Advertising Structure . A physical structure constructed by a media company to display advertising. The structures are built to standard specifications. Advertising messages are applied to structures using many different techniques.

Adview Guide. A device used to evaluate design copy readability in a studio prior to full-scale reproduction for out-of-home media placement.

Airborne / Airship Display . Advertising affixed to airborne vessels, such as airplanes and blimps.

Airport Advertising . A variety of advertising displays are available at airports, ranging from wall-mounted dioramas (backlit wall posters) to freestanding islands or specially built exhibits.

Allotment. The number of advertising units required to achieve a desired GRP level in a market. The number of panels in a GRP program is referred to as the market allotment, which will vary from market to market.

Alternative Outdoor Media. Out-of-home media that is used to create customized advertising programs that generally target specific consumer audiences. Alternative outdoor media includes, but is not limited to: stadium/arena/speedway signage, airborne/airship displays, marine vessel displays, beach panels, ski resort panels, golf course panels, rest area panels, bicycle racks, gas pumps, parking meters and postcards.

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 545 or more agencies of various sizes. AAAA agencies place close to 80% of all advertising appearing in the US. 4-A's has developed standards of practice and its contacts are used by most advertising agencies. This includes a standard Out-of-Home contract. 4-A's operates an Out-of-Home Media Committee that works with the industry on behalf of its members.

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 (i.e remove outdoor advertising signs) 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. Out-of-Home advertising structures are built for maximum visibility to vehicles approaching them. 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 (AADT). Measurement representing the total number of vehicles passing a specific highway 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.

Approach. The distance measured along the line of travel from the point where the out of home unit first becomes visible to the point where copy is no longer readable (having passed out of sight).

Apron. A narrow substrate attached below the display surface of a bulletin structure that is used to cover necessary construction support beams.

Arena Display. A variety of advertising formats available in arenas, ranging from wall mounted dioramas (backlit posters) to rink or court-side panels.

Arteries or Arterials . The major streets of a city or town.

Association of National Advertisers (ANA). One of the industry's oldest trade associations, (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 the U.S.. ANA's Out of Home Committee addresses issues of concern to advertisers using or considering those media to ensure maximum effectiveness.

Audience Delivery. The size of an audience exposed to out of home advertising usually measured over one or more weeks. Audience delivery can be represented using several expressions, including : a GRP level, ratings or gross impressions.

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 (Avail). The available media space for sale at any given time. Common to all media.

Average Date of Completion. Method of averaging the installation dates of several out of home locations purchased in a single contract, reflecting the fact that some locations are completed and exposed to an audience earlier or later than others.

Awareness. The recalled recognition of an out of home advertising message by an individual or audience.

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.

Back-to-Back Sign . An off-premise sign consisting of two displays facings oriented in opposite directions with not more than two faces per sign facing.

Bar Coding. Technology similar to supermarket Universal Product Code (UPC) data whereby locations, times, and other installation information can be scanned and electronically captured to verify the execution of an out of home contract.

Beach Advertising . Advertising panels affixed to lifeguard towers or other structures located at or near a beach.

Bicycle Rack Panel. Advertising attached to public bicycle racks that are commonly found on college campuses or in civic center areas.

Billboard. Standardized large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but are not limited to: bulletin, wall murals, wrapped posters, 30-sheet posters and 8-sheet posters.

Bill Poster. The plant operator employee who places the advertising vinyl or paper on the advertising structure.

Billroom. Place where advertising paper is stored and prepared for the bill poster's use.

Blanking. White paper border surrounding the poster copy area. Applied between the poster and panel molding. Measurements set by industry standards.

Bleed Poster . Design copy that completely covers the display area of a poster panel.

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.

Blimp. Light-than-air vessels ranging to hundreds of feet in length which carry specially constructed advertising displays; scheduled to fly over major sporting and other events for massive exposure. Smaller, tethered and unmanned blimps are also used for promotional purposes at point-of-sale, civic center, etc.

Blister. Paint or paper sometimes separate from an out of home structure by forming air pockets or a blister.

