Allotment
The number of units required to achieve a desired GRP level in a market. Traditional poster panel showings consist of a quantity of illuminated and non-illuminated displays that will vary by market size and population.
Audited circulation
The certification of traffic circulation. The Traffic Audit Bureau (TAB) independently audits records and circulation data for outdoor advertising according to established national procedures approved by the buyer and seller community.
Bulletin
The largest standardized outdoor format, typically measuring 14' x 48' in overall size. Sold either as permanent displays or in rotary packages.
30-Sheet Poster
A standardized poster format, typically measuring 12'3" x 24'6".
8-Sheet Poster
A standardized poster format, typically measuring 6' x 12'.
Circulation
A measurement of traffic volume in a market.
Coverage
The boundaries of a market, the percentage of a county or counties exposed to an outdoor advertising campaign.
CPM - Cost Per Thousand
The cost of reaching one thousand advertising exposure opportunities in a market.
Daily impressions or Daily Effective Circulation
Also called DEC. The estimated number of impressions generated by a fleet vehicle on an average day.
Demographic profiles
Audience breakdowns based on various characteristics such as age, gender, income and education.
Face
The surface area on an outdoor unit where advertising copy is displayed. A structure may have more than one face.
Flight
The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Frequency
The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency in outdoor advertising is typically measured over a four week period.
GRP - Gross Rating Point
The total number of impressions delivered by a media schedule expressed as a percentage of a market population. One rating point represents a circulation equal to 1% of the market population.
Impression
The number of people who have an opportunity to see an ad in a given period of time.
Media mix
The combination of media types used together to meet the objectives of a media plan.
Net reach
The total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage.
OOH - Out Of Home
All advertising specifically intended to reach consumers outside the home.
Outdoor
The term refers to any form of media that carries advertising messages to consumer audiences outside the home. Outdoor products are divided among four primary categories: billboards, street furniture, transit and alternative media.
Permanent bulletin
A bulletin that remains permanently located at a specified site throughout the term of a contract, usually for long periods.
Reach
The approximate percentage of a target audience's population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four week periods.
Rotary bulletin
A standardized 14' x 48' bulletin moved to different locations in a market at fixed intervals, usually every 60 or 90 days, to achieve greater reach in the market.
Showing
A level of delivery that directly relates to the population of the market. Typical showing levels are: #100, #75, #50 and #25 GPR/Showings. The number of vehicles involved in an actual showing varies by market depending on the total market population and the average DEC of the market's inventory.
Surface arterials
Major streets in towns or cities that carry a heavy flow of vehicular traffic.
Target audience
The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption and purchase behavior.