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)
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.
Print Media
Pass-along Audience
Readers of magazines or newspapers who did not purchase the publication. Also called Secondary Audience.
Print Media
PBW, P4C
Abbreviations for Page Black & White and Page Four Color.
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.
Print Media
Publisher’s Statement
A notarized statement from the publisher of total circulation, geographic distribution, method of getting subscriptions, etc.
Print Media
Publishers Information Bureau (PIB)
A syndicated source of monthly reports on advertising activity in major consumer magazines, reported by product or service category.
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.
Print Media
Readers Per Copy
Average number of readers for one copy of a newspaper or magazine.
Print Media
Regional Edition
An edition of a national publication’s circulation that falls in a certain geographic area for which advertising may be purchased separately, usually at a cost premium.
Print Media
Remnant Space
Magazine space sold at reduced prices at the last minute when another advertiser’s materials do not arrive or to fill out regional editions.