glossary of terms

Approach - The distance measured along the line of travel from the point where the structure first becomes visible to the point where copy is no longer readable.

Bulletins - A large permanent advertising structure. Common sizes are 20’ x 60’, 14’ x 48’ and 10’6” x 36’.

Conforming Sign - A sign or a billboard legally erected in accordance with federal, state and local permit requirements and laws.

Co-op Advertising - Method of sharing costs of advertising offered by a manufacturer to distributors, dealers or retailers.

Copy Area - The complete advertising message to be displayed on an advertising structure (including words and illustrations).

Cost Per Thousand (CPM) - The cost of reaching one thousand potential viewers of a billboard. The formula for calculation: the monthly cost divided by the circulation in thousands.

Daily Effective Circulation (DEC) - Potential viewers. The number of people that have an opportunity to see the advertising structure in a 24-hour period.

Display Period - The days of exposure during which the individual advertising message is on display. Period varies according to contract.

Eight-Sheet Poster - A standardized Poster display structure commonly 6’ x 12’. Placed for exposure to vehicular as well as pedestrian traffic. Frequently used in suburban shopping areas.

Extensions - Embellishments attached to bulletins or posters that extend beyond the basic rectangular space of an advertising structure.

Face - The surface of a billboard on which the advertising message is displayed. One billboard structure may have more than one face.

Facing (Direction) - Specifies the direction of the billboard face relative to traffic flow. A south facing billboard can be read by northbound traffic and vice versa.

Flagging - A tear in paper used on the advertising structure, causing the paper to “flag”.

Flexible Face - Refers to the new vinyl billboard material that is replacing hand-painted boards in many markets. The advertisement is printed on the vinyl material and mounted on the structure.

Illuminated - Advertising displays with electrical equipment installed for illumination of the message at night, or in early morning darkness.

Imprint - Small identification sign placed on the molding or skirt of an outdoor structure, stating the name of the outdoor company that owns it.

Location List - List describing the location of all panels in a showing.

Location Map (Spotted Map) - A map of the market with dots indicating the location of the billboards.

Market - The defined area wherein a plant operates.

Monopole/Unipole - Structures fabricated on a single steel pole or column.

Non-Conforming Sign - A billboard that was legally erected but does not comply with subsequently enacted sign restrictions. Legal non-conforming signs require just compensation for removal under the Highway Beautification Act.

Outdoor Advertising Association of America (OAAA) - Trade association handling research government relations, plant service, display standards and public policy for the outdoor industry.

Overlay/Snipe - A paper or vinyl strip pasted on the face of an existing advertising panel. Often used for dealer imprints for a promotion, price designation or directional information.

Pantone Matching System (PMS) - A worldwide industrial and consumer language for the selection, presentation, specification, communication, matching and control of color.

Plant - The term “plant” refers to an Out-of-Home advertising company. It may also refer to all the advertising structures in a market operated by such a company.

Poster Panel/ 30-sheet Poster - A standardized advertising structure. Measures 12’ x 25’. Accommodates a vinyl flex or a 30-sheet paper poster.

Proof of Performance - Certification that advertising service has been delivered per contract.

Rate - The quoted or printed cost of Out-of-Home advertising, usually stated on a per month basis.

Riding the Boards - A physical inspection of the panels that comprise a showing.

Showing - The total number of panels in a buy. The common advertising weights are #100, #75, #50, #25. GRP/Showings that relate directly to the population of the market. Showing size does not indicate the actual number of panels involved.

Stacked Panels - Advertising panels with the facings built one above the other.

Target Audience - Profile of the most desired prospects for a product of service listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc.

Traffic Audit Bureau (TAB) - An organization sponsored by outdoor plants, advertising agencies and advertisers to authenticate outdoor circulation.

Traffic Count - The recording of the vehicles passing a given point, used by TAB to authenticate the potential exposure of Out-of-Home structures.