Allotments- The number of units required to achieve a desired GRP level
in a particular market.
Animation- Technique used to gain added attention to a billboard. Uses
moving components, flashing lights, or other special treatment
Approach- The total distance measurement that copy on a structure is
readable. Usually 1500, 1000, and 500 feet.
Arteries or Arterials- The major secondary streets of a city (not
freeways) where speeds are usually lower.
Artwork- The visual image of an ad, to scale, that will eventually be
posted on a billboard or other advertising structure.
Audited or Authenticated Circulation- The "Traffic Audit Bureau" is
an independent organization made up of ad executives and advertisers.
They audit outdoor plants around the country using
standard measuring procedures for traffic counts. These numbers are
eventually converted into DEC's (daily effective circulation).
Availability or Avails- Space available for sale at a given time.
Backlit- Advertising structures that have illumination which sends light
through the advertisement for higher visibility. Ads must be printed on
special translucent surfaces.
Blanking- A white paper border surrounding the poster copy area.
Blanking Out- A white paper used to cover all or a portion of a poster
design. Typically used to cover an ad that has expired until a new
advertiser can be posted.
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 kind of paper used, a chemical reaction of certain
pigments, or because of excessive wetting from heavy rain. SEE COAT
Blister- Air pockets on a board resulting from the separation of the
paint or paper from the board.
Boards- Common name for Poster panels or Billboard bulletins.
Bulletins- Common name for traditional billboards which measure 14 x 48
feet. Copy is produced primarily by two methods: painting directly on
the surface or posting vinyl with the advertising message pre-printed
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Car Cards- Advertising displays of various sizes posted in buses,
subways, and commuter trains.
Cancellation Period- A specified period of time when a contract can be
terminated. Most outdoor contracts are non-cancelable.
Charting the Showing- The process of selecting individual unit
locations to maximize out-of- home advertising objectives.
Circulation- Traffic volume in a market.
Coat Out- Covering an advertising message with white or grey paint
before a new copy is painted to insure that none of the old copy shows
Color Chart- A chart containing samples of standard colors available
from paint manufacturers for use as a guide in designing artwork.
Computerized displays- The use of LED displays for Out-of-Home
advertising structures. This innovation allows the advertising message
electronically on a continual basis.
Computer/digital Printing/Painting- Method that uses computers to apply
artwork and design to a vinyl. Computer printing allows for four color
process artwork and insures accurate reproduction without a loss of
quality from copy to copy.
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 various entities such
as a manufacturer, distributor, dealer, vendor or supplier.
Copy- Artwork displayed on billboard or other out-of-home structure.
Cost per Thousand- Cost of reaching one thousand potential viewers.
Cost per Point- Cost of exposure opportunities that equal one gross
rating point in a market or one percent of the population.
Coverage- The boundaries of a market; or, the percentage of a county or
counties exposed to out-of-home advertising.
Cross Read (lefthand read)- A Poster or bulletin which is visible from
the opposite side of the road that the cars viewing the board are
Customized Rotation- Moving a painted billboard periodically during the
contract period to different locations throughout the market.
Cut-Outs/Embellishments- Any lettering, image, or mechanical device
that extends beyond the standard face of a billboard to attract more
attention. This is only allowed in certain areas.
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Daily Effective Circulation (DEC)- Audience of potential viewers who
have the opportunity to see an out-of-home message during a 24-hour
period. DEC's are typically measured and adjusted for an 18 hour day
and for 18+ buying population.
Demographic Profiles- Audience breakdowns based on various
characteristics such as age, sex, income, education, etc.
Design- The artwork and text which comprise the poster or painted
Diorama- A backlit display located in airports, malls, bus terminals,
and sports arenas.
Display Period- The exposure time during which the individual
advertising message is an out-of-home structure such as a billboard.
Bulletins display period varies depending on individual contracts.
Efficiency- The degree of value delivered by an audience relative to
the cost of the advertising space. Usually expressed in
Eight-Sheet (Poster Panel)- A 5' x 11' poster panel generally placed
for exposure to pedestrian as well as vehicular traffic. Frequently
used in densely populated urban areas as well as suburban shopping areas
and point-of-purchase locales.
Exposure- A potential seeing of an advertising message.
