OOH A-Z Glossary of Terms

Sometimes it seems like advertising has its own language, and that’s especially true for out of home. What are reach and frequency? How do you calculate a gross rating point? Why is it called a wallscape?

ALLOTMENT

How many units you need to reach the gross ratings points you desire for a campaign.

ALTERNATIVE MEDIA

Often called experiential media, this term covers a broad range of OOH advertising beyond traditional billboards, including engaging, dynamic events designed to captivate audiences in public spaces.

ANNUAL AVERAGE DAILY TRAFFIC (AADT)

The average number of vehicles passing a specific point on a highway each day over the course of a year.

APPROACH

The measured distance during which a billboard or other outdoor advertisement is visible, starting from the point it first becomes distinguishable to the point where its text can no longer be read.

AUDIENCE DELIVERY

The total number of people who view an outdoor advertisement, typically measured using:

• Reach and Frequency: The percentage of the target audience exposed and how often they see it.
• Ratings: The percentage of the total audience reached compared to the population.
• Impressions: The total number of times the ad is viewed.

AUGMENTED REALITY

Interactive technology that overlays digital imagery or sounds onto the real world. It enhances what we see and experience, making it a powerful tool for OOH displays, including transit shelters.

AWARENESS

Recall of ads, which may depend on the size or originality of the creative.

BILLBOARD

The most popular form of outdoor advertising, accounting for the largest share of advertising. They come in several different sizes.

BULLETIN

The second-biggest type of billboard, ranking behind only spectaculars. Usually freestanding structures on the side of a freeway. They come in three sizes.

BUS BENCHES

Not sure you can get more self-explanatory: Advertising on the bench you sit on to wait for the bus. It reaches you at street level.

CAMPAIGN PERIOD

The duration for which an out-of-home advertising campaign runs. The campaign period is carefully planned to maximize audience reach and impact based on the advertiser’s goals and budget.

CANCELLATION PERIOD

The designated timeframe during which an advertiser can cancel an out-of-home advertising campaign without incurring penalties. This period is outlined in the contract and varies based on the media provider and campaign terms.

CHARTING

The process of selecting strategic locations and determining the duration of an outdoor advertising campaign. Charting ensures optimal placement and timing to achieve maximum visibility and engagement with the target audience.

CITY INFORMATION PANELS

Freestanding, eye-level displays located in urban areas that combine public information, such as maps or transit schedules, with advertising space. These panels are typically placed in high-traffic areas like sidewalks, transit stops, and tourist hubs to engage both locals and visitors.

COPY AREA

The portion of an outdoor advertisement dedicated to the message or design, including text, images, and graphics. The copy area is strategically designed to ensure clarity, readability, and maximum impact within the viewer’s limited attention span.

CREATIVE

The visual and textual content featured on your out-of-home display. Typically consisting of eye-catching graphics and compelling text, the creative is the most attention-grabbing element of the advertisement, designed to captivate and communicate your message effectively.

DEC (Daily Effective Circulation)

The average number of people, either in vehicles or on foot, who pass by an OOH display daily. This metric accounts for both visibility and the location’s traffic volume, serving as a foundational measure for campaign planning.

DEMOGRAPHICS

The statistical characteristics of a population used to identify and target specific audiences for OOH campaigns. Common demographics

DIGITAL OUT OF HOME

Refers to screens or digital content used in outdoor and indoor advertising spaces, including digital billboards and OOH video networks. These dynamic displays enable real-time updates and engaging visuals to capture audience attention effectively.

DISTRIBUTION

The strategic placement and allocation of out-of-home advertisements across various locations to maximize audience reach and campaign effectiveness. Distribution ensures ads are positioned where they will have the most impact based on target demographics and traffic patterns.

DWELL TIME

The duration a person remains near an out-of-home advertisement, providing an opportunity for them to notice and engage with the message.

DYNAMIC CONTENT

Creative assets in DOOH campaigns that adapt in real-time based on external triggers such as weather, time of day, traffic conditions, or user data. For example, a coffee ad might change to show iced coffee on hot days and hot coffee on cold days.

EXPOSURE

The measure of how many people view or come into contact with an out-of-home advertisement. Exposure is a key metric for determining the reach and potential impact of a campaign.

