dealer handling the product/service being advertised. Commonly placed across the bottom 20" of the poster panel.
Inflatables
Gas or air filled three-dimensional displays for use at point-of-purchase or special events; usually taking the shape of a product, trademarked character, etc. Can also be placed on bulletins.
Inside Panel
All panels erected in a group at one location that face the same direction, except for the one closest to the traffic.
"K"
King Size Bus Posters
Posters affixed to the sides of public buses with a copy area of 27" high x 141" wide.
"L"
Line
The side of a highway or street on which an outdoor unit is positioned.
Line of Sight
The simultaneous viewing of more than one outdoor unit.
Load factor
The average number of persons riding each vehicle. Determined through national research and syndicated and government research reports. The current load factor for adult 18+ vehicle occupancy is 1.38.
Location List
A listing of all locations included in a specific outdoor program.
Location Map
A map of the market with dots indicating the location of the displays for a specific GRP/Showing.
"M"
Mall Displays
Backlit advertising structure located at strategic points in shopping malls; usually two or three-side, includes directory format.
Market
The defined area where an out-of-home company operates; can also refer to coverage (percent of population potentially exposed to the advertising). Out-if-home media can also be sold in sub markets (portions of the larger metro areas).
Media Mix
The combination of media types used together to meet the objectives of a media plan. Outdoor advertising tends to enhance the overall effectiveness of various media mixes, particularly by cost-effectively increasing reach and frequency.
Mobile Billboard
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.
Molding
The frame of metal, plastic or wood which surrounds the face of an advertising structure.
Monopole-Unipole
Structure fabricated on a single steel pole or column.
MSA
Metropolitan Statistical Area. The U.S. government uses a three-tiered classification of metro markets. The purpose of this census system of market designation is to enable federal agencies to use consistent geographic definitions when collecting and disseminating metro area statistics. The basic unit - the MSA - is defined as a geographic area comprising a significant population nucleus together with adjacent communities having a high degree of economic and social integration with that nucleus.
"N"
Net Reach
Net reach refers to the total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage.
Number of Units
The total number of units in a contracted outdoor advertising program. Also reflected by the GRP or TRP level of a program.
"O"
OAAA
Outdoor Advertising Association of America. The term refers to a national trade association representing and supported by the member plant operators, suppliers, associates and international members. The mission of the OAAA is to promote, protect and improve the outdoor advertising medium by focusing on legislation, marketing, product improvement, new technologies and industry unity.
Official Counts
The traffic counts taken from official (governmental) sources such as city, state or county departments of transportation.
Off-Premise Sign
A sign that advertises products or services that are not sold, produced, manufactured or furnished on the property where the sign is located. An outdoor display is an off-premise sign.
On-Premise Sign
A sign that advertises products or services that are sold, produced, manufactured or furnished on the property where the sign is located.
One-Sheet Poster
A vertical poster panel used on subway and train platforms. They are also placed near the entrances of point-of-sale locales; convenience stores, grocery or liquor stores and other retail outlets.
Out-of-Home
All advertising that is specifically intended to reach consumers outside the home. Out of home includes, but is not limited to, outdoor media and radio.
Outdoor Advertising
The term refers to many forms of media that carry advertising messages to consumer audiences outside the home. Outdoor products are divided among three primary categories, billboards, street furniture and transit.
Outside Panel
Advertising panel located closest to the edge of the street, where two or more panels are positioned side-by-side.
Overlay
A paper strip or price designation, such as a dealer imprint for a promotion, which is pasted on the face of an existing advertising panel. Sometime referred to as a snipe.
Override
The continuation of an outdoor advertising program beyond a contracted period. An override, if offered by an outdoor company, is provided at no additional cost to an advertiser.
"P"
Permanent Bulletin
A bulletin that remains permanently located at a specified site throughout the term of the contract, usually for long periods. A permanent bulletin program can build strong brand recognition in specific market areas.