Blocked Panel . An Out of Home advertising structure whose view has been obstructed on a more or less permanent basis.

Boards. Common terms for posters and bulletins.

Booked. Acceptance of a contract for advertising space by the plant operator.

Bulletin. The largest standard format of outdoor media, the most common size is 14'H x 48'W. Design copy is most commonly reproduced on vinyl, then wrapped around the bulletin structure. Design copy can also be painted directly on the surface of the bulletin or printed on paper than applied. Bulletins are sold either as permanent displays or in rotary packages.

Bus Bench Panel. Advertising attached to the backrest of a bus bench.

Bus Panel . Advertising panels attached to the exterior or interior of a public bus.

Bus Shelter Panel (Transit Shelter Panel). A standard backlit advertising panel that is an integral component in free-standing structures located at bus stops.

Buyer's Guide to Outdoor Advertising . A rate and panel allotment source for out of home media. Presently published twice annually by CMR under the auspices of the OAAA.

Campaign. An advertising program. Common to all media.

Campus Kiosk. Free-standing display located on college campuses that often incorporates a campus directory.

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 (Train Cards) . Advertising displays of various sizes posted in buses, subways, and commuter trains.

Changeable Message Sign. A sign with the ability to change content by means of manual or remote input.

Channel Letters. Sheet metal letters with recessed surfaces designed to accommodate incandescent bulbs or luminous tubing.

Charting or Showing . The process of scheduling the placement of proposed or actual design copy onto out of home locations. The term showing is gradually being replaced by GRP.

Checking. Physical inspections of the market locations to verify that the delivery meets contract specifications.

Circulation. Traffic volume in a market.

City Panels . Displays affixed to the streetside of phone booth kiosks with visibility to vehicles and pedestrians.

Coat Out . The process of covering design copy with white or gray paint before new design copy is painted onto a vinyl surface.

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

Collating Posters . Posters are made up of individual paper sheets. These sheets are organized or collated in the sequence needed so that the bill poster will post the advertising message properly.

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 color for artwork in which non-standard colors are specified; also called color swatches.

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, identifying signs that are free standing or placed on roofs, walls or other outdoor surfaces of business establishment or factories for purposes 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 products or services in the same market area.

Computer Printing / Painting . Method of applying design to flexible vinyl via computer technology; ensures 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.

Computerized Electronics . Computerized LED or other electronic displays on Out of Home advertising structures; enables a computer operator to change the advertising message electronically on a continual basis.

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

Continuity. The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks. Continuity is the fundamental component of Regency Theory.

Convenience Store Panel (C-Store Panel). Point-of-purchase units that are positioned at the entrance of convenience stores with the same dimensions as bus shelter panels.

Cooperative Account (CO-OP) . Methods of sharing costs of advertising offered by a manufacturer to distributors, dealers, or retailers. Common to all media.

Copy Area . The message area on an advertising structure.

Cost Per Thousand (CPM) . The cost of potentially reaching one thousand potential viewers of an out of home panel. The formula for calculation: the monthly cost divided by the circulation in thousands.

Counting Station. A point located between two major streets where it is assumed that traffic is constant. All advertising panels assigned to a counting station receive the same traffic count figure.

Coverage. The defined geographic parameters of a market.

Creative. Design copy rendered or produced for use as Out of Home advertising.

Credit. The allowance given by the media provider for loss of service; most commonly given as extended service, added service or refund.

Cross-Read. An advertising display which is visible across traffic lanes on the opposite side of the roadway.

Cut-Outs; Extensions; Embellishments . Temporary 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) . Average number of persons18+ potentially exposed to an advertising display for either 12 hours (unilluminated- 6:00am to 6:00pm) or 18 hours (illuminated - 6:00am to 12:00 midnight). Also called daily impressions.

Day-Glo. A trade name for certain inks or lacquers that become fluorescent when activated by the ultraviolet rays of sunlight or special illumination.

