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Glossary of Terms
The world of outdoor advertising has an extensive and unique language. Below is a collection of defined terms to keep you on top of your game. If we’re missing any, give us a shout.
8-Sheet Poster
A standard billboard size, usually 6‘x12’. This format is frequently used for billboards and other large-scale ad displays. Originally named for the number of printed sheets required for traditional applications. (See Junior Poster)
30-Sheet Poster
A standard billboard size, usually 10’6” x 22’8”. This format is frequently used for billboards and other large-scale ad displays. Originally named for the number of printed sheets required for traditional applications. (See Poster)
A
Advertising Agency
A firm that focuses on designing, planning, and overseeing advertising campaigns for clients. It offers services like market research, creative design, media strategy, and consulting to assist businesses in effectively promoting their products or services.
Approach
The distance along the travel path from where an advertising unit first becomes fully visible to where the content is no longer readable.
Awareness
The remembered recognition of an OOH advertisement by an individual or audience.
B
Backlit (or Illuminated) Shelter
Bus stop shelters that illuminate advertisements from the inside of the structure, sending light through the advertisements. Ads must be printed on special translucent materials. Shelters
Bench Advertising
Advertisements displayed on public benches placed at a bus stop, providing a place for people to wait for their bus. Bench Advertising
Bench Extension
The area of an upgraded bus stop bench advertisement that extends beyond the standard 24”x72” dimensions. (See Enhanced Bench) Bench Advertising
Billboard
Large-format outdoor advertising structure located in prominent locations, intended to display ads or messages to a broad audience. Billboard formats include digital, bulletins, junior posters, posters, spectaculars, etc. Billboards
Billboard Spectacular
An oversized and highly visible billboard, typically larger than 14’x48’ and designed to capture attention with its grand scale, striking visuals, and/or advanced digital features. Billboards
Billing Period
The set time span during which costs for ads are tracked and invoiced. Street Media Group operates in billing periods of four weeks.
Bleed
Printing that goes beyond the edge of where the sheet will be trimmed.
Built to Spec
A design or product created to exact specification requirements, aligning with all required criteria and standards such as size and resolution. (see Camera Ready)
Bulletin
The largest standardized out-of-home (OOH) format or advertising faces, typically sized at 14’ x 48’ overall. Usually located in busy areas, it aims to ensure maximum visibility. Bulletins
Bus Shelter
A covered structure at a bus stop along urban bus routes, providing protection from the elements for passengers waiting for the bus. Bus shelter structures often include framework for displaying advertisements. Bus Stop Advertising
Bus Shelter Spectacular
A highly impressive and attention-grabbing advertising setup at a bus shelter. It usually includes transforming an entire bus shelter into a curbside super ad; allows advertisers to customize the color of the shelter structure, add three-dimensional elements, and even include graphics on the ground. Full Houses and Spectaculars
Bus Stop Advertising
Involves placing promotional content at or near bus stops, such as shelters or benches, featuring advertising materials aimed at capturing the attention of commuters and passersby. (See Bus Shelter) Bus Stop Advertising
Buying Agency
A firm that focuses on acquiring advertising space and time for clients. They manage negotiations, plan media placements, and handle the logistics of ad purchases to maximize visibility and cost-effectiveness.
C
Camera Ready
A design created to exact specification requirements, aligning with all required criteria and standards such as size and resolution. (see Built to Spec)
Campaign
A specific advertising promotion or period of time that an OOH advertising display is active.
Cancellation Period
A designated time frame within which the advertiser can cancel their agreement without facing penalties or extra charges. It provides an opportunity to withdraw or modify your commitment before it is finalized.
Content Loop
A repeating cycle of digital ads or media displayed continuously on digital screens. This setup keeps the content consistently visible to viewers, commonly used for digital billboards. Street Media Group’s content loops typically consist of eight repeating advertising slots.
Co-op
Cooperative advertising is a collaborative marketing effort where businesses combine their resources to share the expenses of an advertisement.
Copy
The collection of text, images, and other design elements that are included in an advertising layout to promote specific messages.
Coverage
The geographic zone or region where an advertising campaign is accessible or targets its audience.
CPM
Cost Per Mille (Cost Per Thousand) is a metric that calculates the cost of showing an advertisement 1,000 times. It helps advertisers evaluate the efficiency of their ad spend by determining the price paid for every thousand impressions of the ad.
Creative
The inventive original components of an ad campaign, such as the design, imagery, text, and overall concept to make an advertisement compelling and impactful. (See Copy) Creative OOH Examples
Cross-Read
An advertising display that is located on the left side of the road and is visible across traffic lanes.
