Additive Color -- An emissive color system used in image capture and display in which the additive primaries, red, green and blue (RGB), are combined to form all other
colors. When RGB light comes together at 100%, the result is white (as in white light).
Addressable Resolution -- Highest resolution that can be achieved by the imaging mechanism of a scanner or printer in reproducing an image. Also see optical
resolution and interpolation.
Adobe Acrobat -- Software for viewing and printing files in Adobe's Portable Document Format (PDF), which was created so users can read without having the particular
program or fonts used to create it. Adobe's PDF Writer and Distiller are programs for creating PDF files.
The Advertising Council -- A non-profit organization providing the media industry with public service campaigns on a number of social issues.
Advertising Executive or Account Manager -- Sales or service personnel employed by companies that sell Out-of-Home media (not to be confused with advertising agency
account executive).
Adjustment (Make-Good) -- Credit applied where there is loss of service, replacement or other reasons that call for such modification of compensation.
Adobe Acrobat -- Software for viewing and printing files in Adobe's Portable Document Format (PDF), which was created so users can read documents without having the
particular program or fonts used to create it. Adobe's PDF Writer and Acrobat Distiller are programs for creating PDF files.
Advertising Agency -- Company that creates, prepares and places advertising in various media, working as agent for its client (advertiser).
Advertising Structures -- Physical units built by a plant operator to display advertising. The structures are built to standard specifications. The advertising message
is applied to the structure in several ways.
Agency Commission -- Compensation paid to an advertising agency by media for placing business. For Out-of-Home media, the traditional commission is 16-2/3% of the value
(gross rate) of the contract, although this is sometimes negotiated.
Airport Displays -- A variety of advertising displays are available at airports, ranging from Dioramas (backlit wall posters) to free-standing islands or specially built
exhibits.
Aliasing -- Visual stair-stepping of edges that occurs in an image when the resolution is too low for the size of the output. Anti-aliasing is the removal or softening of
the rough edges by averaging or blending of surrounding colors.
Allotments -- The number of panels included in a Poster showing. The Poster medium consists of unilluminated Posters or a combination of both and are offered for sale in
packages by the plant operator. The number of panels in a GRP/ Showing is referred to as the market allotment, which will vary from market to market.
Alpha -- In an imaging program, color channels in addition to those used for the primary colors (e.g., RGB, CMYK); usually used for masking or controlling opacity.
American Advertising Federation (AAF) -- The AAF advocates the rights of advertisers through educating the government, news media and general public. AAF accomplishes these goals through a nationally-coordinated grassroots network of 50,000 affiliate members including advertising associations, and college chapters.
American Association of Advertising Agencies (AAAA) -- National organization of advertising agency business, representing 630 agencies of various sizes. AAAA agencies place close to 80% of all advertising appearing in U.S. AAAA has developed standards of practice and the time buying contracts used by most advertising agencies. This includes a standard Out-of-Home contract. AAAA has an Out-of-Home media committee that works with the industry on behalf of its members.
American Council of Highway Advertisers (ACHA) -- A national organization representing highway users and traveler-oriented companies utilizing Out-of-Home advertising.
Amortization -- An accounting term used to describe the process of depreciating an asset over an arbitrary period of time. Amortization is often misapplied to billboards describing a government attempt to confiscate property without payment of just compensation. Also a term used in contracting for Bulletins wherein elements such as added embellishments are amortized over the period of contract.
Angled -- Advertising structures are built for maximum visibility to vehicles approaching the structure. They are classified as angled when one end is set back more than 6' from the other end of the structure as measured along the line of travel.
Animation -- Involves special treatment such as moving components, flashing lights, etc. Used to gain added attention and awareness. Animation is more commonly used on rotary, permanent or spectacular type Bulletins (laws permitting).
Annual Average Daily Traffic (Annual ADT) -- Measurement representing the total number of vehicles passing a given location, based upon 24-hour counts taken over an entire year. Mechanical counts are adjusted to an estimate of annual average daily traffic figure, taking into account seasonal variance, weekly changes and other variables.
Anti-Aliasing -- Process of mixing various amounts of surrounding colors to create fill pixels, which helps eliminate rough edges when enlarging low resolution images.
Approach -- The distance measured along the line of travel from the point where the advertising structure first becomes visible to the point where copy is no longer readable (having passed out of sight).
Arteries or Arterials -- The major streets of a city or town.
Aspect Ratio -- The height-to-width measurement of an image as displayed on a monitor. This can sometimes be altered when using a software's import/export feature and
transferring an image from one computer to another. Ratio can also change with pixel size, although most computers use a 1:1 aspect.
Association of National Advertisers (ANA) -- Ad industry's oldest trade association, (est. 1910) ANA is the only one exclusively dedicated to serving interests of
corporations that advertise regionally and nationally. ANA members (representing 2,000 subsidiaries, divisions and operating units) market a variety of goods and services that
account for over 80% of all annual regional and national ad expenditures in U.S. ANA's Out-of-Home Committee addresses issues of concern to advertisers using or considering those
media to insure maximum effectiveness.
Audited (Circulation) -- The Traffic Audit Bureau for Media Measurement (TAB) independently audits records and circulation data for Out-of-Home media according to
established national procedures approved by the buyer and seller community. Similar to Audit Bureau of Circulations (ABC).
Availability or Avails -- Avails in Out-of-Home media are the same as other media. It is the space available for sale at a given time.
Average Date of Completion -- Method of averaging the completion dates of several painted Bulletins in a single contract, reflecting the fact that some Bulletins are
completed and exposed to traffic earlier or later than others.
