What Does That Mean? 29 Outdoor Advertising Terms Defined

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Every industry has its 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!

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Penneco Outdoor Advertising
Address: 6608 Rte 22, Ste 307, Delmont, PA 15626
Phone: 724-461-1041
Email: Outdoor@Penneco.com
Hours: Monday-Friday: 8:30 – 5:00

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