Demographic Profiles. Audience breakdowns based on various characteristics such as age, sex, income, education or ethnic composition.

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 DECs audited by the TAB (Traffic Audit Bureau).

Designated Market Area (DMA). A rigidly defined geographical area used by A.C Nielsen to measure the geographic reach of television stations in a specific region. Non-overlapping DMA regions exist throughout the continental United States, Hawaii and most of Alaska.

Diorama. A large backlit unit usually located in interior environments with heavy pedestrian traffic. Diorama displays are commonly found in airports, subways or rail stations and arena.

Direction (Facing) . The direction an Out of Home panel faces.

Directional Sign . 1) A sign erected for the convenience of the public such as for directing traffic movement or identifying public facilities but containing no advertising. 2) An advertising sign whose purpose it is to direct the public to the advertiser's premises.

Discount. Reduction in quoted base space rates usually earned by contract continuity.

Display. A non-standardized out of home advertising structure.

Display Period . The length of an out of home advertising program expressed in days or weeks

Distribution. The physical location of the individual advertising structures within a market relative to exposure potential.

Doubled Faced Sign . An advertising structure with two adjacent faces oriented in the same direction and not more than 10 feet apart at the nearest point between the two faces.

Dye Transfer . Opaque, high-fidelity color print made from artwork. Permits wide range of color correction during laboratory processing.

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). Common to all media.

Eight-Sheet Poster . A standardized Panel (usually 6' x 12', with 5' x 11' copy area) 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.

Electronic Message Sign or Center . An electrically activated changeable sign whose variable message capability can be electronically programmed.

Embellishments. Letters, figures, mechanical devices or lighting that is attached to the surface of an outdoor unit to produce special effects.

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.

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 Out of Home media program beyond the period specified in the contract.

Extension. The area of design made as a cut-out that extends beyond the basic rectangular space of a standard 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.

Eye Catchers (Reflective Disks) . Metallic disks attached to the surface of an outdoor structure that shimmers in sunlight.

Face. 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.

Fading. 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 US Secretary of Transportation, as of June 1, 1991 for the control of outdoor advertising under provisions of the Highway Beautification Act of 1965, as amended.

Fiber Optic Display . An innovative use of electronic light transmitting fibers to create changeable copy displays.

Five Star Award . An award presented to an out of home media company that complies with strict operating standards prescribed by the OAAA.

Flagging. A tear in paper used on the advertising structure, causing the paper to hang loose and flag.

Fleet Displays . Ad displays affixed to the sides of the commercial trucks and trailers operating in metropolitan areas and over the road.

Flexible Face (Vinyl) . A substrate on which an advertising message is rendered by either computer production or hand painting.

Flight. A period of time. The length of an advertising campaign, sometimes divided into distinct segments of time. Common to all media.

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 vinyl material.

Geo-Demographic Mapping . The method of identifying specific audience segments on a map, as they relate to out of home locations, both geographically and demographically.

Global Positioning Systems (GPS) . Highly accurate location system which precisely pinpoint surface locations in terms of exact latitude and longitude using hand-held instruments that communicate with orbiting satellites.

Golf Course Displays . A variety of advertising formats available at golf course and practice range complexes.

Gross Impressions . Gross Impressions refer to the total number of impression opportunities registered against the target audience by a GRP / Showing.

Gross Rating Point (GRP or TRP) . A method for measuring an audience with duplicated circulation over a period of time. GRP levels for out of home media refer to daily circulation expressed over a week. One rating point represents the circulation equal to 1% of a market population. Common to all media.

Hand Count . Used to count circulation (potential exposure) when no official source of traffic counts is 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 to the face of the structure.

Hightail Bus Panel . A standard panel affixed to the upper portion of the back exterior of public buses.

Hightail Display . Poster affixed to the upper portion of the rear end of buses; copy area 15-1/2 high x 63 wide.

