Glossary of Outdoor Advertising Terms | CBS Outdoor



Glossary of Outdoor Advertising Terms

Advertiser Market (Trading Area)

A custom market (often a group of counties) defined by an advertiser or retailer. The market definition is typically based on sales or other marketing criteria relevant to the product. (See Custom Market)

Allotment

The number of OOH units required to achieve a desired weekly GRP/TRP level for a specific audience within a market.

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.

Audience Delivery

The size of an audience that notices Out-of -Home advertising usually measured during one or more weeks. Audience delivery can be represented using several definitions, including impressions, ratings, and reach and frequency.

Audited Weekly Circulation

TAB independently audits inventory locations, and collects/aggregates weekly circulation data for OOH media according to established national procedures approved by the buy-and-seller community.

Awareness

The recalled recognition of an OOH advertising message by an individual or audience. Ad awareness is influenced by creative copy and the consumer’s relationship with the product or category. (see Noticing and Engagement).

Billboard

Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but are not limited to bulletins, posters and junior posters.

Bleed

Display area which extends beyond the live copy area, often to the edge of the finished size.

Bulletin

The largest standardized OOH format, typically measuring 14’ x 48’ in overall size; sold either as permanent displays or in rotary packages.

Campaign Delivery

The audience delivered by an advertising schedule, expressed in GRPs/TRPs, reach and frequency, as well as impressions.

Campaign Period

The interval of time an OOH advertising campaign is on.

CBSA (Core Based Statistical Area)

Defined by the United States Office of Management and Budget (OMB) using Census data, that consists of an urban center and adjacent areas that are socio-economically tied to the urban center by commuting. Metropolitan Statistical Areas have at least one urbanized area of 50,000 or more population; Micropolitan Statistical Areas have at least one urban cluster of at least 10,000 but less than 50,000 population. CBSAs are a standard geography for buying and selling media.

Charting

The process of selecting and scheduling individual media locations, the goal is to maximize OOH advertising objectives.

Commercial Audience

Audience estimates of people exposed to actual advertising. TAB OOH Ratings are the first media measurement system providing true commercial audiences of OOH advertising rather than audiences that are merely exposed to editorial content (e.g. read a magazine, read a newspaper or tuned to a TV program, etc.)

Continuity

The elimination of gaps in a media schedule by maximizing the duration of a campaign, the ideal campaign period would be running advertising for 52 weeks.

Co-op

The sharing of advertising costs between a manufacturer and distributor or dealer.

Copy

The advertising displayed on an outdoor unit. The quality of the ad's creative design can impact the number of people who notice it. (see Noticing)

Copy Area

The viewing area on an OOH unit.

Count Station

A section of road with a specific traffic pattern, count stations that contain traffic estimates and the demographic composition of that traffic. All displays assigned to a count station start with the same traffic count used to determine weekly circulation. A display may have weekly circulation from more than one count station if it can be seen from more than one road.

CPM - Cost Per Thousand Impressions

The cost of buying 1,000 impressions- CPM values which derived from TAB OOH Metrics reflect the cost of delivering 1,000 impressions from an audience who notice the advertising on OOH displays.- CPMs of other traditional media are only based on the cost of delivering 1,000 opportunities to see impressions (i.e. people who may or may not see the advertising).

CPP - Cost per Ratings Point

The cost of advertising exposures that equals to one gross rating point of a target group in any geographically defined market.

Creative (see copy)

Cross-Read

An advertising display which is visible across traffic lanes on the opposite side of the roadway.

Custom Market

Any market used by a plant or advertiser other than a DMA or CBSA. Custom markets are used by plants or advertisers to highlight OOH delivery within relevant geographic areas. Custom markets are generally counties or groups of counties.

Demographic Audiences

Target audiences used to plan, buy and sell media. The demographic audiences available for TAB Out-of-Home Ratings include age, sex, ethnicity and income.

Digital Billboard

Billboards that can change advertising content using digital technology. Content is static with multiple advertising message presented in rotation every few seconds.

Digital OOH Media

Any OOH display that can change its advertising content using digital technology.

Distribution

The strategic placement of OOH units across a market. The distribution of units will impact the reach of the campaign that is delivered.

DMA – Designated Market Area

A television market area defined by Nielsen Media Research that is also used by advertisers for multi-media planning.

Efficiency

The degree of value delivered to an audience relative to its cost. Usually expressed in the values of CPM (cost per thousand impressions) and/or CPP (cost per gross rating point).

Exposure

As derived from TAB’s visibility research, a physiological or behavioral measure of actual eye contact with an OOH media unit and its advertising. TAB OOH Ratings are derived from the adjustment of circulation to those who notice the advertising.

Finishing

The method used to hem the edges of posters and bulletins. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.

Junior Poster

One of the standardized poster formats, typically measuring 6’ x 12’; formally known as an 8 Sheet.

Line of Sight

The simultaneous viewing of more than one OOH unit.

Mall Displays

Backlit advertising structures located at strategic points in shopping malls; usually two or three-sided.

Market

Geographically defined areas used to buy and sell media. Standard markets definitions are DMAs and CBSAs.

Media Mix

The combination of media types, associated with audience weight levels, that are used together to meet the objectives of a media plan (advertising campaign).

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.

Opportunity to See (OTS)

A basic measure of media exposure, OTS estimates are measures of media exposure (e.g. magazine readership or the TV program exposures) but not the advertising message.

Out-of-Home Media (OOH)

All media formats specifically intended to reach consumers outside the home.

Percent Composition

The percent of a media unit or a media schedule that is made up of a particular audience.

Plant

A term used to identify a media company and its entire OOH advertising inventory in a market.

Population

The total number of people or a target group who live within a market. Population of adults 18+ or other target groups within a defined market serves as the base universe from which rating points are calculated.

Poster

One of the standardized poster formats, typically measuring 10'5" x 22'8" , formally known as a 30-Sheet Poster.

Proof-of-Performance (POP)

Certification by an OOH company that contracted advertising services has been rendered.

Sign

Any structure used to display information regarding a product or service. An outdoor unit is a sign.

Snipe

An adhesive strip that is used to cover a portion of copy displayed on an OOH unit.

Standardized Unit

Outdoor units constructed in accordance with the specifications established by the OAAA.

Target Rating Points (TRPs)

The total number of in-market impressions from a target audience delivered by an OOH campaign expressed as a percentage of a market population.

Traffic Count

The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the circulation that passes outdoor advertising structures.

Transit Displays

Displays affixed to moving public transportation 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.

Transit Shelter

A curbside structure located at regular stopping points along urban bus routes.

Tri-Vision

An OOH unit with a slatted face that allows three different copy messages to revolve at intermittent intervals.

Unit

Any outdoor advertising display.

VAIs - Visibility Adjustment Index

A ratio or the percentage of a unit's total OTS audience who are likely to notice an ad; VAI's are derived from TAB's visibility study. The impact of common board characteristics, size, road side, and distance from the road, road type, and illumination are taken into consideration. VAIs are not measures of audience.

Walls

Murals painted or attached directly onto the exterior surface of a building.

Weekly Circulation

Number of people who pass by a specific media location based upon an annualized average one-way weekly traffic count that has been adjusted to reflect the load factor and hours of illumination. While weekly circulation remains a valuable measure of traffic passing a media location, it is not a measure of audience impressions. Weekly circulation is the foundation of TAB OOH audience Impressions.

 

*Source: Outdoor Advertising Association of America (OAAA)