Phone Kiosks
Backlit displays affixed to street telephone facilities.
Photo Shoot
Detailed information provided by out-of-home companies on specific locations. The photo-sheets usually include a photo of the unit, location description, DEC, unit size and a brief explanation of the surrounding area.
Plant
All the Outdoor advertising units in a market that are operated by a single company. Sometimes the term refers to the outdoor company itself.
Poster Panels
An outdoor unit that can accommodate:
30-sheet - an advertising panel with copy area measuring 9'6" x 21'7" wide.
8-sheet - an advertising panel with copy area measuring 5' high x 11' wide.
Bleed - an advertising panel with no blanking paper used. Copy extends to the molding on each side, as well as, from top to bottom.
Posting Date
The date when a poster program is scheduled to commence. A five day leeway is customary.
Posting Instructions
Detailed marketing objectives provided to an outdoor company by an advertiser or agency. The information is used to chart a showing with the greatest efficiency in reaching a desired target audience.
Posting Leeway
The outdoor company is allowed a grace period of five working days before and after a scheduled posting date. This allows the company to complete posting a showing without penalty in the event of a delay caused by weather or unforeseen circumstances.
Post-Turn
An outdoor unit with a slatted face that allows three different copy messages to revolve at intermittent intervals. Sometimes referred to as a Trivision.
Premiere Panel
A standardized display format measuring 12'3" x 24'6" in overall size. Premiere panel units offer the impact of a bulletein by utilizing a single sheet vinyl face stretched over a standard 30-sheet poster panel.
Premiere Square
A standardized display format measuring 25'5" x 24'6" in overall size. The premiere square offers spectacular impact by utilizing a single-sheet vinyl face stretched over two stacked 30-sheet poster panels. In some markets, this same technique can be applied to stacked 8-sheet poster panels measuring 12'6" x 12'1" in overall size.
Pre-Ride
An in market field check of available panels to determine specific locations to be included in a specific GRP/showing.
Proof-of-Performance
Certification by an outdoor company that contracted advertising services have been rendered.
"Q"
Queen Size Bus Posters
Posters affixed to the sides of public buses with copy area of 27" x 85".
"R"
Rating Point
One rating point equals 1% of the market's population.
Reach
The approximate percentage of a target audience's population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four week periods. Common to all media
Rear Displays
Rear end bus posters - either top (upper portion) or bottom (below window).
Regular Panel
Term used to designate advertising structures which do not illumination. Preferred term is unilluminated.
Renewal Paper (Overage)
Extra poster sheets dent to out-of-home companies to replace those which may be damaged during display period. Quantity required ranges for 10-20% of the total order.
Reposting Charge
An additional charge incurred for posting a change of design before expiration of a display period.
Riding the Showing
The physical inspection of the units that comprise an outdoor program in a market - either pre-buy or post-buy.
Rotary Bulletin
A standardized 14' x 48' bulletin that is moved to different locations in a market at fixed intervals, usually every 60 or 90 days. A rotary bulletin program can provide balanced reach in a market.
"S"
Scrape
To remove old or expired poster designes from the panel face to insure a smooth posting surface.
Sections
Removable pieces of a bulletin, permitting rotation of the unit to another location. Can also refer to poster sheets.
Shipping Instructions
An itemized list of shipping information for use by printers to ship the production to the out-of-home companies.
Short Approach
Applies to an advertising panel which is fully visible for 40' to 75' to pedestrian traffic; 100' to 200' to vehicular traffic moving ffaster than 35 mph; 75' to 150' to traffic moving slower than 35 mph.
Showing
See GRP or TRP
Sign
Any structure used to display information regarding a product or service. An outdoor unit is a sign.
Single Facing
A panel classified as a ginle facing if it is 25' from another poster panel or 50' from another bulletin along the line of travel.
Snipe
An adhesive strip that is used to change a portion of copy displayed on an outdoor unit..