Curbside Billboard
Also known as Bus Stop Ad, Bus Shelter Ad, Shelter Poster. An outdoor advertising display on a bus stop shelter, placed along the roadside or curb, aimed at attracting the attention of people driving or walking by. (see Shelter Poster) Bus Stop Ads
Curbside Castle
The combination of a bus shelter’s posters and back wall to create a dynamic, cohesive advertising space. (See Full House) Curbside Castle Examples
D
Demographic Audience
A group of people defined by common factors like age, gender, income, education, or occupation. Advertisers and marketers focus on this segment to customize their messages and campaigns to better meet their needs and interests.
Design Agency
A company that focuses on developing visual and graphic elements for branding and marketing. Their services include designing logos, websites, advertising campaigns, and materials to create a cohesive visual identity that strengthens and promotes a client’s brand.
Digital Billboard
A prominent outdoor advertising screen that uses digital or LED technology to display vivid, changing ads. It offers the ability to update content in real-time and change messages without costly production fees. Depending on local laws, digital billboards can display motion animation and include interactive elements for a more engaging advertising experience.
Digital Kiosks
An electronic terminal commonly found in public areas like shopping centers, airports, or transit hubs that displays advertisements, wayfinding tools, menus, etc. Digital kiosks can also include interactive elements for users. Digital Kiosks
Digital Out-of-Home (DOOH)
Advertising that involves the use of digital screens placed in public areas, such as billboards, transit displays, or digital kiosks to showcase ads. It can feature dynamic and interactive content designed to capture the attention of people in various outdoor settings.
Display Period
The designated time frame during which an advertisement is actively shown to viewers. It defines how long the content remains visible and accessible.
Distribution
The strategic the method of positioning outdoor units throughout a market. The distribution of these units will affect the campaign’s reach and the demographic profile of the target audience. It involves the strategies and processes used to ensure that advertisements effectively reach their target viewers or customers.
Designated Market Area (DMA)
A specific geographic region where media outlets attract most of their audience. It defines the area where a substantial portion of the population engages with particular media channels or content. DMAs are distinct and cover the entire United States without overlap.
Dwell Time
The amount of time an advertisement is displayed on a digital face before the next advertisement appears.
E
Enhanced Bench
An upgraded bus stop bench advertisement that allows design elements to extend beyond the standard 24”x72” dimensions. (See Bench Extension) Bench Advertising
Enhanced King
An upgraded King bus advertisement that allows design elements to extend beyond the standard 30”x144” or 30”x188” dimensions. Kings
Exposure
The amount sufficient opportunities for an advertisement to be viewed and read.
Extension
A graphic element that protrudes outside the standard area of an advertisement. Extensions in OOH are most common on billboards and benches. Billboards. Benches.
Accordion Title
F
Face
The surface space on an OOH unit where advertising copy is presented. A structure may feature multiple faces for display.
Facing
The directional orientation of an OOH display. For instance, a north-facing bulletin is seen by vehicles traveling southward.
Filler Rate
The discounted price of non-guaranteed advertising space that is offered on condition of availability.
Flighting
The duration of an advertising campaign, occasionally divided into separate segments spanning weeks, covering a period from launch to its conclusion.
Frequency
The amount times an advertisement reaches its target audience over a set period. Frequency indicates how often audiences consume the ad, which is essential for reinforcing the message and enhancing recall.
Full House
The combination of a bus shelter’s posters and back wall to create a dynamic, cohesive advertising space. (See Curbside Castle) Full House
Full Slot
Digital advertising space that occupies 100% of an allotted slot in a content loop. An advertiser with a full slot will appear once every cycle through the content loop.
An advertisement that covers all the available exterior space of a bus. Full wraps are intended for maximum visual impact on consumers and commuters along bus routes. G
Geopath
An independent, third-party, impartial authority on Out-of-Home (OOH) audience measurement.
Geopath OOH Ratings
Performance metrics determined by Geopath that evaluate the impact and reach of Out-of-Home (OOH) advertising. These ratings gauge how effectively OOH ads, including billboards and transit ads, reach and engage audiences. Ratings are ultimately determined based on factors like location, traffic flow, and demographic information.
Gratis
Goods or services offered at no cost or payment. In the OOH environment, it signifies advertising space that is offered for free.
GRP
Gross Rating Point. A standard measurement in advertising that measures advertising impact.
