Outdoor Dictionary

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Agency Commission
Commission paid to an advertising agency, by a media company, for placing business

Approach
Distance measured along the line of travel from the point where the billboard first becomes visible to the point where copy can no longer be read.

Arteries
The major streets of a city or town.

Availability or Avails
Billboard space available for sale at a given time.

Average Date of Completion
Method of averaging the completion of several bulletins in a contract, reflecting the fact that some bulletins are complete and exposed to traffic earlier or later than others.

Bulletin
The largest of the standardized outdoor advertising structures located primarily on major highways, expressways or principal arteries. Bulletins rapidly achieve high levels of exposure. Bulletins can be customized with extensions and other creative embellishments.

Circulation
Circulation data for outdoor media that has been independently verified according to nationally established standards.

Color Proof
A full color output of the final artwork, used for final approval before printing.

Completion Report
A document provided by the billboard company to verify installation of a campaign in accordance with posting instructions.

Copy Area
The complete advertising message, including all text and graphics.

Cost Per Thousand (CPM)
The cost of reaching one thousand potential viewers of an advertisement.

Cross Read
A billboard display on the opposite side of the road, visible across oncoming traffic.

Daily Effective Circulation (DEC)
The opportunity exposure of a billboard. DEC represents the average number of potential viewers over a 12 hour period for non-illuminated. 18 hour period for structures illuminated until midnight, or 24 hour period for dusk to dawn illuminated structures.

Daily Impressions
The estimated number of persons passing an outdoor location on an average day.

Demographic Profiles
Audience breakdowns based on various characteristics such as age, sex, income and education.

Digital Printing
High resolution, computer controlled ink jet printing that produces high quality images.

Extensions
Add-ons to the billboard extending beyond the standard display area.

Face
The surface of a billboard that displays the advertising message. A billboard may have more than one face.

Facing (Direction)
The direction a billboard faces. A West billboard facing is exposed to Eastbound traffic.

Flex
Heavy duty vinyl material used for digitally printed billboards. Flex material provides greater durability and continuity.

Frequency
The average number of times an individual has the opportunity to be exposed to an advertising message during a period of time.

GRP
Gross Rating Point. Circulation expressed as a percentage of the market population. Formula: GRP = Total Circulation / Population

Head On
A billboard structure built perpendicular to oncoming traffic.

Illuminated
An outdoor unit equipped with lighting that provides night time illumination of an advertising message.

Line of Sight
Direction from which billboard can be viewed. A given structure may have more than one line-of-sight.

Lithography
Popular printing method for producing large quantities of poster paper in full color.

Load Factor
A numerical factor reflecting average number of passengers in a car which is applied to vehicle counts at advertising structure locations, that translates vehicle counts into potential audience counts. Load factors vary by market.

Location List
A list describing the location of all billboards proposed or sold.

Media Mix
The combination of media types used together to meet the objectives of a media plan. Out-of-home media tends to enhance the overall effectiveness of various media mixes, particularly by cost effectively increasing reach frequency.

On-Premise Sign
A sign advertising goods or services sold where the sign is located. The McDonald's golden arches would be an example of an on-premise sign.

Out of Home
All outdoor media that are specifically intended to reach consumers outside the home.

Permanent Bulletin
A bulletin that remains permanently located at a specified site throughout the term of a contract, usually for long periods. A permanent bulletin program can build strong brand recognition in specific market areas.

Plant
The term "plant" refers to a billboard company as a whole, including all of its structures and the markets in which they operate.

Posting Date
The date when a poster program is scheduled to commence. A five-day leeway is customary to allow for completed posting of a showing for an advertiser.

Posting Instructions
Detailed information sent to the billboard company by an advertiser or agency, regarding the proper installation of the ad copy.

Reach
The approximate percentage of the population exposed to the advertising message during the contracted period of time.

Riding
Viewing the billboards from your car as a potential consumer may do on their day to day travels.

Right Hand Read
A billboard that is located on the same side of the artery in the viewer is traveling.

Showing
Commonly referred to as a GRP Showing, it is the number of exposures calculated as a percentage of the population exposed to the advertising message on a daily basis.

Side
The side of an expressway or artery on which a billboard is placed.

Snipe
Refers to a small added strip along a poster design to announce special or revised messages.

Spectacular
An out-of-home structure built to specifications of one advertiser for use over a long term. The copy is presented in a spectacular or out-sized fashion through a variety of devices: embellishments, special light effects, 3D features, etc.

Spotted Map
Map of a market showing the placement of the billboard(s).

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.

Traffic Audit Bureau (TAB) for Media Measurement
A nonprofit organization that audits billboard companies for circulation data. TAB is made up of billboard companies, advertising agencies, and advertisers alike.

Tri-Vision
An outdoor media structure where, through the use of rotating triangular louvers. Copy for three different advertisers can be displayed in sequence. Depending on availability, one, two, or three faces may be used by an advertiser.