What Does That Mean? 29 Outdoor Advertising Terms Defined

What Does That Mean? 29 Outdoor Advertising Terms Defined

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.

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.

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.

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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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