Backlighted Units (Backlit) -- Advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy duty
paper for higher visibility, especially at night.
Banding -- A pattern of horizontal or vertical lines that occurs in solid colors, continuous-tone tints, gradations or images, instead of smooth color or
transitions of colors. Banding can appear on computer moniters when viewing images with less than a 24-bit information, or on printers due to a problem with the printhead or
media.
Bar Coding -- Technology similar to supermarket's UPC symbols whereby locations, postings, and other information can be scanned and checked by electronically "reading" bar
code information. Used for labor-saving, error-free operations as well as for performance verification of contracts.
Beach Panels -- Advertising panels affixed to lifeguard towers. (Available in LA county beach areas.)
Billboard--Common term for Poster Panels and Bulletins
Bill Poster -- The plant operator employee who places the advertising paper on the advertising structure.
Billroom -- The place where advertising paper is stored and prepared for the bill poster's use.
Bitmap -- Graphics constructed of individual pixels arranged in specific patterns. Bitmap-image formats include, by filename extension:
AI= Adobe Illustrator Encapsulated Postscript
BMP = Windows Bitmap
EPS = Encapsulated Postscript
GIF = Graphics Exchange Format
JPEG or JPG = Joint Photographic Experts Group
PCD = Kodak Photo CD
PCX = ZSoft Paintbrush Exchange
PDF = Adobe Acrobat Portable Document Format
PICT,PCT = QuickDraw Picture Format
RTL = Hewlett Packard Bitmap Format
SCT = Scitex
TGA = Targa
TIF or TIFF = Tagged Image File Format
Blanket Contract -- A contract for a specified amount of money which covers space purchased as authorizations are received.
Blanking -- White paper border surrounding the Poster copy area. Applied between the Poster and panel molding. Measurements set by industry standards.
Bleed -- Printing that extends to the edge of a sheet or page after trimming.
Bleed Poster -- The use of blanking papers of the same color as the Poster background to bring the design up to the molding.
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.
Blister -- Paint or paper sometimes separate from the structure by forming air pockets or a blister.
Blocked Panel -- An advertising structure whose view has been obstructed on a more or less permanent basis.
Boards -- Common term for Posters and Bulletins.
Booked -- Acceptance of a contract for advertising space by the plant operator.
Bounding Box -- In Postscript page-description language, a rectangle defining the area of an image. The area of an on-screen image at its maximum X and Y axes
measurement. Altering the bounding box by moving its control points can change the shape or size of an image. Bounding boxes allow scaling of graphics in page-layout software.
Brightness -- The property of light reflectivity in paper or emmision on a computer screen. Paper brightness (R457) is defined as reflectance of blue light at the 457-nm
wavelength on a scale of 0-100%. Monitor brightness is measured in cndelas per meter squared (cd/m2). Media with different brightness levels can cause changes in the appearance of
colors, requiring adjustment in calibration.
Bulletins -- A large, permanent or rotary advertising structure. Common sizes are 14' x 48', 20' x 60', and 10'6" x 36'. Sometimes called a painted bulletin, copy may be
painted directly on the surface, posted using printed paper or may be printed (either fully or partially) on a flexible vinyl covering which is then attached to the structure.
"Buyer's Guide to Outdoor Advertising" -- The official rate and panel allotment source for 30-Sheet Posters and Rotary Bulletins. Published by CMR (Competitive Media Reports)
under the auspices of the OAAA (Outdoor Advertising Association of America). Issued twice a year.
Calibration -- Conformance of a device (scanner, moniter, printer, measurement instrument) to known specifications. The process of bringing all devices in a digital imaging
system in conformance with specification, in order to achieve accurate and consistent color reproduction.
Camera Raw -- An image file format for digital cameras containing unprocessed data. Also called RAW or CCD-RAW, the format is proprietary and differs between camera makers
(and sometimes between models from one manufacturer). RAW image files must be processed and converted to an RGB format before they can be manipulated by a bitmap graphics editor, printed or displayed by a web browser.
Campus Kiosks -- Free-standing displays located on college campuses in selected markets.
Cancellation Period -- A specified period of time during which a contract may be terminated. Standard AAAA contracts include cancellation periods which have become accepted
practice for the industry.
Car Cards -- Advertising displays of various sizes posted in buses, subways and commuter trains.
CD-Rom -- Short for Compact Disk - Read-Only Memory. Storage technology that uses same kind of disks as an audio CD, but enables 500 megabytes of text, audio, animation and
video date to be stored in 4 - ½" of space.
Channel Letters -- Sheet metal letters with recessed surface designed to accommodate incandescent bulbs or luminous tubing.
Charting the Showing -- The process of scheduling proposed or actual display locations on a market's streets and highways.
Checking -- Physical inspections of the market locations to verify that the delivery meets contract specifications.
Circulation--Traffic volume in a market, used for determining the advertising value of the board.
City Panels -- Framed Posters on streetside of phone booth kiosks with visibility to vehicles and pedestrians.
CMYK (Cyan, Magenta, Yellow and Black) -- The four process colors, which are used by output devices such as inkjet, electrostatic and thermal transfer printers.
Black is called "K" because in process printing it is the key plate or keyline color.
Coat Out -- The process of covering a painted advertising message (Bulletins) with white or gray paint before new copy is painted.
Code of Ethics -- The trade associations of Out-of-Home operators have voluntary sets of principles pledging members' plans to operate in the public interest.
Collating Posters -- Posters are made up of individual sheets. These sheets are organized or collated in the sequence needed so that the bill poster will post the advertising message properly.
Color Calibration -- Software and/or hardware that coordinates the color match between two or more digital devices.
Color Chart -- A chart containing samples of standard colors available from paint manufacturers for use as a guide in designing painted advertising structures or wall surfaces.
Color Chips -- Color samples painted on wood, plastic, or paper which are sent to plant operators enabling them to match colors for artwork in which non-standard colors are specified; also called color swatches.
Color Management -- Refers to coordination of color among input, display and output devices. In output, color management is often handled on a device-by-device basis by imaging production software (see RIP). In display and other tasks, coordination often comes via device-specific software such as Apple ColorSync or Adobe Photoshop.
Color Separation -- Color separations consist of artwork that has been split into component plates of cyan, magenta, yellow, and black in preparation for process printing (CMYK) or into the required number of plates for spot color printing. Each separation prints a single process or spot color. Digital files can be composite separations (all information in one file) or preseparated (each color on its own page).
Color Specification -- Numeric values used to specify a color within a color system.
Commercial/ Industrial Area -- Land and/ or property used for business, industry, commerce or trade. Under federal law, billboards are permitted in these areas in accordance with state and local customary use provisions which specify size, lighting and spacing.
Commercial or "On-Premise" Signs -- Privately owned (usually on-site) advertising structures used on roofs, walls or other outdoor surfaces of business establishment or factories for purposed of identification or direction of that particular business. Such signs are not considered Out-of-Home media.
Commuter Clock -- Combination advertising display and time indicator located in subway stations or other transportation locations.
Competitive Plants -- One or more Out-of-Home advertising plant operators offering services in the same market area.
Compression -- In color management, gamut compression refers to the ability of software to reduce the range of colors in an image to that which can be reproduced on an output device. In image processing, file compression refers to reducing the size of a file through an alternate encoding process.
Computerized Electronics -- Currently, several advertisers are utilizing computerized LED displays on Out-of-Home advertising structures; enables a computer operator to change the advertising message electronically on a continual basis.
Computer Printing/ Painting -- Method of applying design to flexible vinyl via computer technology; insures faithful reproduction of full or partial size, full color advertisements with quality assurance from copy to copy; reusable and resistant to fading, cracking and weather.
Conforming Sign -- A sign or a billboard legally erected in accordance with federal, state and local permit requirements and laws.
Continuous Inkjet -- Process where ink is pumped through inkjet printing nozzles at a steady pace. Droplets are either shot onto a substrate/material, or electrically charged and deflected away from the printable surface and into a collection system.
Continuous Tone -- Method of printing in which equally sized color dots are placed in a variable spaced pattern, creating the effect of more natural color transitions.
Cooperative Account (Co-Op) -- Method of sharing costs of advertising offered by a manufacturer to distributors, dealers, or retailers. Common to all media.
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 an Out-of-Home panel. The formula for calculation: the monthly cost divided by the circulation in thousands.
Cost per Point (CPP) -- The cost of exposure opportunities equal to one market gross rating point; i.e., 1% of the market's population.
Counting Station -- A defined point on a street where vehicles and/ or pedestrians are recorded to determine circulation. Counting stations are used not only by Out-of-Home media but by federal, state and local governments.
Coverage -- Coverage may refer to a) the market or b) that percentage of a market population that has potential exposure (reasonable opportunity to see the advertising), or "reach," of the panels purchased.
"C" Print -- A glossy four-color print or high quality color copy, usually made from a transparency. Often used as guide artwork for Bulletin painters to follow for color and composition of the illustration.
Credit -- The allowance given by the plant operator for loss of service; most commonly given as extended service, added service or refund.
Cross-Reader -- An advertising display which is visible across traffic lanes on the opposite side of the roadway.
Cut-Outs; Extensions; Embellishments -- Add-ons to the structure (usually Bulletins) that extend beyond the standard structure area to command greater attention to the message. Can include letters, packages, 3-D elements, fiber optics, etc.
Daily Effective Circulation (DEC/Impressions) -- Average number of persons potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00 am to 6:00 pm) or 18 hours (illuminated - 6:00 am to 12:00 midnight).
Database -- Compilation of facts, figures or other information kept in computer memories for future referral.
Day-Glo -- A tradename for certain inks or lacquers that become fluorescent when activated by ultraviolet rays of sunlight or special illumination.
Demographic Profiles -- Audience breakdowns based on various characteristics such as age, sex, income, education, etc.
Department of Transportation (DOT) -- Official agency of the federal, state or city governments which regulates and studies traffic flow, and issues statistics on same. DOT studies are the basis of most DEC/Impressions audited by the TAB (Traffic Audit Bureau).
Device-Independant Color (DIC) -- Color-matching system based on a universal set of values, instead of being based on the color gamut of one particular piece of equipment.
Digital Printer -- Printing device that is capable of translating digital data into hardcopy output. Technologies employed in digital printers include inkjet, thermal transfer, electrostatic and laser photo-imaging.
Diorama -- A backlit display located in airports, bus terminals and sports stadiums/ arenas.
Discount -- Reduction in quoted base space rates usually earned by contract continuity.
Display Period -- The days of exposure during which the individual advertising message is on display. Posters and Transit (Shelters, Buses, etc.) are normally contracted for monthly periods; rotating Bulletins display the same copy at the advertiser's discretion; permanent Bulletin display period varies according to contract.
