ALLOTMENT- The number of outdoor advertising units required to achieve a given Gross Rating Point (see "GRP").

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

ARTERIES/ARTERIALS- The major streets of a city or town

AVAILABILITIES/AVAILS- The locations/space available for sale at a given time.



BACKLIGHTED/BACKLIT- Advertising structures that house illumination boxes which throw light through translucent advertising materials for higher visibility, especially at night.

BEACH PANELS- Advertising panels located on lifeguard towers. (Available in L.A. county beach areas.)

BLEED- The area of a poster design that extends beyond the border of the visual area so that copy can fill the entire space within the frame of the display.  

BLOCKED PANEL- An advertising structure whose view has been obstructed indefinitely.

BULLETINS- A large, permanent, or rotary advertising structure. Standard sizes are 14 x 48 ft, 20 x 60 ft, and 10.5 x 36 ft.  Copy may be painted directly on the surface, or posted using printed paper or a flexible vinyl covering.

BOARDS- Term for Posters and Bulletins.



CHARTING- The process of strategically selecting and scheduling media locations to maximize advertising objectives.

CIRCULATION- Traffic volume in a market.

CONTINUITY- The maintenance of a campaign's presence by maximizing duration- ideally 52 weeks.

COPY- The complete advertising message to be displayed on an advertising structure (including words, images and illustrations).

COPY AREA- The "viewed" area of an outdoor advertisement. (Does not include bleeds/finishing).

COVERAGE-  Reference to either the market or the percentage of a market population that has potential exposure to the panels purchased.

CREATIVE- The advertising design displayed on an outdoor unit.

CROSS READ- An advertising display located on the opposite side of the roadway to  oncoming traffic.

CUT-OUTS- Add-ons to the advertising structure (usually Bulletins) that extend beyond the standard area to attract greater attention to the message. Can include letters, packages, 3-D elements, fiber optics, etc.



DEC- Daily Effective Circulation.  Refers to the audited amount of potential viewers who have the opportunity to see an outdoor advertisement within a 24 hour period.

DIGITAL BILLBOARD- Billboard that can change advertising contentusing digital technology. Each advertising message is presented in rotation every few seconds.

DIGITAL NETWORK- Group of 3 or more digital billboards, sold as a package. Advertiser's message(s) run periodically on all network locations for the length of the advertising period.

DISPLAY PERIOD- The days of exposure during which an individual advertising message is on display.

DISTRIBUITION- The strategic placement of outdoor units accross a market

DWELL TIME- The amount of time that a spot/image remains halted before the next spot/image in the playlist/schedule will display. Required dwell time is usually dictated by state and federal highway regulations for outdoor advertising.



EMBELLISHMENT- Figures, Letters, mechanical devices or lighting that is attached to an outdoor display for special effects.

EXPOSURE- The reasonable opportunity for advertising to be seen and read.

EXTENSIONS- The area of design (fabricated as a cut-out) that extends beyond the basic rectangular space of an advertising structure.

EOI- Average number of persons who are likely to notice an ad on an Outdoor display for either 12 hours (unilluminated 6:00am to 6:00pm) or 18 hours (illuminated 6:00am to 12 midnight).



FACE-  The surface or srufaces of an Outdoor Advertising structure on which the advertising message is displayed.

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.

FLAGGING- Refers to a tear in paper used on the advertising structure, causing the paper to hang loose.


G, H, I

GRP- (Gross Rating Point) Refers to the total number of impressions delivered by a media schedule expressed as a percentage of the market's population.

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

IMPRESSIONS- The total number of viewing opportunities an outdoor advertising unit can produce, measured against the target audience in a market.


J, K, L

JUNIOR POSTER- Outdoor advertising structure/space measuring 5' x 11' in copy area.

LOCATION LIST-  List describing the location of all panels in a given area and/or timeframe of availability.

LOCATION MAP-  A map of the market with dots indicating the location of desired/contracted displays.



MALL DISPLAYS- Backlit advertising structures located at strategic points in shopping malls; usually two or three-sided, including directory.

MANDATORY COPY- Copy required by law to appear on the advertising of certain products, such as liquor and tobacco products. Applies to all print media.

MARKET- Geographically defined area used to buy and sell media. Standard market definitions are DMAs (Designated Market Area) and CBSAs (Core Based Statistical Area).

MOBILE BILLBOARD™- A truck equipped with 1 or more advertising panels. Can be parked at a specific location or driven around a designated area.


NON ILLUMINATED- Advertising panel that is not equipped with lighting devices and therefore remains dark during nighttime hours.


O, P

OUT-OF-HOME- Advertising signage found outside the home, including bulletins and posters.

OUTDOOR- Bulletins and posters.

OVERRIDE- The continuation of an outdoor campaign beyond the contracted end date, free of charge.

PERMANENT BULLETIN- A bulletin that remains posted in the same location for a long period of time- usually a year minimum- to build strong brand recognition in a given market.

POSTER- Outdoor advertising structure/space measuring 10'5" x 22'9" in copy size.

POSTING DATE- The date on which a given poster is scheduled for display.

POSTING INSTRUCTIONS- Detailed information snet to the plant operator outlining the display of a particular design.

POSTING PERIOD-  The length of time during which one panel design is displayed.  Standard period is 4 weeks (28 days).

PRODUCTION- The process of printing an ad design on to a single sheet vinyl to be posted on a display.

PROOF OF PERFORMANCE-  Certification that contracted advertising service has been delivered.


Q, R

RATE- The quoted or printed cost of Outdoor advertising, usually stated on a per period (4 week) basis.

REPOSTING CHARGE- An additional charge incurred for posting a change of design before the end of a display period.

ROTATING/ROTARY BULLETIN-  Advertisers message that moves from one Bulletin location to another at stated intervals to achieve greater reach in the market.

RIGHT READ- An advertising display located on the same lane of the roadway as  oncoming traffic.



SLOT/TIME SLOT- Positional and/or space reference to an advertiser, scheduled in a predefined loop for a display(s).

SNIPE- An adhesive strip that is used to change a portion of the copy displayed on an outdoor unit.

SPECTACULAR- A bulletin that is larger than 14'x48' and placed at a prime location within a market. Often utilizes special embellishments.

SPOTTED MAP- A map showing all locations included in an advertising program.

STATIC BILLBOARD- Billboards using a printed vinyl which offer large-format advertising located on major highways, expressways and arteries.


T, U, V

TRI-VISION-  An advertising display (usually Bulletin size) where, through the use of triangular louver design, copy for three different advertisers can be displayed in pre-determined sequence of the moving panels

VINYL-  An advertising display (usually Bulletin size) where, through the use of triangular louver design, copy for three

W, X, Y, Z

WALLSCAPE- Large scale murals painted or directly attached 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.