Expressway- Limited access roadways, usually with speed limit of
Extension- The area of design made as a cut-out that extends beyond the
basic rectangular space of an advertising structure. Added costs are
normal practice for the use of extensions but are typically worth the
added expense as they make your ad stand out.
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Face- The surface area on an out-of-home unit where advertising copy is
displayed. A unit may have more than one face as most billboards have
two faces, one in each direction of the highway.
Facing- The direction that a billboard faces. South-facing billboards
are seen by drivers travelling northbound.
Faded- Loss of color brilliance due to length of exposure, weather
conditions, or technical problem with production.
Flagging- A tear in paper used on the advertising structure, causing
the paper to hang loose and "flag".
Flex face Vinyl- One piece vinyl used on billboards, can be computer or
Frequency- The number of times an average individual has the
opportunity to be exposed to an advertising message during a defined
period of time. Frequency in outdoor usually refers to the calendar
month since this time period coincides with the standard contract
practices. Fully Wrapped Bus- Bus advertising display in which the
entire bus vehicle is covered with the advertising design, including
windows, through which passengers still have visibility due to special
Gross Rating Points (GRP)- Total number of impressions delivered by a
media schedule expressed as a percentage of a market population.
Sometimes referred to as a showing.
Gross Impressions- Total number of impression opportunities an
out-of-home structure or advertising space can produce measured against
a target audience in a market. Cumulative impressions can be combined
to reflect an entire out-of-home campaign.
Hand Paint- The placement of copy onto an out-of-home structure or
piece of vinyl using an artist who actually paints the artwork onto the
vinyl by hand.
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Illuminated- Outdoor advertising structures with electrical equipment
installed so that the advertisements are lit and visible for certain
hours of the night.
Impact- Effectiveness of advertising generated by an Outdoor campaign
Initial Painting- This is the first copy produced and placed on an
advertising structure such as a billboard.
Inflatables- Gas-filled, three dimensional displays for use at
point-of-sale or special events; usually taking the shape of a product,
trademarked character, etc.
Line of Sight- The simultaneous viewing of more than one out-of-home
unit. Standing at one billboard, all other billboards that can be seen
from there are in the line of sight of that board.
Live Copy Area- All print should remain within this dimension. The
purpose of this dimension is to enhance readability by keeping the copy
from coming too close to touching the frame.
Load Factor- The average number of persons riding in each vehicle.
Determined by gov't research and reports for highway capitalization.
Location Codes- Letters used to identify the location of an advertising
structure. Several abbreviations are typical: E/S- East Side; W/O-
west of; C/L- city limits, N/L- northline etc.
Location List- A listing of all locations included in a specific
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Mall Displays- Backlit advertisement structure located at strategic
points in shopping malls; usually two or three-sided.
Mandatory Copy- Copy required by law to appear on the advertising of
certain products, such as liquor and attorney ads.
Market- A designated political, geographical, economic, or statistical
Mass Transit- Public conveyances such as buses, trains, subways, and
other rapid transit commuter systems.
Mechanicals- Information given to the creative person so he/she can
create and scale the artwork according to the particular of a given ad
Minimum Showing- The smallest sized showing an advertiser can purchase
without per ad pricing which is typically more expensive.
Mobile Billboard- A truck that is equipped with one or more poster
panel units. The truck can either be parked at specified venues or
driven around designated localities.
Multiple Facing- An outdoor advertising location where there are two or
more displays facing the same direction within 25 feet of each other.
One-Sheet Poster (Transit)- Poster used on subway and train platforms.
One-Sheet Poster (Non-Transit)- Poster panel placed near the entrances
of point-of-sale locations.
Outdoor Advertising Association of America (OAAA)- An association of
billboard and other out-of- home companies which set industry standards.
Override- The free continuation of an advertising run past the time
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Painted Bulletin- The artwork is painted onto the a peice of vinyl or
the structure itself.
Painted Wall- Advertising message painted on the side of a building.
Permanent Bulletin- A display which remains in one place for the entire
term of an advertiser's contract.
Phone Kiosks- Displays affixed to pay phones.
Plant- Refers to an Out-of-Home advertising company.
Plant Capacity- Total supply of advertising structures or faces
available through that out-of-home company.
