Out of Home (OOH) Glossary
Examples of print media include books, business cards, brochures, coupons, ads in magazines or newspapers, ads on billboards, postcards and even product packaging.
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.
Print Media
Gutter
The blank space between margins of facing pages of a publication.
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 […]
Print Media
Insertion Order
Written instructions from the advertiser or agency authorizing a publication to run a specific advertisement in a specific issue. Also specifies cost per ad and size of ad, as well as any request for special position in the publication.
Print Media
Island Position
A print advertisement surrounded completely by editorial.
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.
Print Media
Line Rate
The cost per agate line for newspapers.
Out of Home (OOH)
Location List
A listing of all locations and displays included in a specific OOH program.
Print Media
Magazine Supplement
The magazine section of a Sunday newspaper produced either locally or nationally.
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.
Print Media
Net Paid Circulation
A term used by ABC for the circulation of a publication for which at least 50% of the subscription or newsstand price has been paid.
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.