Distribution -- The physical location of the individual advertising structures within a market relative to exposure potential.
Dithering -- Process that simulates color variations or shades of gray by varying the sizes and shapes of pixel groupings, rather than an ordered array of halftone dots. This reduces the contrast between dots of different colors/shades and creates a more-flowing, natural look.
DPI (Dots Per Inch) -- Unit of measurement used to describe the printing resolution of an output device, or the printed resolution of images, based on the number of separate ink droplets represented either horizontally or vertically in one inch. Also correlates to pixels per inch and samples per inch.
DMA (Designated Market Area) -- A rigidly defined geographical area used by A.C. Nielsen (market research) to identify TV stations that best reach an area and attract the most viewers. A DMA consists of all ZIP Codes whose largest viewing share is given to stations of that same market area. Non-overlapping DMAs cover all of the continental United States, Hawaii and parts of Alaska.
Dot Gain -- Dot gain is a phenomenon in printing and graphic arts whereby printed dots are perceived and actually printed bigger than intended. This causes a darkening of the screened images or textures, especially in the mid tones and shadows. This happens because of the viscosity of ink and its ability to spread through the paper as it is soaked in. Dot gain varies with paper type. Uncoated paper stock like newsprint paper shows the most dot gain.
Dye Transfer -- Opaque, high-fidelity color print made from artwork. Permits wide range of color correction during laboratory processing.
End Panel -- The advertising structure which is closest to the approaching line of traffic when more than one structure is built in the same facing.
Efficiency -- The degree of value delivered to an audience relative to its space cost; usually expressed as either CPM (cost per thousand) or CPP (cost per gross rating point).
Eight-Sheet Poster -- A standardized Poster display structure commonly 6' x 12' in overall size with a copy area of 5' x 11', placed for exposure to vehicular as well as pedestrian traffic. Frequently used in suburban shopping areas as well as point-of-purchase locales. Also used in urban areas for neighborhood coverage. Sometimes referred to as a junior poster.
EPS (Encapsulated Postscript) -- A known file format usually used to transfer post script information from one program to another.
Exposure -- Represents the reasonable opportunity for advertising to be seen and read; common to all media.
Expressway -- Limited access roadways with a speed limit of 55 mph or more. Parking is prohibited.
Extended Service -- Method of adjusting a loss of service by exposing the advertiser's message beyond the period specified in the contract.
Extensions -- The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure.
Extra Service -- Method of adjusting for loss of service by posting additional panels beyond the number specified in the contract. In the case of Bulletins, a mutually agreed upon substitute location may be offered.
Face -- The surface of an Out-of-Home structure on which the advertising message is displayed. One billboard structure may have more than one face.
Facing (Direction) -- Specifies the direction the panel may be seen to the traffic flow; e.g., a south facing panel can be seen only by north-bound traffic and vice versa.
Faded -- Loss of color brilliance due to length of exposure, weather conditions or technical problem with production.
Federal-Aid Primary -- A highway designated by the state and approved by the U.S. Secretary of Transportation, as of June 1, 1991.
Fiber Optic Display -- An innovative use of electronic light transmitting fibers to create changeable copy displays.
Flagging -- A tear in paper used on the advertising structure, causing the paper to hang loose and "flag."
Flexible Face--Single-sheet vinyl used in computer painting and mounted on the face of outdoor structures.
Frequency -- The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency (and reach) in Out-of-Home media is normally measured over a 30-day period.
Fully-Wrapped Bus -- Specially commissioned Transit display in which the entire bus vehicle is covered with the advertising design, including windows, through which passengers have visibility due to special material.
Gamut -- Scope of colors that can be produced by a specific display or output device, or by a primary color system (such as RGB or CMYK).
Geo-Demographic Mapping -- Method of providing audience specifics as they relate to Out-of-Home locations, both geographically and demographically. Enables plant operators to specify those locations which most efficiently reach target audiences - by age, sex, income, brand preference and purchase behavior profiles.
Global Positioning Systems (GPS) / Global Information Systems (GIS) -- Highly accurate location system which precisely pinpoints structures in terms of exact latitude and longitude using hand-held instruments that communicate with orbiting satellites.
Gross Impressions -- Gross impressions refer to the total number of impression opportunities registered against the target audience by a GRP/Showing.
Gross Rating Points (GRPs) -- are the total number of impressions delivered by a media schedule expressed as a percentage of the population. GRPs for Out-of-Home generally refer to the Daily Effective Circulation generated by advertising panels divided by the market population. GRPs are often used interchangeably with "showing."
Hand Count -- Used to count circulation (potential exposure) when no official source of traffic counts are available. TAB has developed factors for statistically reliable expansion of sample counts to full daily exposure estimates.
Head-On -- An advertising structure built so that all traffic approaches are perpendicular (head-on) to the face of the structure.
Hightail Displays -- Posters affixed to the upper portion of rear end of buses; copy area 15 - ½" high x 63" wide.
High-Spot Bulletin -- Large advertising structures located at strategic places which permit opportunities for very high audience levels of exposure.
Highway Beautification -- Federal billboard legislation, sometimes called ACT (HBA) the Lady Bird Act, passed in 1965 and signed by President Lyndon B. Johnson. The HBA mandates state billboard controls on Interstate, Federal-Aid Primary highways and the new National Highway System.
Hue -- The property of color that indicates the color name, such as purple, blue, or green, that can be specified by particular wavelengths or by CIE coordinates. It ranges from 0-360, but is normalized to 0-100% in some applications.