Highway Beautification Act . Federal legislation enacted on October 22, 1965. Commonly called the Lady Bird Johnson Act, it controls outdoor advertising along 306,000 miles of Federal-aid Primary, Interstate and National Highway System (NHS) roads. The HBA allows the location of billboards in commercial and industrial areas, mandates a state compliance program and development of state standards, promotes the expeditious removal of illegal signs and requires the payment of just (i.e cash) compensation for billboard acquisition and removal.

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 as required under the HBA.

Illuminated Sign . Advertising display with electrical equipment installed for illumination of the message with artificial light at night, or in early morning darkness. Either internally illuminated through its surface or externally illuminated by reflection off its surface.

Impression . Exposure to an advertising message by an individual. Common to all media.

Imprint. A placard featuring the name of a media company that is affixed to an advertising structure molding or casing.

In-Store Display . Indoor Advertising panels located in stores and other retail venues with heavy pedestrian traffic.

Indoor Advertising . Indoor advertising panels located in heavy pedestrian traffic areas, such as public restrooms and nightclubs.

Inflatables. Gas-filled, three-dimensional displays for use at point-of-sale or special events; usually taking the shape of a product, trademarked character.

Information Kiosk Panel . Advertising affixed to a free-standing kiosks that are typically located in civic centers or areas with heavy pedestrian traffic.

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 (Market Ride) . The pre-buy evaluation and selection of out of home locations based on the physical viewing of specific structures in a market.

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.

Just Compensation . Just compensation is an amount paid for the rights and interests of the sign and site owner based on fair market value estimate. The Highway Beautification Act of 1965, as amended, requires the payment of just compensation for the removal of an off-premise sign along a federally-controlled highway.

King Size Bus Panel . Long standardized advertising panels affixed to the exterior of public buses.

L.Ray Vahue Award . An award presented by the OAAA to an individual who has made significant contributions in marketing the out of home industry

Lease. An agreement which permits an out of home media company to erect an off-premise advertising structure on a specific location, with approval by the land owner, for a specified period of time.

Light Emitting Display (LED. An electronic device that channels light through tubes to create patterns that can produce changing video displays.

Line. The roadside on which an outdoor structure is positioned along a highway or street.

Line of Sight . The viewing of separate out of home structures within the same field of vision.

Line of Travel . The center of a lane of traffic moving in one direction.

Lithography. A popular printing method for producing large quantities of photographic quality posters 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 (Posting List) . A list of all locations included in an out of home media program.

Location Map (Spotted Map) . A map annotated with all the locations included as part of a specific out of home media program.

Make Good (Adjustment) . Credit applied to an advertiser's contract when a loss of service occurs or other reasons that might obligate a modification of compensation.

Mall Displays . Backlit advertising structures located at strategic points in shopping malls; usually two or three-sides, often includes directory format.

Mandatory Copy . Copy required by law to appear on advertising of certain products, e.g. pharmaceuticals, common to all print media.

Mapping (Geo-Demographic Mapping) . The method of identifying specific audience segments on a map, as they relate to out of home locations, both geographically and demographically.

Marine Vessel Display . A variety of advertising formats affixed to marine vessels.

Market (Plant Defined) . The defined area wherein a plant operates; can also refer to coverage (percentage of population potentially exposed to the advertising). Out of Home media can also be sold in sub or niche markets (portions of larger metro areas).

Market Geography . A geographic region of media coverage defined by either a market DMA, MSA or PDA.

Market Ride (Inspection) . The pre-buy evaluation and selection of out of home locations based on the physical viewing of specific structures in a market.

Marketplace (Market) . The defined area where a media company operates. The term also refer to coverage (percentage of a population potentially exposed to an advertising message.) Out of home media is also sold as niche markets (portions of larger metropolitan areas.)

Mass Transit (Mass Transportation) . Public conveyances such as buses, trains, subways and other rapid transit commuter systems.

Media Buying Service (Outdoor Placement Specialists) . Specialists in planning and buying out of home media and monitoring field operations for advertisers and agencies.

Media Mix . The combination of different media forms into a single advertising program to meet the overall objectives of a media plan. Out of home media can enhance the overall effectiveness of a media mix, particularly by increasing reach and frequency and by establishing brand continuity over time.

