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Allotment
The number of units required to achieve a desired GRP
level in a market. |
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Approach
The distance measured along a line of travel from the
point where an advertising unit first becomes fully visible
to the point where the copy is no longer readable. |
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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). |
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| 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. |
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Bleed
Poster copy that extends to the edge of a poster panel
on all sides. |
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Bulletin
A standardized outdoor format commonly measuring 14’
x 48’ 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. |
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Cancellation
Period
The time stipulated by plant contract agreement affecting
contract termination. |
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Circulation
Traffic volume in a market |
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Continuity
Discount
Reduction in space rates through the continuation of contract
duration. |
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Copy
Artwork displayed on an outdoor unit. |
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| Coverage
Number of vehicles in a target market area (DMA or MSA)
and the time they are on the road. |
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CPM
Cost Per Thousand. The cost of reaching one thousand advertising
exposure opportunities in a market. |
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Daily
Impressions
See DEC (Daily Effective Circulation) |
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DEC
Daily Effective Circulation. The average number of potential
viewer impressions generated by vehicles during each campaign
day of 9 - 10 hours drive time. |
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Demographic
Profiles
Audience breakdowns based on various characteristics such
as as age, sex, income and education. |
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Display
Period
The interval of exposure when an outdoor advertising campaign
is viewed. |
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DMA
Designated Market Area. A clearly defined geographic area
used to establish a standard measure for population statistics
and analysis. Non overlapping DMA's cover the entire country.
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DOT
Department of Transportation. Official agency
of the federal, state or city governments which regulates
and studies traffic flow, and issues statistics on the
same. DOT studies are the basis of most DEC's audited
by the Traffic Audit Bureau. |
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| Exposure
Represents the reasonable opportunities for
advertising to be seen and read. |
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Extension
The addition of copy outside the restraints of
a bulletin or premiere panel face. Sometimes referred
to as cut-outs. |
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Flex
Face Vinyl
Also known as non-adhesive vinyl. Vinyl substrate that
is applied to the truck by use of a four-sided framing
system. |
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Frequency
The average number of times that an individual is exposed
to an outdoor advertising message during each campaign
month. |
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Gross
Impressions
The sum of impressions registered against a target
audience based on a GRP level of days or weeks in a schedule.
|
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GRP
Gross Rating Point. Represents the percentage
of the population that will see your ad per day in a specific
city. Also known as a showing. |
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Illuminated
An outdoor unit equipped with lighting that provides night
time illumination of an advertising message, usually from
dusk until midnight. |
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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
time. |
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Live
Area
Marking area of the vinyl substrate used in outdoor
advertising. |
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Location
List
A listing of all locations included in a specific outdoor
program. |
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MSA
Metropolitan Statistical Area. A clearly defined
geographic area used to establish a standard measure for
population statistics and analysis. Defined by the US
Government and represents the commercial core of an economic
region. |
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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. |
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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.
|
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PDAA
Professional Decal Applicator's Association |
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Pressure
Sensitive Vinyl
Also known as non-adhesive vinyl. Vinyl substrate
backed with adhesive glue that is applied to the truck
with heat by PDAA installers. |
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Proof
of Performance
Certification by an Out of Home company that
contracted advertising services have been rendered. |
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Reach
The percent of a target audience 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. See Example Showing See: Gross Rating
Point (GRP) |
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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. |
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Target
Audience
The profile of most desired consumer prospects
for a product or a service, listed by characteristics
such as demography, lifestyle, brand, or media consumption,
purchase behavior, etc. |
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Transit
Transit advertising displays are 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). |
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Trivision
An outdoor unit with a slatted face that allows three
different copy messages to revolve at intermittent intervals. |
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TRP
Total Rating Point. Also called GRP. The term
refers to the total number of impressions delivered by
a media schedule expressed as a percentage of a market
population. Also known as showings. |
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