Illegal Sign -- A sign or billboard unlawfully erected or maintained. Expeditious removal of illegal signs without compensation is supported by the OAAA and related industry trade associations.
Illuminated -- Advertising displays with electrical equipment installed for illumination of the message at night, or in early morning darkness.
Imprints -- Name of the plant operator affixed to the bottom portion of the structure molding.
Imprints - Dealer -- Strip imprinted with the name, address and/ or phone number of the local dealer handling the product/ service being advertised. Commonly placed across the bottom 20" of Poster panels.
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. affixed to Bulletins.
Inkjet Printer -- Device that drops liquid ink onto a substrate for printing. A thermal inkjet heats ink to approximately 400 degrees F inside a small chamber and sends an electric charge through piezoelectric crystal lining the chamber to shoot ink through the nozzles.
Inside Panel -- All panels erected in a group at one location that face the same direction, are classified as inside panels, except for the one closest to the traffic (End Panel).
Inspection -- A physical ride of advertising displays for pre-buy selection, to verify copy delivery, or for other contracted values.
Intensity -- Many Out-of-Home media are sold at different intensity levels of advertising weight, determined by the plant operator. The client/ agency determines the most efficient way to buy the market at certain advertising weights. Common GRP/ Showing sizes are #25, #50, #75, and #100.
Internet -- On-line network of computers; includes World Wide Web which is envisioned by Out-of-Home industry as future interactive service for market data, inventory listings, video drive-bys, sales transactions, as well as other uses.
Interpolation -- Software technique used to increase the size of an image file by creating more pixels, using mathematical averaging to increase tonal value and apparent resolution
JPEG/JPG (Joint Photographic Experts Group) -- Graphics file format designed for use with photographs and other color bitmaps. The JPEG format uses a mathematical compression technique to reduce file size by removing a user-selectable percentage of the image's data information.
Line of Travel -- The center of a lane of traffic moving in one direction.
Lithography -- A popular printing method for producing large quantities of Poster paper in full color.
Load Factor (Vehicle Load Factor) -- The average number of persons riding in each vehicle. Determined through national research and syndicated and government research reports.
Location Codes -- Letters used to designate the location of an advertising display on a street. Standard abbreviations used are: E/S - east side, W/S - west side, N/S - north side, S/S - south side.
Location List -- List describing the location of all panels in a GRP/ Showing.
Location Map -- A map of the market with dots indicating the location of the displays for a specific GRP/ Showing.
Mall Displays -- Backlit advertising structure located at strategic points in shopping malls; usually two or three-sided, includes directory format.
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.
Mapping -- Refers not only to geographic locations but also to demographic and behavioral characteristics providing by plant operators about its market area. See Geo-Demographic Mapping.
Market -- The defined area wherein a plant operates; can also refer to coverage (percentage of population potential exposed to the advertising). Out-of-Home media can also be sold in sub markets (portions of larger metro areas).
Mass Transit/ Mass Transportation -- Public conveyances such as buses, trains, subways and other rapid transit commuter systems.
Media Mix -- The combination of media types used together to meet the objectives of a media plan. Out-of-Home media tends to enhance the overall effectiveness of various media mixes, particularly by cost-effectively increasing reach and frequency.
Molding (Trim) -- The frame of metal, plastic or wood which surrounds the face of an advertising structure.
Monopole/ Unipole -- Structures fabricated on single steel pole or column.
MSA (Metropolitan Statistical Area) -- The U.S. Government uses a three-tiered classification of metro markets. The purpose of the Census system of market designation is to enable federal agencies to use consistent geographic definitions when collecting and disseminating metro area statistics. The basic unit is called an MSA - Metropolitan Statistical Area which is defined as a geographic area comprising a significant population nucleus together with adjacent communities which have a high degree of economic and social integration with that nucleus.
Multiple Facing -- Advertising location where there are two or more adjacent (within 25') or stacked panels facing the same direction.
Net Reach -- Refers to the total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage.
Non-Conforming Sign -- A billboard which 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.
Official Count -- The traffic counts taken from official (governmental) sources such as city, state or county Departments of Transportation.
Off-Premise Sign A sign structure advertising an establishment, merchandise, service or entertainment which is not sold, produced, manufactured or furnished at the property on which the sign is located. A billboard is an off-premise sign.
On-Premise Sign A sign which advertises goods or services offered by business enterprises on the property where the sign in located.
One-Sheet Poster (Transit) -- A vertical Poster used on subway and train platforms.
One-Sheet Poster (Non-Transit) -- A vertical Poster panel placed near the entrances of point-of-sale locales: independent convenience stores, grocery or liquor stores and other retail outlets.
Opacity -- Measurement of the resistance to light passing through a substrate, on a scale of 0-100%, indicating the propensity for show through of underlying type or images. This is computed by measuring the density of the substrate over a black background and over a white background.
Optical Resolution -- The maximum actual, or "true", resolution of a device without the use of interpolation.
Outdoor Advertising Association of America (OAAA) -- The OAAA is the national trade association for Out-of-Home advertising, representing and supported by member plant operators, suppliers, associates and international members. The mission of the OAAA is to promote, protect, and improve the Out-of-Home advertising medium by focusing on legislation, marketing, product improvement, new technologies and industry unity.
Outdoor Placement Specialists -- Companies, networks or agencies which specialize in Out-of-Home media development, placement and evaluation. Because of their expertise in these media forms, they are employed by advertisers and advertising agencies to negotiate, contract and check buys.
"Out-of-Home Media Source" -- Comprehensive source book of types of Out-of-Home media and their rates. Published by SRDS, Inc., New York, NY.
Out-of-Service -- An advertising structure temporarily or permanently unavailable for advertising purposes.
Outside Panel -- Advertising panel located closest to the edge of the street, where two or more panels are positioned side-by-side.
Overlay -- A paper strip or price designation, such as dealer imprint for a promotion, which is pasted on the face of an existing advertising panel.
Painted Wall -- Advertising message (not a designation sign) painted directly on building surface for high impact visibility, often several stories high.
Paint Out -- To obliterate previous copy on a painted Bulletin in preparation for a change in design. Also called Coatout or Blankout.
Panels per Facing (PPF) -- The number of panels - one, two or more - on a given advertising location which face the same direction.
PANTONE Matching System -- Numbering system for identifying 3,000 + colors created through combinations of 14 primary color inks. The Pantone company produces numerous color-matching systems for standard print and computer applications.
PDF (Portable Document Format) -- Electronic document format from Adobe Systems Inc. that allows the distribution of files across platforms that can display a document as originally designed and formatted -- and, when fully developed, also allow printing -- without requiring the original software application or fonts on the viewing computer.
Permanent Bulletin -- A painted display which remains on one structure location for the entire term of the single advertiser's contract.
Permit -- A license granted by the state and/ or locality to authorize a sign structure on a site. All states have laws requiring state permits for billboards along the Interstate and Federal-Aid Primary highways. Localities may also require permits for billboards.
Phone Kiosks -- Backlit displays affixed to street telephone facilities.
Pigment -- A colorant that is suspended rather than dissolved in an aqueous ink vehicle. The opposite of a dye. Pigmented inks generally have greater outdoor durability and fade resistance than dye-based inks, but may not have as large a color gamut.
Pixel -- A combination of the words "picture" and "element", denoting the smallest part of a picture that can be located and placed as an element along the X and Y axes of a bitmap.
PPI (Pixels-Per-Inch) -- A measurement of the number of pixels that will occur within the vertical and horizontal planes of a one inch area in a raster image. The higher the number, the greater the resolution and maximum viewable size without aliasing.
Pixelization -- Process that results when image pixels are simply enlarged to increase image size, resulting in a lower PPI without an increase in detail, resulting in jaggies along diagonal edges
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.
Plant Capacity -- Refers to the total number of advertising panels in a given plant. Sometimes referred to as inventory.
Plant Operator -- A company or individual who operates and maintains Out-of-Home advertising structures.
Plant Rep (Representative) -- An agent who represents more than one plant operator in different markets; works to place advertising campaigns for each plant market in return for fee or commission.
PMSA (Primary Metropolitan Statistical Area) -- The second level in the U.S. Government's three-tiered system of metro area classification. PMSAs are characterized as metropolitan areas having a total population of 1 million or more, anchored by a large urbanized county or cluster of counties with strong internal economic and social links. By definition, PMSAs are the components of Consolidated Metropolitan Statistical Areas (CMSAs) which represent the third tier and are made up of two or more contiguous PMSAs.
Porta-Panel -- A mobile Poster panel which may be wheeled to a given location. Frequently used for merchandising purpose at retail or other locations for special events.
Poster -- A term used for advertising messages that are posted on advertising structures.
Poster - Bleed -- A poster panel advertisement with no blanking paper used. Copy extends to the molding on each side as well as from top to bottom.
Posterizatioin -- A design developed in a manner or style characteristic of pictorial art posters. All color elements are flat -toned, but arranged in a way that gives the main illustration/ product a three dimensional effect, with bold contrasts.
Poster Panel -- An advertising structure on which Posters are displayed.
Poster - 30-Sheet -- An advertising panel with copy area measuring 9'6" high x 21'7" wide.
Poster - Eight-Sheet -- An advertising panel with copy area measuring 5' high x 11' wide.
Posting Date -- The date on which Posters in a GRP? Showing are scheduled for display. Most plants have several posting dates to coincide with special advertising promotions.
Posting Instructions -- Detailed information set to the plant operator covering the display of a particular design.
Posting Leeway -- The Out-of-Home company is allowed a grace period of five working days before or after a scheduled posting date. Allows the company to complete posting a GRP/ Showing without penalty in the event of a delay caused by weather or unforeseen circumstances.
Posting Listing -- The process of selecting the individual panels which comprise a GRP/Showing under contract.
Posting Period -- The length of time during which one panel design is displayed, usually one month and figured as 30 days for the purpose of costing and credits.
Post-Ride -- An in-market field check of Out-of-Home locations with advertising copy in place.
Post-Script -- Graphics language that creates vector-based images that, by computer code, allows for proportional scaling. It makes most scalable type and artwork possible for Windows and Macintosh based graphics software.
Pounce Patterns -- The method most frequently used for enlarging art and copy to fill painted Bulletin size. The design is projected onto large sheets of paper and traced in outline form. The outline is then perforated with an electric needle. The perforated sheets, known as pounce patterns, are held against the painting surface and dusted with charcoal dust, to reproduce the outline of the design on the surface to be painted.
Preflighting -- Process of checking a graphic file for potential problems before sending it for final output, essentially to find font, color and other problems.
Pre-Pasting -- A technique for applying paste to the surface of Poster sheets in the plant rather than in the field.
Pre-Ride -- An in-market field check of available panels to determine specific locations to be included in a specific GRP/ Showing.