Mobile Advertising Report Generator (MARG. A methodology developed by TAB for facilitating the estimate of the number of people likely to see an advertisement on the side of a truck.

Mobile Billboard . A truck that is equipped with one or more standard poster panels that are intended for viewing while the vehicle is parked at a specified location or while driving along a designated route.

Molding (Trim) . The frame of metal, plastic, fiberglass or wood which surrounds the face of an advertising structure.

Monday Posting . The practice of starting an advertising program on a Monday. Common to all media.

Monopole (Unipole) . A structure fabricated on a single steel pole or column.

MSA ( Metropolitan Statistical Area) . The US Government uses a three-tiered classification of metro markets. The purpose of this Census system of market designation is to enable the 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 within that nucleus.

Multiple Facing . A billboard structure where there are two or more adjacent (within 25') or stacked panels facing the same direction.

Multiple-faced sign (Post-Turn or Trivision) . An off-premise sign comprised of sections which rotate to display a series of advertisements, each advertisement being displayed for at least six seconds continuously without movement.

Myles Standish Award . The highest honor bestowed by the OAAA, the award recognizes an individual who has made significant contributions to the out of home industry over an extended period of time.

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

Newsstand /Newsrack Panel . Advertising affixed to newsstand or newsrack structures.

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

Number of Units . The total out of home units in a contracted advertising program. The number of units are based on the planned GRP or TRP level of a program.

Obie Awards . An annual award program that recognizes creative excellence in out of home media. The Obie Awards program is administered by the OAAA.

Off-Premise Sign . A sign structure advertising an establishment , merchandise, service or entertainment activity which is not sold, produced, manufactured or furnished at the property on which the sign is located. A billboard is an off-premise sign.

Official Count . A traffic count taken from official (governmental) sources such as city, state or county Departments of Transportation.

On-Premise Sign (Commercial Sign) . A sign which advertises goods or services offered by business enterprises on the property where the sign is located for identification. Not considered Out of Home Media.

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.

Open Space . An out of home advertising location that is not under contract by an advertiser.

Out of Home Media . All advertising that influences individuals outside the home. All forms of outdoor advertising are considered out of home media. Radio and Broadcast specifically intended for use outside the home are also considered out of home media.

Out of Home Media Source . A comprehensive source book listing many types of out of home media, the markets where the media is available and basic rates. Published by Standard Rate & Data Service (SRDS).

Out of Service . An advertising structure temporarily or permanently unavailable for use as part of an out of home program.

Outdoor Advertising Association of America (OAAA) . Founded in 1891, the OAAA is the national trade association that represents and supports out-of-home media operators, suppliers, affiliates and international members. The mission of the OAAA is to promote, protect and improve the outdoor advertising medium by focusing on legislation, marketing, product improvement, new technologies and industry unity.

Outdoor Media . Advertising that is displayed outside of the home and on sign structures that are owned by a media company or other third party entity.

Outdoor Media Plan of the Year Award . An annual award program that recognizes planning excellence in out of home media. The award is administered by the OAAA.

Outdoor Placement Specialists (Media Buying Service) . Specialist in planning and buying out of home media and monitoring field operations for advertisers and agencies.

Outside Panel . Advertising panel located closest to the edge of the street, where two or more panels are positioned side-by-side.

Overlay (Snipe) . A paper strip or price designation, such as dealer imprint for a promotion, which is pasted on the face of an existing advertising panel.

Override. The continuation of an out of home advertising program beyond a contracted period. An override is provided at no additional cost to an advertiser.

Package of Locations . All specific advertising panels included in an out of home media program.

Painted Wall . Advertising message (not a designation sign) painted directly on building surface for high impact visibility, often several stories high.

Panel . An out of home advertising display with a standardized size dimension.

Panels Per Facing (PPF) . The number of panels - one, two or more - on a given advertising structure which face the same direction.

Parking Meter Panel . Advertising affixed to public parking meters.

