Terminology

Terminology

Advertising Schedule – The scheduled time for an advertisement to run on a digital sign.

Approach – The point at which billboard ad copy becomes visible to travelers.

Color Mode – Both RGB and CMYK are modes for mixing color in graphic design. As a quick reference, the RGB color mode is best for digital work, while CMYK is used for print products.

Concept / Customer Proof – Proofs are a preview of how a design will look when displayed and will help you verify that the entire job is accurate. There are important details that should be reviewed each time you receive one.

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

Copy – The words used on a digital billboard.

Cost Per Thousand (CPM) – The cost of every one thousand exposures accumulated by an advertising campaign.

Cross-Read – When a traveler is driving and has to look across the road of travel to view a billboard.

Digital Billboard – A digital sign with LED lighting that illuminates your advertisement.

Distribution – The placement of billboards across a market and the demographic of the market in which they are placed.

DOT (per state) – Department of Transportation for a particular state. (i.e. Missouri = MODOT)

Face – A billboard front

Frequency – The average number of times an individual has the opportunity to view a digital billboard advertisement.

Impressions – The number of times a billboard advertisement is shown.

Left-Hand Read – A digital face on the left side of the road.

OAAA – Out of Home Advertising Association of America

OOH Advertising – Out-of-home advertising refers to digital or traditional billboard messaging.

Pixels – Tiny squares expressed in points, or dots, per inch.

POP (Proof of Performance) Report – Proof of Performance reports typically include the vendor name, structure number, advertiser name, flight dates, products advertised, summary of message played, times message played and photos of the ad being played on the specific billboard structure.

Raster – Images that are made up of pixels.

Reach – The percentage of a target audience that will potentially see an advertising message during a specific time period.

Resolution – Refers to the detail of the image. Images with low resolution have less detail and images with high resolution have more details. Resolution is typically measured in pixels per inch (PPI) or dot per inch (DPI).

Ride Sheet – A single sheet that includes an image of the billboard, city/state and the address or GPS location of the structure, traffic count and impressions, display size and contact information and branding.

Right-Hand Read – A digital face on the right side of the road.

Start Date – The date in which a contract begins and a customer’s advertisements will begin on a digital billboard.

Static/Vinyl Billboard – A traditional billboard with a vinyl advertisement.

Traffic Audience – The number of travelers passing by a billboard face, as determined by the local department of transportation.

Traffic Count – The average number of cars that pass by a face in a day.

Vector – Images that are made up of lines and shapes.