EXTENSION

A design element that extends beyond the standard dimensions of a billboard or other outdoor advertising display. Extensions create a unique, eye-catching effect by breaking the traditional rectangular shape, often incorporating 3D elements or creative outlines to enhance visibility and engagement.

FACE

The visible surface of an outdoor advertising structure where the ad is displayed, such as the front panel of a billboard or the side of a transit shelter.

FIRST RIGHT OF REFUSAL

A contractual agreement granting an advertiser the option to renew or extend their use of an out-of-home advertising space before it is offered to other advertisers. This ensures the advertiser has priority access to a desirable location.

FLIGHT

The duration of an outdoor advertising campaign. For billboards, a standard flight usually spans four weeks, although the length can vary depending on the campaign strategy and goals.

FREQUENCY

The number of times an individual is exposed to an outdoor advertisement within a specified period. Frequency helps measure the repetition needed to reinforce the ad’s message and drive recall.

GEOFENCING

Location-based targeting using GPS to serve mobile ads to users near specific OOH placements, enhancing audience engagement and campaign measurement.

GEOPATH

Previously known as the Traffic Audit Bureau (TAB), Geopath is a non-profit organization that provides standardized audience measurement for out-of-home (OOH) advertising. It offers data-driven insights on audience impressions, demographics, and behaviors to help advertisers evaluate the effectiveness of their OOH campaigns.

GROSS RATING POINT

A single rating point equals 1% of a market’s population. A gross rating point is the total in-market impressions your campaign delivers divided by the total population.

GUERILLA ADS

Unconventional and highly creative advertisements designed to grab attention and spark curiosity in unexpected places. Guerilla ads often rely on surprise, humor, or interactive elements and are executed in public spaces such as sidewalks, parks, or urban areas to create a memorable impression with minimal costs.

HIGH IMPACT

A term used to describe large, visually striking outdoor advertisements, such as spectaculars or wallscapes, which capture the audience’s attention and leave a lasting impression.

HOLD PERIOD

The amount of time an ad stays displayed on an outdoor advertising medium, such as a billboard, before it is replaced by a new campaign.

ILLUMINATED

Refers to outdoor advertising displays enhanced with lighting to ensure visibility during nighttime or low-light conditions. Illuminated ads often use spotlights, backlighting, or LED systems to maintain their impact and readability around the clock.

IMPRESSION

A metric that represents the number of times an advertisement is viewed or potentially viewed by an audience. Impressions are a key factor in determining the reach and success of an outdoor campaign.

IN-MARKET IMPRESSIONS

The number of individuals within a specific market area who are exposed to an outdoor advertisement. In-market impressions are used to measure the localized reach of a campaign.

INDOOR ADVERTISING

Refers to advertisements placed inside locations such as malls, transit stations, restaurants, and bars. Though indoors, it is still considered a part of out-of-home advertising.

INVENTORY

The total collection of OOH advertising spaces available for sale within a specified network or location. Inventory includes billboards, transit ads, street furniture, and more, providing advertisers with a range of placement options.

JUNIOR POSTER

A smaller-sized outdoor advertising display, also known as an 8-sheet poster. Junior posters are typically used in urban neighborhoods to target pedestrians and local traffic with focused messaging.

KEY DEMOGRAPHIC

The primary audience or group of people an advertising campaign is designed to reach. Key demographics are often defined by factors like age, gender, income level, or location.

KIOSK ADVERTISING

Advertising displays located on freestanding kiosks in high-traffic areas such as malls, transportation hubs, and urban sidewalks. These displays often combine functional information, like maps or directories, with advertising space.

LEAD TIME

The amount of time required to plan, produce, and execute an out-of-home advertising campaign. Lead time includes activities like securing locations, creating materials, and scheduling installations to ensure a smooth campaign launch.

LEFT READ

A term for billboards or advertisements visible to traffic traveling on the opposite side of the road. Left reads are also known as cross reads.

LINE OF SIGHT

The clear and unobstructed view of an out-of-home advertisement from a specific angle or distance. Ensuring a strong line of sight is crucial for maximizing visibility and impact, whether for drivers, pedestrians, or commuters.

LOCATION LIST

A detailed inventory of all the locations included in an outdoor advertising campaign. This list helps advertisers strategically map out their campaign’s reach and impact.

MALL DISPLAYS

Backlit advertisements with two or three sides, typically found in shopping malls. These displays target shoppers and create high visibility in bustling retail environments.

MARKET

The geographic area where your campaign takes place, such as Los Angeles. Markets are often defined by population, demographics, and regional boundaries.

MESSAGE DURATION

Refers to the length of time a digital out-of-home advertisement is displayed on the screen. This metric helps measure the exposure time for dynamic content.

MOBILE BILLBOARD

Advertisements displayed on vehicles such as trucks or buses, or towed behind them. Mobile billboards are designed to bring the advertisement to the audience by moving throughout urban areas. Learn more about mobile billboard advertising.

MURAL

A mural is a large-scale advertisement painted or applied directly onto the side of a building or wall.
Murals are a creative and eye-catching form of out-of-home (OOH) advertising, often blending artistry with
brand messaging to engage local audiences and make a lasting impression. They are typically located in
high-traffic urban areas and can serve both as a promotional tool and a piece of public art.

NET REACH

The total number of unique individuals exposed to an advertisement during a campaign. Net reach is used to measure the unduplicated audience size.

NONSTANDARD UNITS

Outdoor advertising displays that do not conform to traditional sizes or shapes, often customized for specific campaigns. Examples include oversized posters or uniquely shaped installations.

OAAA

The Out of Home Advertising Association of America, a trade organization that represents and advocates for the out-of-home advertising industry.

OBIE AWARDS

An annual awards program hosted by the OAAA that recognizes outstanding creativity in out-of-home advertising campaigns. Learn more about OBIE finalists.

OPPORTUNITY TO SEE (OTS)

A metric in advertising that estimates the number of times an audience has the chance to view an out-of-home advertisement. OTS is a standard for measuring potential exposure.

OUTDOOR ADVERTISING

A broad category of advertising that includes any display outside the home, such as billboards, transit ads, and street furniture. Learn more about outdoor advertising.

OVERRIDE

The extension of an outdoor advertising campaign beyond its originally scheduled run time. Overrides are typically offered at no additional cost to the advertiser by the media vendor.

PERMANENT BULLETIN

A long-term outdoor advertising display located in a prime, high-traffic area. Permanent bulletins are typically leased for extended periods, ensuring consistent exposure and brand presence in key locations.

PHONE KIOSKS

Outdoor advertising displays located on or around public phone booths. These eye-level placements offer high visibility in urban areas, often targeting pedestrians and nearby traffic with impactful messaging.

PLACE-BASED MEDIA

Out-of-home advertising displays located in specific venues like grocery stores, stadiums, movie theaters, and other high-traffic areas. These ads target audiences based on the context and environment of the location.

POLYETHYLENE

A durable plastic material commonly used in the production of bulletins and posters for outdoor advertising. Known for its weather-resistant properties, polyethylene ensures that advertisements remain vibrant and intact despite exposure to the elements.

POLYVINYL CHLORIDE (PVC)

A durable and weather-resistant plastic material commonly used for creating outdoor advertising displays like billboards and banners. PVC is valued for its flexibility, strength, and ability to maintain vibrant graphics under various environmental conditions.

POSTER

Commonly referred to as 8 sheets, posters are a smaller form of outdoor advertising compared to bulletins. Typically placed along surface streets, they are designed to engage pedestrians and drivers in urban neighborhoods.

POSTING DATE

The scheduled date when an outdoor advertisement is installed and made publicly visible. The posting date is critical for aligning campaign timelines and ensuring the ad reaches the target audience at the optimal time.

POSTING INSTRUCTIONS

Detailed guidelines provided to outdoor advertising installers specifying how, where, and when to place advertisements. These instructions include information about the location, orientation, materials, and timing to ensure accurate and effective campaign execution.

POSTING WINDOW

The specific time period when an outdoor ad is put up and made visible to the public. The posting window helps ensure the ad is installed on time to match the campaign’s schedule and goals.

PROGRAMMATIC DOOH

The automated buying and placement of digital out-of-home (DOOH) ads using technology platforms. Programmatic DOOH leverages data, such as audience demographics or real-time conditions (e.g., weather), to deliver ads to the right audience at the right time.

PROOF OF PERFORMANCE

A certification provided by outdoor advertising companies to confirm that an ad campaign has been executed as agreed. This documentation typically includes photos of the installed advertisements, timestamps, and location details to assure clients that their campaign has been successfully delivered and meets contractual expectations.

RATE CARD

An official price list provided by OOH media owners detailing the costs for various ad units, locations, and campaign durations. Rate cards often include seasonal pricing variations and discounts for bulk bookings.

READ

Refers to the side of a billboard that is visible to viewers from their perspective.

• Right Read: The side of the billboard visible to people traveling on the right side of the street.
• Left Read: Also called a cross read, this is the side of the billboard visible from across the road or to traffic on the opposite side.

REPOSTING CHARGE

A fee the advertiser pays to change creative before the campaign term ends.

RIDE

Traveling to and looking at the inventory you want to buy, such as visiting a billboard to see what sort of condition it is in and how much visibility the highway offers.

SHARED SPACE ADVERTISING

An advertising format where multiple brands share the same OOH unit, typically on a rotating basis. This cost-effective solution allows smaller advertisers to access premium locations without the expense of full-time ownership.

SHARE OF VOICE (SOV)

A metric used to measure a brand’s advertising presence compared to competitors within a specific market or medium. In out-of-home advertising, SOV represents the percentage of total available ad space occupied by a brand during a campaign, highlighting its dominance and visibility in that environment.

SHOWING

A metric in outdoor advertising that indicates the level of market exposure or coverage for a campaign. Often expressed as a percentage, a “showing” represents the portion of the target audience likely to see the advertisement within a specific timeframe, such as a 50 showing (50% of the audience).

SPECTACULAR

A large, high-impact outdoor advertising display designed to create maximum visibility and a lasting impression. Spectaculars are often found in prime locations, such as busy urban centers or iconic landmarks, and may include advanced elements like lighting, 3D features, or interactive technology to captivate audiences.

STREET FURNITURE

Advertising displays integrated into eye-level structures found along streets. Examples of street furniture include fountains, memorials, bus benches, and barriers. These installations are a versatile option for outdoor advertising campaigns, ensuring high visibility for both pedestrians and drivers.

STREET-LEVEL ADVERTISING

Ads at eye level targeting pedestrians and street traffic. Includes bus stops, benches, trash cans, kiosks, and floor graphics to engage urban audiences.

TARGET AUDIENCE

The people you want to reach with your advertisement.

TARGET RATING POINTS (TRPs)

A metric that reflects the percentage of a specific target audience exposed to an ad during a campaign. Calculated as GRPs (Gross Rating Points) tailored to a particular demographic, TRPs measure how effectively a campaign reaches its intended audience.

TRADITIONAL MEDIA

This is a catchall term for non-digital media, and it includes all non-digital out of home, like billboards, street furniture, and transit advertising.

TRANSIT DISPLAYS

Ads displayed on forms of public transport, such as:

• Buses
• Trolleys
• Subways

TRANSIT SHELTER

A structure positioned near the curb where people wait for buses or other public transportation. These shelters are prime locations for impactful transit shelter advertising, offering brands an opportunity to connect with a diverse and attentive audience.

TRANSTI ZONE

Areas designated for OOH advertising within transit environments such as airports, train stations, subway platforms, and bus terminals. Transit zones capture audiences during their commutes, offering high dwell times and repeated exposure.

TRI-VISION

An outdoor advertising display featuring three rotating panels that alternate to show multiple messages on the same billboard. Tri-Vision boards offer dynamic visuals and cost-effective use of ad space, capturing attention through movement and variety.

VISIBILITY ADJUST IMPRESSION

A metric that refines audience impressions by adjusting for factors like distance, angle, and obstructions that may affect the likelihood of an ad being seen. VAIs provide a more accurate estimate of campaign reach compared to raw impressions.

WALLSCAPE

Wallscapes are the largest and most commanding form of outdoor advertising, displayed prominently on the sides of buildings—or large walls. These massive ads can span hundreds of feet in height, making them nearly impossible to miss.

Wild Posting®

A high volume of posters strategically placed in a concentrated area to grab attention and create a bold visual impact. Commonly found on construction site barriers or building walls, Wild Posting® is designed to stand out through its sheer density and placement.

Have questions about these terms or want to incorporate them into your next campaign? Contact DASH TWO to learn more.

WRAPS

Large vinyl ads covering vehicles, buildings, or other surfaces. Commonly used on buses, cars, and even airplanes to create high-visibility, mobile or stationary branding.