Plant Operator- A company or individual who owns and operates
Poster- Term used for advertising messages that are posted on
Poster-30-Sheet- An advertisement with copy area measuring 9' 7" high
by 21' 7" wide, about half the size of a traditional permanent billboard
Poster Panel- An outdoor unit that can accommodate 30-sheet and 8-sheet
Posting Date- Date when a program is scheduled to begin.
Posting Instructions- Strategic information that an advertiser provides
to the outdoor company for them to use in selecting locations.
Posting Period- The display period that a 30 sheet or other poster
panel is displayed. Typically 30 days.
Post-Ride- A market check of billboard locations with advertising copy
Pre-Ride- Advertiser or agency drives around a market looking at all the
possible locations for advertising and to select specific locations
Queen Size Bus Poster- Posters affixed to the sides of buses. Copy
area on queen size buses is often approximately 27" x 85" depending on
Quintile Analysis- This is a statistical analysis of a market to
determine where the heaviest concentration of a particular demographic
are located. Areas are ranked and divided into five areas so that
advertisers know the five most concentrated areas of their demographic.
Reach- The number of people potentially exposed to an ad expressed as
a percentage of population.
Regular- Unilluminated billboard or other structure.
Renewal Paper- Replacement posters used if original posters are damaged
during display or are used if the ad continues beyond the initial term.
Advertisers typically produce 15% more paper than they need for
Repaint- A second set of artwork to replace the first set sometime during
the display period.
Repetition- The average number of times each person is exposed to an
advertisment. Also known as "frequency."
Reposting Charge- An additional fee for changing artwork during a given
Riding the Showing- A physical inspection a market to see the
billboards and evaluate them after they have been posted.
Rotating Bulletin- A type of campaign where the billboard moves from
location to location at set intervals. This increases the reach of a
campaign, covering more of the market for the same dollars as one
permanent location billboard.
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Setback- This is the distance that a structure is from the area where
traffic flows. The more setback, the farther from the road the billboard
Showing- Total number of panels in a buy.
Snipe- This word has many meanings but commonly is referred to as a small
piece of vinyl used to go over a part of your intial copy to change
pricing or products advertised.
Spectacular- Outdoor display which is larger than normal or located in a
specific area whereby it is unusually and "spectacular" to the viewer.
Typically long term contracts only.
Spotted Map- A market map with dots or arrows to show the avaialble
locations for a buy.
Stacked Panels- Advertising structures built with each face set on top
of the other
Super-King Bus Posters- Posters affixed to the sides of buses.
Typically Super-King posters have the most copy area with dimensions 30"
Surface Arteries- Major streets of city or town that are easily
Target Audience- A consumer group selected to be reached by an
Taxi Display/Taxi Tops- Advertising structures that are part of
taxicabs, on the roof, rear or window.
Thirty(30)-Sheet Poster- The largest poster size which is about half the size
of a traditional billboard measuring 12' 3" by 24' 6" in overall size.
Traffic Audit Bureau (TAB)- Independant organization made up of ad
executives and advertisers. They audit outdoor plants around the country
using standard measuring procedures for traffic counts. These numbers
are eventually converted into DEC's (daily effective circulation).
Traffic Count- The number of vehicles that pass an out-of-home unit
each day. Used to calculate DEC.
Transit Advertising- Out-of-home media typically found on the outside
or inside of public transportation vehicles or stations such as buses,
subways, and trains.
Transit Shelter- Structures for people to wait for public trnasportation
at. Out-of-home companies often create advertising space on them for
traffic and pedestrians.
Tri-Vision- Advertising display usually the size of a tradional
billboard that uses moving panels to rotate its surface. This shows
three different ad messages in predetermined order and for set amounts
of time each, usually 6 or 7 seconds.
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Unilluminated Unit- Billboard not equipped with lighting for nighttime
Unit- A poster panel or painted bulletin.
Viewing Area- This is the entire area of the poster which can be viewed
after poster has been installed.
Vinyl- A sheet of material on which an advertising message is either
painted or printed onto for the purpose of outdoor display.
Waiting List- A list where an advertiser can place themselves next in
line for a billboard or other display that is currently unavailable.
Wallscape- Murals painted or attached directly onto the exterior
surface of a building.
Wave Posting- Concentration of poster showings in a succession of areas
within the market. Usually coincides with special promotions in each of
these areas by the advertiser.
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