Out of Home (OOH) Glossary
Out of Home (OOH)
Market
Geographically defined areas used to buy and sell media. Standard markets definitions are DMAs and CBSAs.
Out of Home (OOH)
Market Ride
The physical inspection of the units that comprise an out of home program in a market – either pre-buy or post-buy.
Out of Home (OOH)
Message Duration
The interval of time when a digital OOH advertising message is viewed.
Out of Home (OOH)
Mobile Billboard
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.
Out of Home (OOH)
Off-Premise Sign
A sign that advertises products or services that are not sold, produced, manufactured or furnished on the property where the sign is located. An OOH display is an off-premise sign.
Out of Home (OOH)
On-Premise Sign
A sign that advertises products or services that are sold, produced, manufactured or furnished on the property where the sign is located.
Out of Home (OOH)
OOHtech
Out of Home technology refers to the application of innovative techniques, methods, and processes used to develop and advance the product offerings of the out of home advertising industry.
Out of Home (OOH)
Opportunity to See (OTS)
A basic measure of media exposure. OTS estimates are measures of media exposure (e.g. magazine readership or the TV program exposures) and not the advertising. OTS is today’s standard for reporting ratings for all media types except OOH.
Out of Home (OOH)
Out of Home Media (OOH)
All media formats specifically intended to reach consumers outside the home.
Out of Home (OOH)
Percent Composition
The percent of the total audience for a display or schedule that a brand target demographic group comprise.
Out of Home (OOH)
Place-Based Media
OOH media used to create customized advertising programs generally targeting specific consumer audiences. This includes advertising in, but is not limited to: arenas and stadiums, retail video retail networks, health clubs and gym, bar and restaurants, and movie theaters.
Out of Home (OOH)
Plant
A term used to identify a media company and its entire OOH advertising inventory in a market.
Out of Home (OOH)
Polyethylene (PE)
Polyethylene is a widely used plastic thermoplastic polymer consisting of long chains of monomer ethylene. It is used to make single sheet posters or other billboard substrates and is recyclable.
Out of Home (OOH)
Polypropylene (PP)
Polypropylene is a widely used thermoplastic polymer with an intermediate level of crystallinity between that of low-density and high-density polyethylene. It is used to make single sheet posters or other billboard substrates and is recyclable.
Out of Home (OOH)
Polyvinyl Chloride (PVC)
Polyvinyl Chloride is a thermoplastic polymer constructed of repeating vinyl groups or ethenyls having one of their hydrogens replaced with a chloride group. The vinyl is commonly used as an advertising substrate for bulletins and some poster products.
Out of Home (OOH)
Poster
A standardized poster format, typically measuring 12’3” x 24’6”; formally known as a 30-Sheet Poster.
Out of Home (OOH)
Posting Date
The date when a poster program is scheduled to commence. A five day leeway is customary.
Out of Home (OOH)
Posting Instructions
Detailed directions provided to an OOH company by an advertiser or agency assigning specific copy to specific locations.
Out of Home (OOH)
Printed OOH Media
Any OOH display that uses a printed substrate to display advertising content.
Out of Home (OOH)
Proof-of-Performance (POP)
Certification by an OOH company that contracted advertising services has been rendered.
Out of Home (OOH)
Reach
The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign.