Glossary

Agency Commission

Commission paid to an advertising agency, by a media company, for placing business

Approach

Distance measured along the line of travel from the point where the billboard first becomes visible to the point where copy can no longer be read.

Arteries

The major streets of a town.

Audited (circulation)

Circulation data for outdoor media that has been independently verified according to nationally established standards.

Availability or Avails

Billboard space available for sale at a given time.

Bulletin

The largest of the standardized outdoor advertising structures located primarily on major highways, expressways or principal arteries. Bulletins rapidly achieve high levels of exposure. Bulletins can be customized with extensions and other creative embellishments.

Color Proof

A full color output of the final artwork, used for final approval before printing.

Completion Report

A document provided by the billboard company to verify installation of a campaign in accordance with posting instructions.

Copy Area

The complete advertising message, including all text and graphics.

Cost Per Thousand (CPM)

The cost of reaching one thousand potential viewers of an advertisement.

Right Hand Read

A billboard that is located on the same side of the artery in the viewer is traveling.

Cross Read

A billboard display on the opposite side of the road, visible across oncoming traffic.

Daily Effective Circulation (DEC)

The opportunity exposure of a billboard. DEC represents the average number of potential viewers over a 12 hour period for non-illuminated. 18 hour period for structures illuminated until midnight, or 24 hour period for dusk to dawn illuminated structures.

Digital Printing

High resolution, computer controlled ink jet printing that produces high quality images.

Extensions

Add-ons to the billboard extending beyond the standard display area.

Face

The surface of a billboard that displays the advertising message. A billboard may have more than one face.

Facing (Direction)

The direction a billboard faces. A West billboard facing is exposed to Eastbound traffic.

Flex

Heavy duty vinyl material used for digitally printed billboards. Flex material provides greater durability and continuity.

Frequency

The average number of times an individual has the opportunity to be exposed to an advertising message during a period of time.

Gross Impressions

The total number of impression opportunities over a given period of time.

Gross Rating Points (GRP's)

The total number of impressions delivered by a media buy, relative to the market population. One rating point represents a circulation equal to 1% of the market population.

Head On

A billboard structure built perpendicular to oncoming traffic.

Illuminated Structure

Billboard structures equipped with lighting to illuminate the display face.

Side

The side of an expressway or artery on which a billboard is placed.

Line of Sight

Direction from which billboard can be viewed. A given structure may have more than one line-of-sight.

Location List

A list describing the location of all billboards proposed or sold.

On-Premise Sign 

A sign advertising goods or services sold where the sign is located. The McDonald's golden arches would be an example of an on-premise sign.

Permanent (Perm)

An outdoor media unit contracted by a single advertiser for an extended period of time.

Plant

The term "plant" refers to a billboard company as a whole, including all of its structures and the markets in which they operate.

Posting Instructions

Detailed information sent to the billboard company by an advertiser or agency, regarding the proper installation of the ad copy.

Riding

Viewing the billboards from your car as a potential consumer may do on a his/her day to day travels.

Gross Rating Point

A measure equal to 1 percent of the market population.

Reach

The approximate percentage of the population exposed to the advertising message during the contracted period of time.

Shipping Instructions

An Itemized list of shipping information for use by printers so they may ship materials to billboard company.

Showing

Commonly referred to as a GRP Showing, it is the number of exposures calculated as a percentage of the population exposed to the advertising message on a daily basis.

Spotted Map

Map of a market showing the placement of the billboard(s).

Traffic Audit Bureau (TAB) for Media Measurement

A nonprofit organization that audits billboard companies for circulation data. TAB is made up of billboard companies, advertising agencies, and advertisers alike.

Tri-Vision

An outdoor media structure where, through the use of rotating triangular louvers. Copy for three different advertisers can be displayed in sequence. Depending on availability, one, two, or three faces may be used by an advertiser

EMAIL: info@carteroutdoor.com