Pedestrian Panel . A standard backlit panel with the same dimensions as a bus shelter panel.

Permanent Bulletin . A 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, Federal-Aid Primary Highways and the National Highway System. Localities may also require permits for billboards .

Phone Kiosks . Backlit displays affixed to street telephone facilities.

Photosheet. A single page report that specifies the exact location of a billboard, key advertising benefits associated with the location and a photograph of the structure.

Place Based Media . Non-Standardized advertising that is strategically positioned to influence specific target audiences in locales where they are likely to congregate.

Plant. The term Plant refers to an out of home advertising company in a geographical location. It may also refer to all the advertising structures in a market operated by such a company.

Plant Defined Market (PDM) . The geographic area of media coverage that is defined by a local out of home operator and based on total county coverage.

Plant Operator . A company or individual who operates and maintains out of home advertising structures.

Plant Operator Statement . Independent verification of the circulation numbers of TAB member outdoor plants based on field audits conducted by TAB. Presently available for bulletins, 30 sheets, eight sheet posters, transit shelters and truckside advertising.

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 US government's three tiered system of metro area classification. PMSA's 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, PMSA's are the components of Consolidated Metropolitan Statistical Areas (CMSA's) 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.

Post-Ride . An in-market field check of out of home locations after advertising copy is in place.

Post-Turn (Multiple Faced Sign or Trivision) . A sign with multiple advertising surfaces that rotate to display a series of advertisements, each advertisement being displayed for at least six seconds continuously without movement.

Poster. Paper or vinyl advertising sheets that are hung by hand onto advertising structures.

Poster ( 8 Sheet) . An advertising panel with copy area measuring 5' high x 11' wide.

Poster (30 Sheet) . An advertising panel with copy area measuring 9'6 high x 21'7 wide.

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.

Poster Panel . An advertising structure on which standardized posters are displayed.

Posterization. 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 main illustration / product a three dimensional effect, with bold contrasts.

Posting Cycle (Posting Period) . The length of an out of home media program, generally measured in weeks.

Posting Date . The date on which posters in an out of home advertising program are scheduled for display. Most plants have flexible posting dates to coincide with special advertising promotions.

Posting Instructions . Detailed information sent 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 schedule posting date. Allows the company to complete posting without penalty in the event of a delay caused by weather conditions or unforeseen circumstances.

Posting List (Location List) . A list of all locations included in an out of home media program.

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.

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 in 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.

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 out of home program.

Premiere Panel (Vinyl Wrapped Poster) . A standard display format created by stretching a vinyl substrate over a standard 30 sheet poster panel and molding.

Premiere Square (Square Vinyl Wrapped Poster) . A standard display format created by stretching a vinyl substrate over two stacked standard 30 Sheet poster panels and moldings.

Proof of Performance . Certification signed by a public notary that advertising services have been delivered in accordance with a contract. Certification is provided within 21 days from the commencement date of an advertising program.

Propinquity. Nearness in time and space to a purchase decision.

Proposal. A quote that is provided to an advertiser by a media company, specifying service and cost provisions associated with an advertising program. Common to all media.

Public Service (PSA) Copy . Advertising of a civic or philanthropic nature placed in the interest of the community welfare. Not counted in audited circulation.

Queen Size Bus Poster . Posters affixed to the sides of public buses with copy area of 27 x 85.

Rail Advertising . Station or terminal advertising that is positioned in close proximity to train tracks.

Rain-Lap . Poster sheets trimmed so that the upper sheets overlap the lower sheets, similar to the way shingles are laid on a roof. This lessens the possibility of flagging due to rain seepage between the poster and the panel face.

Rate. The quoted or printed cost of out of home advertising, usually stated for a total program GRP level on a per week or month basis.

Rating Point . One rating point equals 1% of a market's population.

Reach. Reach is an estimate of percentage of the total target audience's population, which will be potentially exposed to the advertising message one or more times during all advertising programs. Common to all media.

