Out of Home (OOH) Glossary
Out of Home (OOH)
Distribution
The strategic placement of OOH units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered.
Out of Home (OOH)
DMA – Designated Market Area
A television market area defined by Nielsen Media Research that is also used by advertisers for multi-media planning. DMAs are non-overlapping and cover the entire United States.
Out of Home (OOH)
Dwell Time
The interval of time when a consumer is in close proximity to an OOH ad.
Out of Home (OOH)
Effective Reach
The number of persons within the target audience exposed to the advertising schedule an average of three or more times.
Out of Home (OOH)
Embellishment
Letters, figures, mechanical devices or lighting that is attached to the face of an OOH unit to create a special effect.
Out of Home (OOH)
Exposure
As derived from TAB’s visibility research, a physiological or behavioral measure of actual eye contact with an OOH media unit and its advertising. TAB OOH Ratings are derived from the adjustment of circulation or passing to those who notice the advertising.
Out of Home (OOH)
Extension
An area of copy made as a cut out that falls outside the basic restraints of a bulletin or poster.
Out of Home (OOH)
Face
The surface area on an OOH unit where advertising copy is displayed. A structure may have more than one face.
Out of Home (OOH)
Facing
The cardinal direction that an OOH unit faces. As an example, a north facing bulletin is viewed by vehicles traveling south.
Out of Home (OOH)
Finishing
The method used to hem the edges of posters and bulletins. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.
Out of Home (OOH)
Flighting
The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Digital Media & Advertising
FPO
For Position Only – this is not the final content, but its dimensions are accurate
Out of Home (OOH)
Frequency
The average number of times an individual notices an OOH advertising message during a defined period of time. Frequency in OOH advertising is typically measured over a four week period, but can be reported for any campaign length.
Out of Home (OOH)
Geopath OOH Ratings
The Geopath ratings system was designed to provide OOH advertising with credible metrics comparable other measured media. This is achieved with a sophisticated research program specifically designed to measure audiences who actually see advertising on OOH ads throughout the country. The integrated research method implemented incorporates research and expertise in the areas of circulation, visibility […]
Out of Home (OOH)
Gross Rating Points (GRPs)
The total number of in-Market impressions delivered by an OOH schedule expressed as a percentage of a market population. One rating point represents impressions equal to 1 percent of the market population.
Out of Home (OOH)
Impressions
The total number of times people are likely to notice an ad on an OOH display. Gross impressions are those delivered against a demographic audience for an advertising schedule. In-Market impressions are the average number of times people that live in a defined market (e.g. a DMA or CBSA) are likely to notice an ad […]
Out of Home (OOH)
Junior Poster
A standardized poster format, typically measuring 6’ x 12’; formally known as an 8 Sheet.
Out of Home (OOH)
Lifestyle/Retail
Out of home media that are used to create customized advertising programs that generally target specific consumer audiences. Lifestyle/Retail includes, but is not limited to: arena and stadiums, placed based, digital networks, health clubs/restaurants/bars, exterior placed based (i.e. airborne, marine, resorts and leisure).
Out of Home (OOH)
Likelihood to See (LTS)
The portion of the OTS (Opportunity to See) audience who are likely to see an ad. OOH is the first medium in the US to move from reporting OTS audiences (DECs) to LTS (Likely to See) audiences, which can also be referred to as commercial audiences.
Out of Home (OOH)
Line of Sight
The simultaneous viewing of more than one OOH unit.
Out of Home (OOH)
Location List
A listing of all locations and displays included in a specific OOH program.