Out of Home (OOH) Glossary
Out of Home (OOH)
Bulletin
The largest standardized OOH format; typically measuring 14’ x 48’ in overall size. Sold either as permanent displays or in rotary packages.
Out of Home (OOH)
Bus Shelter
A curbside structure located at regular stopping points along urban bus routes.
Out of Home (OOH)
Campaign
The interval of time when an OOH advertising campaign is run.
Out of Home (OOH)
Cancellation Period
A specified period of time when a contract can be terminated.
Out of Home (OOH)
CBSA (Core Based Statistical Area)
Defined by the United States Office of Management and Budget, a metropolitan area within a larger markets (e.g. DMA) containing a substantial population nucleus, together with adjacent communities having a high degree of economic and social integration with that core. CBSA’s are a standard geography for buying and selling media.
Out of Home (OOH)
Charting
The process of selecting and scheduling individual unit locations to maximize OOH advertising objectives.
Out of Home (OOH)
Circulation
A measurement of traffic volume in a market. Circulation only estimates the number of people with an opportunity to see an out of home display and, therefore, is no longer a credible measure of an OOH audience and is out of step with other media metrics.
Out of Home (OOH)
Co-op
The sharing of advertising costs between a manufacturer and distributor or dealer.
Out of Home (OOH)
Commercial Audience
Audience estimates of people exposed to actual advertising. TAB OOH Ratings are the first media measurement system providing true commercial audiences of OOH advertising rather than audiences that are merely exposed to editorial content (e.g. read a magazine, read a newspaper or tuned to a TV program, etc.)
Out of Home (OOH)
Continuity
The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks.
Out of Home (OOH)
Copy Area
The viewing area on an OOH unit.
Out of Home (OOH)
Count Station
A section of road with a specific traffic pattern. Count stations contain traffic estimates and the demographic composition of that traffic.
Out of Home (OOH)
Coverage
1. Based on the defined geographic parameters of a market, expressed as DMAs, CBSAs, groups of counties, or individual counties, also known as coverage area. 2. Coverage can also be the percent of the population within any of these geographic areas that can be reached by the total inventory of a media operator.
Out of Home (OOH)
CPM – Cost Per Thousand
The cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market.
Out of Home (OOH)
CPP – Cost per Ratings Point
The cost of advertising exposure opportunities that equals one rating point in any geographically defined market.
Out of Home (OOH)
Cross-Read
An advertising display which is visible across traffic lanes on the opposite side of the roadway.
Out of Home (OOH)
Custom Market
Any market used by a plant or advertiser other than a DMA or CBSA. Custom markets are used by plants or advertisers to highlight OOH delivery within relevant geographic areas. Custom markets are generally counties or groups of counties.
Out of Home (OOH)
Daily Effective Circulation (DECs)
The historical OOH audience measurement system. DECs are the average number of persons, in cars or other vehicles, passing and potentially exposed to an advertising display.
Out of Home (OOH)
Digital Billboard
Billboards that can change advertising content using digital technology. Content is static with multiple advertising message presented in rotation every few seconds.
Out of Home (OOH)
Digital OOH Media
Any OOH display that can change its advertising content using addressable screen technology.
Out of Home (OOH)
Digital Place-Based Media
Addressable OOH screens that change advertising content remotely, excluding roadside digital OOH media such as billboards and bus shelters. Digital place-based media includes a broad range of content including static messages and full motion video with an audio track.