P.O. Box 395
Fremont, NE
P. 402-721-3333

 
Glossary

Allotment - The number of units required to achieve a desired GRP level in a market. Traditional poster panel showings consist of illuminated and non-illuminated displays that will vary by market size and population.

Alternative - Media Outdoor formats that do not fall into the categories of: billboards, street furniture or transit. Most alternative media is used to create customized solutions for advertisers.

Annual ADT - Annual Average Daily Traffic. 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 figures, taking into account seasonal variance, weekly changes and other variables.

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.

Audited - The certification of traffic circulation. The TAB is an independent auditing bureau responsible for verifying traffic circulation in a market.

Audited Circulation - The Traffic Audit Bureau for Media Measurement (TAB) independently audits records and circulation data for outdoor advertising according to established national procedures approved by the buyer and seller community. Similar to the Audit Bureau of Circulations (ABC).

Cancellation Period - A specified period of time when a contract can be terminated.

Charting a Showing - The process of selecting individual unit locations to maximize outdoor advertising objectives.

Circulation - Traffic volume in a market.

Code of Industry Principles - A set of voluntary principles, prescribed by the OAAA, that pledges a commitment by its members to operate in the public interest.

Computer Production - The process of rendering artwork digitally onto a single-sheet vinyl display surface.

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

Copy - Artwork displayed on an outdoor billboard.

Copy Area - The viewing area on an outdoor billboard.

Coverage - The boundaries of a market. The term also refers to the percentage of a county or counties exposed to an outdoor advertising campaign.

CPM - Cost per thousand. The term refers to the cost of reaching one thousand advertising exposure opportunities in a market.

CPP - Cost per gross rating point. The term refers to the cost of advertising exposure opportunities that equal one gross rating point in a market or one percent of the population.

Creative Brief - Detailed marketing objectives that pertain to the design of an outdoor campaign.

Daily Impressions - The estimated number of persons passing an outdoor location on an average day.

DEC - Daily Effective Circulation. The average number of persons passing and potentially exposed to an advertising display for either 12 hours (non-illuminated 6:00am to 6:00pm) or 18 hours (illuminated 6:00am to 12:00 midnight).

Demographic - Profiles Audience breakdowns based on various characteristics such as age, sex, income and education.

Display Period - The interval of exposure when an outdoor advertising campaign is viewed.

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 DMA's cover all of the continental United States, Hawaii and parts of Alaska.

DOT - Department of Transportation. 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's audited by the Traffic Audit Bureau.

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.

Net Reach - Net reach refers to the total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage.

Non-Confirming Sign - A billboard which was legally erected but does not comply with subsequently enacted sign restrictions.

Extensions - The area of design made as a cutout that extends beyond the basic rectangular space of an advertising structure.

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

traffic count - Traffic count refers to the number of vehicles passing a given point. Official machine counts are regularly conducted by city, county and state governments, or hand counts may be performed. Factors are then applied to these raw numbers to convert them to daily effective circulation (DEC) for the location.

Tri-Vision - An advertising display where, through the use of triangular louver design, copy for three different advertisers an be displayed in pre-determined sequence of the moving panels.

Vinyl - A single-sheet substrate on which an advertising message is rendered by either computer production or hand painting. Vinyl is primarily used on the face of bulletins.