- Approach
- The distance from which a billboard is first visible to drivers.
- Bleed
- Extra image area beyond the trim line so printed vinyl covers the whole face.
- Bulletin
- The largest standard billboard, typically 14' × 48'.
- CPM
- Cost per thousand impressions — the standard OOH efficiency metric.
- Cross-read
- A billboard on the left (driver's) side of the road, read across traffic.
- Dayparting
- Running digital ads only at selected times of day.
- Diorama
- Backlit display, common in airports and malls.
- DMA
- Designated Market Area — a TV-market geography used to define OOH markets.
- DOOH
- Digital out-of-home: any OOH ad delivered on a screen.
- DSP
- Demand-side platform used by buyers to purchase programmatic media.
- Dwell time
- How long a viewer typically spends near an ad.
- Extension
- A cut-out piece that extends beyond a billboard's rectangle.
- Face
- One side of a billboard structure; the unit you rent.
- Flight
- The dates a campaign runs.
- Frequency
- Average number of times a person sees the ad during the flight.
- Geopath
- U.S. organization that audits and measures OOH audiences.
- GRP
- Gross rating points — daily impressions as a percentage of the market population. A 50 showing = 50 GRPs per day.
- Illumination
- Lighting on a static board so it reads at night.
- Impressions
- Estimated number of times people notice an ad.
- Loop
- The full rotation of ads on a digital screen.
- Makegood
- Replacement exposure provided when a unit underperforms or is down.
- Media owner / vendor / operator
- The company that owns and sells the ad inventory.
- OAAA
- Out of Home Advertising Association of America, the U.S. trade body.
- OOH
- Out-of-home: any advertising people encounter outside their homes.
- Period
- Standard OOH billing unit of 4 weeks (28 days).
- Place-based
- OOH in specific venues such as gyms, malls, bars and offices.
- PMP
- Private marketplace — invitation-only programmatic deal.
- Programmatic guaranteed
- Automated deal with fixed price and guaranteed impressions.
- Proof of posting (POP)
- Dated photos or play logs proving an ad ran.
- Reach
- Number or percentage of unique people exposed at least once.
- Read
- The side of the road a billboard faces; "right-hand read" is preferred.
- Rotary
- A bulletin program where creative moves among locations on a schedule.
- Showing
- A package of units sized to deliver a target GRP level.
- Snipe
- A small strip added to a billboard, e.g. "Now open" or "Coming soon".
- Spectacular
- Custom, oversized, often illuminated or animated display in a premium location.
- SSP
- Supply-side platform that sells media owners' screens programmatically.
- Street furniture
- Ads on bus shelters, benches, kiosks and similar fixtures.
- TRP
- Target rating points — GRPs measured against a specific target audience.
- Wallscape
- Large ad applied to or hung on the side of a building.
- Wild posting
- Repeating posters pasted on permitted walls and construction sites.
- 30-sheet
- Standard poster billboard, roughly 10'5" × 22'8" viewable.
- 8-sheet
- Junior poster, roughly 5' × 11' viewable.
Price out your campaign
Plug in impressions, CPM and flight length to see a realistic budget.