Real Estate Rep / Lease Person . The plant employee who negotiates with landlords to build signs on their property.

Rear Bus Panel . A standard panel affixed to the back exterior of public buses.

Rear Display (Bottom) . Rear end bus posters - below window.

Rear Display (Top) . Rear end bus posters - upper portion.

Recall. The recognition of an out of home advertising message by an individual or audience, generally based on a verbal stimulus.

Reflective Disks (Eye Catchers) . Metallic disks attached to the surface of an outdoor structure that sparkle or shimmer in sunlight.

Regular (Panel) . Term used to designate advertising structures which do not have illumination. Preferred term is unilluminated.

Renewal Paper (Overage) . 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.

Rest Area Advertising . Advertising located in or near highway rest areas and truck stops.

Return on Investment (ROI) . The measurable revenue associated with a specific advertising program. Common to all media.

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 a highway which is under control of a city, county or state, etc. Billboards are typically located on private land adjacent to the highway right of way. Bus shelters and other OOH media are generally placed on public rights of way.

Rotating /Rotary Bulletin . The movement of an advertiser's message from one bulletin location to another within a market at stated intervals to achieve greater reach in the market.

Satellite Lighting 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.

Schedule. Advertising programming. Common to all media.

Scrape. To remove old or expired posters designs from the panel face to ensure a smooth posting surface.

Screen Printing . Method of printing for small to moderate quantity runs, which employs stencils rather than metal plates.

Sections. Removable wooden pieces of a bulletin, permitting rotation of the unit to another location. Can also refer to poster sheets. Being replaced by vinyl wraps.

Setback. The distance measured from one line of travel on a highway or street to the center of the advertising panel. Is also expressed as the distance from the property line to the structure.

Shipping Instructions . An itemized list of shipping information for use by printers to ship to a media company to plant operators.

Shopping Mall Advertising . A standard backlit advertising structure located on shopping mall property with a size consistent to a bus shelter panel. Most mall advertising structures include a mall directory and multiple advertising panels.

Showing. The number of panels in a given market required to reach a fixed percentage of its population daily, generally represented as 25, 50, 75 and 100. Indigenous to outdoor, the term does not include the number of panels, which varies by market and is being phased out in favor of Gross Rating Points (GRP) levels.

Sidewalk Displays . Backlit displays with copy area 46 wide x 67 high, located at parking venues (garages or lots).

Sign. A physical structure located outside the home that is used to advertise a product or service, provide information or indicate a direction.

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 poster panel positioned at least 25' from another poster panel or a bulletin positioned at least 50' from another bulletin along the same line of travel and facing the same direction.

Ski Area Displays . Poster displays located strategically at ski areas and resorts.

Snipe (Overlay) . 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.

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.

Speedway Advertising . A variety of advertising formats available along speedway, ranging from trestle displays to track-side panels.

Spotted Map (Location Map) . A map annotated with all the locations included as part of a specific out of home media program.

Square Wrapped Poster (Premiere Square) . A standard display format created by stretching a vinyl substrate over two stacked standard 30 Sheet poster panels and molding.

Stacked Panels (Decked Panels) . Two advertising panels built vertically, one above the other, and facing the same direction.

Stadium Advertising . A variety of advertising formats available in stadium, ranging from wall-mounted dioramas (backlit posters) to field-side panels.

Standardized Unit . Advertising structures constructed in accordance with specifications established by the OAAA.

Station Advertising . Advertising panels located in subway or commuter rail stations or on transit platforms. Sizes vary.

Stock Poster . A standard design for a specific category of business which may be purchased and used by advertisers in that category merely be adding their trade name to the stock poster design using a snipe.

Street Furniture . Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at a curbside to influence vehicular traffic. Street furniture includes, but is not limited to: bus shelters, information kiosks and shopping mall panels.

Structure. A physical framework on which out of home advertising is affixed or positioned.

Subway Advertising . Advertising panels located in subway or commuter rail stations or on transit platforms. Sizes vary.

Sun Shelters . Advertising panels built as integral part of beach locale.