Primary Colors -- Color that cannot be created by mixing other colors in the gamut of a given color space, but can be mixed to create other color combinations within that space. Red, green and blue (RGB) are additive primaries of emitted light, while cyan, magenta and yellow (CMY) are subtractive primaries of reflected light. Black (K) is added to CMY to produce denser, truer black images. Proof of Performance -- Certification that advertising service has been delivered per contract.
Process Color -- Cyan, magenta, yellow and black (CMYK), combined in a matching system, to recreate thousands of colors in offset and direct digital printing.
Public Service Copy -- Copy of a civic or philanthropic nature placed in the interest of community welfare. Not counted in audited circulation.
Queen Size Bus Posters -- Posters affixed to the sides of public buses with copy area of 27" x 85".
Queue -- Electronic holding area, usually in random access memory (RAM) or on a hard drive, where data waits before being sent to a printer for output.
Rain-Lap -- Poster sheets trimmed so that the upper sheets overlap the lower sheets, similar to the way shingles are laid on a rood. This lessens the possibility of flagging due to rain seepage between the Poster and the panel face.
RAM (Random Acess Memory) -- The high-speed portion of a computer's data storage that is held on special chips for use in current applications or procedures. RAM is said to be volatile if the stored information is lost when power is disrupted.
Raster Image -- An Image comprised of a collection of pixels arranged in a rectangular array.
Rasterization -- Translating data to a specific bitmap pattern for use by a digital printing device.
Rate -- The quoted or printed cost of Out-of-Home advertising, usually stated for GRP/ Showings on a per month basis.
Rating Point -- One rating point equals 1% of the market's population.
Reach -- Reach is the approximate percentage of the target audience's population which will be potentially exposed to the advertising message at least once during the GRP/ Showing.
Real Estate Rep/ Lease Person -- The plant employee who negotiates with landlords to build signs on their property.
Rear Display - Top -- Rear end bus Posters - upper portion.
Rear Display - Bottom -- Rear end bus Posters - below window.
Regular (Panel) -- Term used to designate advertising structures which do not have illumination. Preferred term is "unilluminated."
Renewal Paper -- Extra Poster sheets sent to plant operators to replace those which may be damaged during display period. Quantity required ranges from 10-20% of the total order.
Reposting Charge -- An additional charge incurred for posting a change of design before expiration of a display period.
Rescale -- Line drawing of the original painted display scaled to fit the differently proportioned Bulletins or spaces to be painted.
Resize -- Change of reproduction size. Files can generally be resized so prints can be made smaller or larger. Significant up-sizing often results in jaggies, but an adjustment of up to 20% is acceptable.
Resolution -- The number of pixels or samples per inch a device is capable of recognizing or producing, measured in horizontal columns (width) by vertical rows (height). Megapixels can be calculated by multiplying pixel-columns with pixel-rows.
RGB (Red, Green and Blue) -- The three additive colors used by monitors and scanners for transferring and representing color data. The rule of thumb in imaging is that input and display are in RGB, while output is done in CMYK.
Riding the Showing/ Riding the Boards -- A physical inspection of the panels which comprise an advertising buy… either pre-buy or post-buy.
Right of Way -- Area along highway or arterial which is under control of city, county, state, etc. Billboards are located on private land adjacent to the highway right of way.
Rotating/ Rotary Bulletin -- The movement of an advertiser's message from one Bulletin location to another at stated intervals to achieve greater reach in the market.
Satellite Systems -- Electronic communications method which uses satellite connections to turn on or off lighting on Out-of-Home structures from a central location; can also warn of power outages, bulb expiration, and other maintenance needs.
Saturation -- The intensity of a specific hue, based on the color's purity, measured from 0-100% in the HSV color model. Highly saturated hues have vivid color, while less saturated hues appear grayish.
Scrape -- To remove old or expired Posters designs from the panel face to insure a smooth posting surface.
Scenic Byway -- A road that has been designated through legislation or some other official declaration for its scenic value. The road can be classified as a parkway, greenway, trail, heritage, highway, drive, road, byways or backway. Editor's Note: There are portions of roadways that will be designated as scenic byways that will pass, for connectivity reasons, though non-scenic commercial and industrial areas, or through comprehensively zoned urban cities. States and localities have the right to determine whether they want to place billboards in these non-scenic commercial and industrial portions of designated scenic byways.
Screen Printing -- Method of printing for small to moderate quantity runs which employs stencils rather than metal plates.
Sections -- Removable pieces of a Bulletin, permitting rotation of the unit to another location. Can also refer to Poster sheets.
Setback -- The distance measured from the line of travel to the center of the advertising panel.
Shipping Instructions -- An itemized list of shipping information for use by printers to ship sheets to plant operators.
Short Approach -- Applies to an advertising panel which is fully visible for 40' to 75' to pedestrian traffic; 100' to 200' to vehicular traffic moving faster than 35 mph; 75' to 150' to traffic moving slower than 35 mph.
Showing -- The total number of panels in a buy. The common advertising weights are #100, #75, #50, and #25. GRP/ Showings which relate directly to the population of the market. Showing size does not indicate the actual number of panels involved.
Sidewalk Displays -- Backlit displays with copy area 46" wide x 67" high, located at parking venues (garages or lots).
Silk Screen -- Another term for screen printing; a method for producing small quantities of Posters, employing silk screen material to separate colors.
Single Facing -- A panel is classified as a single facing if it is 25' from another Poster panel or 50' from another Bulletin along the line of travel.
Skirting -- Material mounted immediately below the face of bulletins which improves the presentation of the display.
