What Does That Mean? 29 Outdoor Advertising Terms Defined

Every industry has it’s lingo and out-of-home advertising is certainly no exception.  Here are 29 outdoor advertising terms that business owners don’t always know explained in plain and simple language.  

A, B, C

Ad Audience: All people who see or could see your ad during a particular time period.   Analytics: Meaningful information and patterns used to explain, predict, or improve performance.   Billboard:  A large advertising display that can be seen from a distance.   Brand Awareness: How well potential and current customers know your company, service, product, or message.   Bulletin:  The largest type of billboard.   Campaign:  A group of advertisements that focus on a single theme.   Channel: The way your advertisement reaches an audience.   Commercial Audience:  The estimated number of people exposed to your billboard.   Copy: The words in your advertisement.   Cost per Acquisition:  How much money it takes to get a customer.   Cost per Thousand (CPM):  How much 1,000 impressions costs.  

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D, E

Designated Market Area DMA:  The geographical location that your billboard reaches.   Digital Billboard: Billboards that use technology to show your ads.   Direct Response:  An advertisement that encourages viewers to do something immediately.   Dwell Time:  The amount of time a viewer can see your billboard.   Embellishment: Physical objects or lighting that attach to your billboard face to create a special effect.   Extension:  Something added to your billboard that goes beyond the rectangular space.  

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F, G, H, I, J

Face:   The number of displays on a billboard.   Facing: The direction that billboard faces.   Head On:  A billboard facing traffic.   Impression:  The number of people who have a chance to see your billboard in a period of time.    

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K, L, M, N, O

Out of Home Advertising (OOH):  AKA Out of Home Media. All advertising that reaches people outside their homes.   Outdoor Advertising: Advertising that people see outside.  

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P, Q, R, S, T

Poster Panel:  A billboard that is printed rather than painted.    Reach:  The estimated number of people who are exposed to your billboard.   Target Audience:  The group of people you want to see your ad.   Traffic Count: The number of pedestrians and vehicles passing by your billboard.  

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U, V, W, X, Y, Z

Vehicle:  The way your advertisement is delivered to an audience.     Check out more of our user friendly Resources here!]]>