Spectacular
A bulletin that is usually larger than 14' x 48' and is positioned at prime locations in a market. A spectacular often utilizes special embellishments.
Spotted Map
A map indicating all locations included in a specific outdoor program. Also referred to as a location map.
Stacked Panels
Advertising panels with the facings built one above the other. Also called decked panels.
Standardized Unit
Outdoor units constructed in accordance with the specifications established by the OAAA.
Station Posters
Refers to poster panels located on train, subway or commuter rail platforms.
Street Furniture
Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic. Street furniture displays include, but are not limited to transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.
Surface Arterials
Major streets in towns or cities that carry a heavy flow of vehicular traffic.
Super King Bus Posters
Posters affixed to the sides of public buses with largest transit format of 30" high x 240" wide.
"T"
TAB
Traffic Audit Bureau. The official national authority for circulation authentication of outdoor advertising. It is a third-party, independent organization supported by advertisers, advertising agencies and media owners, and applies statistically reliable counting procedures.
Target Audience
The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. Common to all media.
Taxi Displays/Taxi Tops
Advertising structure on taxicabs, either on roof or at rear. Roof panels are called taxi tops and are generally backlit at night.
Three Sixty Viewing (360 Degrees)
A process where an advertising location is digitally photographed so it can be viewed from a computer monitor. The person viewing can look above, below and 360 degrees around the unit to view areas surrounding the location.
Traffic Audit
The third party verification of traffic circulation in a market. Traffic audit information is used to calculate outdoor advertising DEC figures.
Traffic Count
The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the potential exposure of outdoor advertising structures.
Traffic Origin
Research which provides advertisers with information about the audience passing outdoor advertising structures, not just those in immediate vicinity of the individual location. Collected license plate data are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to outdoor advertising.
Transit
Transit advertising are displays affixed to moving vehicles or in the common areas of transit terminals and stations. Transit displays include, but are not limited to, bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage (trucks).
Transit Poster (Bus)
Posters attached to the exterior of buses. Common displays are king panels measuring 30" x 144" in overall size with a bleed copy area of 29" x 144", queen panels measuring 30" x 88" in overall size with a bleed copy are of 29" x 88", and side-tail panels measuring 21" x 70" in overall size with the same bleed copy area.
Transit Poster (Commuter Rail)
Posters displayed in commuter rail stations and on trains.
Transit Shelter
A curbside structure located at regular stopping points along urban bus routes. Backlit posters are affixed to transit shelter structures using a standardized display format measuring 69" x 48" in overall size with a bleed copy area of 67" x 46".
Tri-Vision
An advertising display where, through the use of triangular louver design, copy for three different advertisers can be displayed in a predetermined sequence of the moving panels.
TRP
Total Rating Point. Also called GRP (Gross Rating Point). The term refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population. Formerly called showings.
Typical Poster Map
Pre-printed maps that show an example of the poster distribution available if a specific GRP/Showing is purchased. Maps are available for all showing sizes.
"U"
Unilluminated Unit
An outdoor unit that has not been equipped with lighting for nighttime illumination of an advertising message. The DEC for an unilluminated unit is calculated using a 12 hour viewing period. Sometimes referred to as a regular unit.
Unit
Any outdoor advertising display.
"V"
Video Drive By
Technology enabling buyers to view out-of-home companies' inventory of locations via video recording. Can be used with other computer databases to make buying out-of-home media easier and more efficient, potentially eliminating or minimizing need for personal market visits.
Vinyl
A single-sheet substrate on which an advertising message is rendered by either computer production or hand painting. Vinyl is primarily used on the face of bulletins and Premiere products
"W"
Wallscape
Murals painted or attached directly onto the exterior surface of a building
Wrapped Vehicle
Computer printed vinyl panels attached to the exterior of vehicles, to carry advertising messages. Special Translucent material is used over windows to allow the image to fully cover the vehicle.