Guaranteed Movable
An agreement that allows advertisements to be relocated or repositioned throughout the campaign, with a guarantee that the ads will not be removed. This ensures flexibility in the location of the ads to enhance impact and effectiveness.
H
Half Slot
Digital advertising space that occupies 50% of an allotted slot in a content loop. An advertiser with a half slot will appear in every other cycle through the content loop.
I
Illuminated Unit
An advertising display featuring built-in lighting to improve visibility and appeal, particularly in dim or nighttime conditions. This can encompass lighted billboards, signs, or other outdoor ad structures that use various lighting methods to highlight the advertisement.
Impressions
The number of times an OOH advertisement is shown to viewers. This metric tracks the total exposure of an ad, irrespective of whether the audience interacts with it.
Interior Cards
Advertisements positioned within a bus, usually on overhead panels. These ads aim to reach passengers while they are on the bus, offering an opportunity to engage a captive audience.
J
Junior Poster
A compact version of an outdoor advertising billboard poster, usually measuring 6’ x 12’. Formally referred to as an 8-Sheet Poster.
Junior Digital
A compact version of digital billboard poster, usually measuring 6’ x 12’.
K
A standard-sized exterior bus advertisement measuring 30” x 144”. King panels fit neatly on either the street side or curb side of buses. L
Larger Than Life
A highly customizable exterior bus advertisement placed on either the street side or curb side of a bus. This product allows advertisers the ability to use as much or as little area as preferred, with custom pricing based on the design. Larger Than Life
M
Mac Daddy
Refers to Street Media Group’s digital billboard, UN-1000A. According to Geopath’s impression rankings, UN-1000A has been the #1 digital billboard in the Denver DMA since its construction. UN-1000A
Market
A geographically defined region utilized for media buying and selling.
Market Ride
The physical examination of the units that make up an out-of-home program in a market – either conducted before or after the purchase.
Media Mix
The blend of various media channels and platforms employed in a marketing strategy to target a specific audience. It includes different types of advertising, like TV, radio, digital media, print, and outdoor ads, chosen to enhance the overall impact and reach of the campaign.
Message Duration
The period of time that a digital OOH advertising message is seen.
Module
A square or rectangular component that makes up a digital billboard face. It houses LED lamps, wiring, and electronics in a metal enclosure.
Moveable
The classification of an OOH ad that allows it to change locations during the campaign. This adaptability enhances the ad’s potential for visibility and effectiveness.
Muddle
Spontaneous and impromptu marketing meeting at SMG headquarters. Also known as “Interruption”.
N
Net Rate
The base cost for buying ad space or time, without including extra fees, commissions, or markups.
Non-Illuminated Face
An advertising sign or display that lacks any lighting features. It depends on natural or surrounding light for visibility and does not have built-in lights to make it visible in low-light conditions or at night.
O
OAAA
Out of Home Advertising Association of America. A professional organization that represents the out-of-home advertising sector. It offers resources, advocates for industry interests, and establishes standards to promote the growth and impact of outdoor advertising, such as billboards and transit ads.
OBIE Award
A prestigious recognition presented by the Out of Home Advertising Association of America (OAAA) to celebrate exceptional achievements in out-of-home advertising. It acknowledges outstanding creativity, innovation, and effectiveness in outdoor advertising campaigns.
OOH
Out of Home media, also known as Outdoor Advertising, encompasses advertising formats designed to engage consumers when they are away from their homes. This includes billboards, bus shelters, transit advertisements, digital displays in public areas, and posters in places like shopping centers and airports.
Out of Home (OOH)
Also known as Outdoor Advertising, encompasses advertising formats designed to engage consumers when they are away from their homes. This includes billboards, bus shelters, transit advertisements, digital displays in public areas, and posters in places like shopping centers and airports.
Outdoor Advertising
Also known as Out of Home media, encompasses advertising formats designed to engage consumers when they are away from their homes. This includes billboards, bus shelters, transit advertisements, digital displays in public areas, and posters in places like shopping centers and airports.
Override
Extending an OOH advertising campaign past the original contract period at no extra charge.
P
Peak and Tweak
Adjusting the brightness of the modules on a digital billboard at dusk or dawn.
Perm
Short for Permanent Advertisement, refers to an ad that stays in the same location for a specified amount of time. It represents a long-term advertising commitment aimed at ensuring consistent and ongoing visibility.
