Every industry has its lingo and out-of-home (OOH) 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 data and other 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: One of several sizes of billboard. Also referred to as a ‘classic’ billboard, these are the largest type of billboard.
Campaign: A group of advertisements that focus on a single theme.
Channel: The way your advertisement reaches an audience (e.g., billboards, email marketing, sales calls)
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 advertising impressions cost.
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.
F, G, H, I, J
Face: The number of displays on a billboard. A two-sided billboard has two faces, one that can be seen from each travel direction.
Facing: The direction that billboard faces.
Head On: A billboard facing traffic.
Impressions: The number of people who have a chance to see your billboard in a period of time.
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.
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; people who are your potential customers.
Traffic Count: The number of pedestrians and vehicles passing by your billboard.
U, V, W, X, Y, Z
Vehicle: The way your advertisement is delivered to an audience.