Ski Area Displays -- Poster displays located strategically at ski areas/ resorts.
Snipe -- Refers to a small added strip along a Poster design to announce special or revised messages.
Solar-Powered Panels -- The technology and equipment currently exists to illuminate panels with stored electricity generated by photo-electric cells, very much like the ones that power space satellites.
Special Surface Effects -- Some advertisers have experimented with mounting reflective disks on painted Bulletins to make their copy sparkle or shimmer in such a way as to create the illusion of motion and texture.
Spectacular -- An Out-of-Home structure built to specifications of one advertiser for use over a long term. The copy is presented in a spectacular or out-sized fashion through a variety of devices: embellishments, special light effects, 3D features, etc.
Spot Colors -- Color Tones used independently in a printed piece for a specific need (i.e., Coca-Cola's shade of red), or in overlapping combinations (including those with process colors).
Spotted Map (Location Map) -- Map of a market with dots (spots) showing the placement of panels for a general or specific buy. Some are now computer-generated.
Stacked Panels -- Advertising panels with the facings built one above the other. Also called decked panels.
Standardized Structures-- Outdoor advertising structures constructed in accordance with the specifications established by the OAAA.
Station Posters -- Refers to Poster panels located on train, subway or commuter rail platforms; several sizes available.
Stock Poster -- A standard design for a specific category of business which may be purchased and used by advertisers in that category merely by adding their trade name to the stock Poster design.
Super City Panels -- Backlit framed Posters affixed to streetside of phone booth kiosks, illuminated at night, with visibility to vehicles and pedestrians.
Super-King Bus Posters -- Posters affixed to the sides of public buses with largest Transit format 30" high x 240" wide.
Sun Shelters -- Advertising panels built as integral part of beach locale sun shelters.
Surface Arteries -- The major streets of a city or town, easily accessible; usually have restricted parking.
Taillight Displays/ Headlight Displays -- Panels affixed to tail area of public transit buses or Posters affixed to the front end of public buses between headlights.
Target Audience -- Profile of the most desired prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc.
Taxi Displays/ Taxi Tops -- Advertising structures affixed to taxicabs, either on roof or at rear. Roof panels are called taxi tops and are generally backlit at night.
Thirty Sheet Poster--A standardized Poster display structure commonly 12'3" x 24'6" in overall size with a copy area of approximately 9'6" x 21'7".
Traffic Audit -- The authentication of circulation of Out-of-Home media as applied to the advertising structures. Data are collected either by official (government) count or by hand count. In all cases, counts are verified by the TAB (Traffic Audit Bureau).
Traffic Audit Bureau (TAB)/ for Media Measurement -- The Traffic Audit Bureau is the official national authority for circulation authentication of Out-of-Home Media. It is a third-party, independent organization supported by advertisers, advertising agencies and media owners, and applies statistically-reliable counting procedures.
Traffic Count -- The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the potential exposure of Out-of-Home structures.
Traffic Flow -- A graphic presentation of the traffic volume along any system of streets, arteries or highways. Indicated by width of lanes which vary with the amount of traffic carried.
Traffic Origin Studies -- Research which provides advertisers with information about audiences passing Out-of-Home media, not just those in immediate vicinity of the individual location. Collected license plate date are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to Out-of-Home advertising.
Transit Advertising -- Those Out-of-Home media appearing on the exterior or interior of public transportation vehicles or stations (buses, trains, commuter rail, subways, platforms, terminals, etc.)
Transit Shelter Displays -- Advertising panels that are an integral part of a free-standing covered structure located at bus stops. Most are backlit and offer 24-hour illumination.
Traveling Displays -- Posters used on the sides of buses, available in a variety of sizes.
Trestles -- Displays affixed to overhead railroad bridges providing large size, head-on visibility to traffic.
Tri-Face -- 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.
Two-Sheets/ C-Store Displays -- Framed Posters placed near entrances of convenience stores, independent grocery stores, and other retail points-of-sale.
Unilluminated Panel -- An advertising panel not equipped with illumination. See also regular panels.
Unzoned Commercial and Industrial Area -- Used by local jurisdictions where there is no comprehensive zoning in place or where a locality cannot zone. Billboards are allowed in unzoned commercial and industrial areas, where other legitimate business activity takes place.
Urban Panel -- Available in subway systems at station entrances; copy area measures 28" high x 58" wide.
Vinyl -- A shiny, tough and flexible plastic material.
Vector Image -- A computer image that uses geometrical primitives (such as points, lines, polygons and Bezier curves) to produce mathematical descriptions of paths for the graphic.
Vegetation and Landscape Maintenance -- Highway landscaping practices commonly employed by utility industries, roadside businesses located along public right of ways, and billboard companies. The Out-of-Home industry encourages vegetation and landscape maintenance in compliance with state and local laws and regulations.
Video Billboards -- Development is underway to produce large screens that can be mounted on a painted Bulletin. These screens will beam full color ads to motorists from sundown to midnight. Potentially, Out-of-Home advertising may even include holographic displays, laser lighting systems, and satellite transmissions to enable advertisers to produce virtually any effect they desire on their Out-of-Home displays.
Video Drive-By -- Technology enabling buyers to view plant operator's inventory of locations via video recording. Can be married with other computer databases to make buying Out-of-Home easier and more efficient, potentially eliminating or minimizing need for personal market visits.
Wave Posting -- Concentration of Poster showings in a succession of areas within the market. Usually coincides with special promotions in the designated areas.