Poster
- A standard outdoor advertising billboard, usually measuring 10’6” x 22’8”, that displays printed or digital ads. Positioned in busy areas, it aims to attract the attention of both motorists and pedestrians. Formally referred to as a 30-Sheet Poster. Billboards
- A standard-sized OOH advertisement placed in or around a bus shelter structure, typically measuring 68”x47”. Bus Stop Ads
Posting Date
The exact date when an advertisement is published or made.
Posting Instructions
Specific guidelines or directions for properly placing, setting up, or displaying advertisements or content. They detail the steps and requirements needed to ensure that materials are effectively posted or published in the right locations and on the right platforms.
Pre-emptible
Discounted ad space that is subject to change if other, higher-priced advertisers pay for the same ad space.
Programmatic
The automated method of purchasing and selling digital advertising space using technology.
Proof-of-Performance (POP)
Evidence or documentation showing that an advertising campaign was carried out as intended. It often includes reports, photos, or data that confirm the ads were displayed or the services were provided according to the contract.
Q
Queen
A standard-sized exterior bus advertisement measuring 30” x 88”. Queen panels typically fit neatly on the curb side of the bus. Kings and Queens
R
Rate
Reach
The measurement of people or households who see a specific advertisement or campaign over a given time frame. It gauges the scope of the audience exposed to the ad, reflecting its potential effectiveness.
ROI
Return on Investment, is a key financial metric that assesses the profitability of an investment. It calculates the profit or loss relative to the investment amount, usually expressed as a percentage.
Rotary
A type of OOH plan that rotates an advertising campaign through various locations, allowing the campaign to capture different markets and demographics.
RISP
An internal acronym used by Street Media Group that stands for Ready in SharePoint.
Raster File
A two-dimensional image made up of a matrix of pixels (or dots). Photographs are typically raster images. The amount of pixels making up an image determines its resolution (DPI or Dots Per Inch). Raster images have a limited scalability, as the individual pixels are forced to stretch as the image is scaled.
S
Screen
An electronic display face that uses digital technology to show visual content.
Shelter Poster
A standard-sized OOH advertisement placed in or around a bus shelter structure, typically measuring 68”x47”.
Sign
A visual tool designed to communicate advertisements.
Snipe
A small addition installed on top of an existing advertisement to change or add to the original message.
Static Billboard
Also known as a vinyl billboard, or a traditional billboard. A large format advertisement that is printed on material, then installed onto a sign structure. Static options typically involve long-term agreements, allowing advertisers to promote a single message for an extended period of time. This approach creates strong repetition and brand recognition.
Street Furniture
A range of functional and decorative objects found in public areas, designed to improve the space and offer amenities. Examples include benches, bus shelters, streetlights, and newsstands, which can also be used for displaying advertisements.
T
Tail
The advertising area on the rear face of a transit bus intended to capture the attention of drivers and pedestrians.
Target Audience
A specific group of people selected to receive an advertisement or marketing message. This group is chosen based on traits like age, interests, or behaviors that match the product or service being advertised.
Target Rating Point (TRP)
A metric in advertising that indicates the proportion of its target audience exposed to its advertisements.
Traditional Billboard
Also known as a vinyl billboard, or a static billboard. A large format advertisement that is printed on material, then installed onto a sign structure. Static options typically involve long-term agreements, allowing advertisers to promote a single message for an extended period of time. This approach creates strong repetition and brand recognition.
Traffic Count
The tally of vehicles or pedestrians passing a particular point or area within a set timeframe. This information helps assess traffic volume and is useful for determining the effectiveness of advertising placements and planning infrastructure. TAB (Traffic Audit Bureau) uses this to verify the circulation passing outdoor advertising structures.
Transit Advertising
OOH displays attached to public transportation vehicles such as buses, trains, subways, taxis and trams that provide mobility for campaigns across cities and regions.
Transit Shelter
A protective structure at public transport stops, such as for buses or trains, designed to shield passengers from weather conditions like rain or sun. It usually provides seating and includes space for advertisements on its surfaces to increase visibility and impact. (See Bus Shelter)
U
Unit
Any outdoor advertising sign or display.
V
Vector File
A graphic file format that represents images created by lines and mathematical formulas rather than pixels. This allows the image to be scaled to any dimensions without losing clarity or quality. Examples of vector file formats are .ai, .eps, .pdf, and .svg.
Vinyl
A durable material used for creating large-scale advertisements on billboards. It is built to endure different weather conditions, making it ideal for outdoor ads, and is known for its high-quality print results.
W
Wallscape
An expansive outdoor ad placed on the side of a building or wall. It covers a significant area of the wall’s surface, creating an eye-catching space for advertisements and promotional content.