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.

Surface Arteries . The major streets of a city or town, easily accessible; usually have restricted parking.

Syndicated Resource . Information provided by an independent and accredited third party source.

Tabview. Custom software developed by the TAB to facilitate its members' audit preparation.

Taillight / 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 . A desired group of prospective consumers who are most likely to consider the purchase of a particular product or service. Target audiences are often defined by specific demographic characteristics such as product consumption, purchase behavior, age, gender or many different social classifications.

Taxi Displays / Cab Tops . Advertising structures affixed to taxicabs, either on the roof or at the rear. Roof Panels are called taixtops and generally backlit at night.

Thirty Sheet Poster (30 Sheet) . A standardized advertising panel positioned throughout a market for exposure to vehicular and pedestrian traffic.

Total Rating Points (TRP or GRP) . A method for measuring an audience with duplicated circulation over a period of time. TRP levels for out of home media refer to daily circulation expressed over a week. One rating point represents the circulation equal to 1% of a market population. Common to all media.

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 and verified by the TAB (Traffic Audit Bureau).

Traffic Audit Bureau (TAB) for Media Measurement . Founded in 1933, 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 by a government agency or other statistically reliable counting procedure; 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 data or toll booth research is correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to out of home advertising.

Train Cards (Car Cards) . Advertising displays of various sizes located inside buses, subway cars and commuter trains.

Transit Advertising . Advertising displays affixed to moving vehicles or in the common areas of transit stations, terminals and airports. Transit displays include, but are not limited to: interior and exterior bus panels, subway and rail panels, airport panels, taxi panels and truckside panels.

Transit Shelter Panel (Bus Shelter Panel) . A standard backlit advertising panel that is an integral component in free-standing structures located at bus stops.

Traveling Displays . Posters used on the sides of buses, available in a variety of sizes.

Trestle Displays . Displays affixed to overhead railroad bridges providing large size, head-on visibility to traffic.

Tri-Action or Trivision Displays . 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.

Trim (Molding) . A frame of metal, fiberglass, plastic or wood that surrounds the surface of an outdoor advertising structure.

Truckside Panel . Advertising affixed to the exterior of a truck or onto panels mounted on a truck.

Two-Sheet C-Store Displays . Framed posters placed near the entrances of convenience stores, independent grocery stores, and other retail point-of-sale.

Two-Sheet Panel (2-Sheet) . A standard backlit advertising panel with a size consistent to a bus shelter panel.

Ubiquity. Even saturation and distribution of a market with out of home advertising structures.

Unilluminated Panel . An advertising panel not equipped with illumination, thus providing 12-hour exposure. See also regular panels.

Unipole (Monopole) . Advertising structures fabricated to support advertising panels on a single street pole or column.

Unit. An out of home advertising location.

Unzoned Commercial and Industrial Area . A local jurisdiction where comprehensive zoning is not enforced. Billboards are permitted in unzoned commercial and industrial areas.

Urban Panel . Available in subway systems at station entrances; copy area usually measures 28 high x 58 wide but may vary.

V-Type Sign . An off-premise sign structure which consists of multiple sign facings placed at angles to each other, oriented in different directions and not exceeding 10 feet apart at the nearest point to each other.

Vegetation and Landscape Maintenance . Highway landscaping practices commonly employed by utility industries, roadside businesses located along public right of ways and out of home advertising companies. The Out of Home Industry encourages vegetation and landscape maintenance in compliance with state and local laws and regulations.

Video Billboards . Bulletins, posters or wallscape with screens that can 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, laws permitting.

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.

Vinyl (Flexible Face) . A substrate on which an advertising message is rendered by either computer production or hand painting.

Wall Mural . An advertising display applied directly onto the exterior surface of a building. Wall murals are commonly painted directly onto a wall surface. However, a painted or printed vinyl substrate can also be applied to a wall surface, depending on the location.

Wave Posting . Concentration of poster showings in a succession of areas within the market. Usually coincides with special promotions in the designated areas.

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