InsightsGlossary of Outdoor Advertising Terminologies
Glossary of Outdoor Advertising Terminologies

Glossary of Outdoor Advertising Terminologies

When you are bored and using your phone to surf the web or to browse through Facebook and social media, have you ever felt something creeping closer towards your attention?


Sometimes, feeling that you can’t avoid it, and even thinking that you can’t hide from it?


This is the power of outdoor advertising manifesting itself in your subliminal consciousness, with a few examples shown below:



An advertisement wrapped around the bus that you are commuting with.



Advertisements expressed creatively outdoors which you simply cannot forget.


OOH media and advertising can be found almost everywhere outside. By the street, on buildings, inside the subways or outdoor billboards along the road. It has been smartly guised as part of the beautification of the physical landscape.


You could throw advertising flyers to the rubbish bins, ignore them when you read the newspapers or magazines or close the pop-up advertisements when you surf online. But you simply can’t ignore outdoor advertisements, for that forms your experience when you leave home.


Outdoor Advertising is one way where advertisers can carry their message or do promotional campaigns physically in real life, and even represent their message in 3-dimensional forms, establishing long lasting advertisement messages. If such advertisements has caught your eye and you feel that you may want to do the same thing, fret not as we have prepared below a list of glossary words that is associated with OOH advertising and media before speaking to any outdoor media specialists.




AC = Agency Commission – A fee that an advertising agency charges a client for the services it provides. This is usually a percentage of the costs the agency incurs in the process of providing the services.

Ad Retention – Ad retention is a measurement of the number of consumers who remember seeing an ad or a brand being advertised on an out-of-home display.

Ad-Size – the height and width of an out-of-home display or billboard.

All In – the price which includes the government license & permit fees, production costs and the media rate.

Alternative media – Types of OOH formats that do not fall into the categories of: billboards, street furniture or transit media. Most alternative media is used to create customized solutions for advertisers.

Airport Media – refers to the advertising mediums that is available in an airport and around/outside the area near the Airport.

Ambient Advertising – refers to the practise of placing ads on unusual items or in unusual places you wouldn’t normally see or think of. It can be found at any place, inside or outside of a building.

 AR = Augmented Reality – a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view

Audience – Any viewers that reflects  the most desired consumer prospects for a product or service, defined by age, sex, race, ethnicity or income; or their combinations for any geographic definition

Awareness – A measurement of knowledge of the existence of a brand or product or its advertising by the audience.  Measured spontaneously by surveys or prompted by something.



Back-Lit light box – a type of outdoor display where the printed display is illuminated by a light from the back in order to make the visual be seen at night or for higher visibility.

Banner – A printed display of any materials bearing an advertisement, logo, slogan or other message and is hung and displayed outdoor or by the side of a building.

BCA Advertising License – (See License & permit fees) A license approved by the Building and Construction Authority (A Singapore Government ministry) to permit the display of a Billboard or LED Screen outdoors in Singapore.

Billboard – Large digital or static format advertising displays intended for viewing from extended distances, generally more than 50 feet, especially at the side of a road.

Bleed – display area which extends beyond the live copy area of a print or video, often to the edge of the finished size or panel frame.

Bus or Taxi Wrap – is known as the marketing practice of completely or partially covering (wrapping) a vehicle in an advertisement or livery. The result of this process turns a vehicle essentially into a mobile billboard.

Brand recall– refers to the extent to which the audience are able to recall or recognise a brand.

Brand awareness – refers to the extent to which the audience are able to recall or recognise a brand.

Brand consideration– refers to the likelihood that a customer will favour one brand over another.

Brand recognition – is the extent to which a consumer can correctly identify a particular product or service just by viewing the product or service’s logo, tag line, packaging or advertising campaign.

Brand perception – is a special result of a consumer’s experiences with a brand.

Buying Flexibility – traditional OOH media normally has fixed two-week periods where advertising can be booked in specified packs. Buying flexibility identifies ways the sales company allows the media to be bought, for example by time of day.



Captive Audience – a group of people who listen to or watch someone or something because they cannot leave.

Coverage – (also known as coverage area) represents the boundaries of a market exposed to an OOH or outdoor advertising campaign as defined by geographic parameters, expressed in DMAs, CBSA, groups of counties, or individual counties. Coverage can also be the percent of the population within any of these geographic areas that can be reached by the total outdoor advertising or billboard inventory of a media operator.

Copy – Copy is the content, artwork or advertising displayed on an outdoor billboard unit or other out-of-home (OOH) structure. The quality of the ad’s creative design can impact the number of people who notice it.

Copy area – The viewing area on an OOH unit.

Color-proof – We will be asking the client to choose form a list of different variation of a printed sample of the advertisement for outdoor placement (Original, +10%, -10%)

Campaign – a planned set of activities and promotional effort that is based on the same strategy and creative idea carried out over a period of time

CPM = Cost Per Mile – (also called cost per impression or cost per thousand), is a commonly used measurement in marketing & advertising. It is the cost an advertiser pays for one thousand views or clicks of an advertisement or the impressions of an OOH display.

Cycle – the length of time that an outdoor-campaign is in-situ for.



Daily Impressions – also known as daily effective circulation (DEC) is the average number of passers-by or persons (18+ years) in cars or other vehicles, that could potentially be exposed to an advertising display or billboard for either 12 hours (unilluminated – 6:00am to 6:00pm) or 18 hours (illuminated – 6:00am to 12:00 midnight) on an average day.

Day-part – a term used when buying media space for Television, radio and LED digital display; the time division in a typical broadcast day by different media in order to offer slots and media presence to various advertisers.

Demographic – (Also known as Target Audience) demographic profile of people or consumers intended for an outdoor billboard advertisement who would most likely to be interested in your product or service defined by age, sex, race, ethnicity, income, lifestyle, brand/media consumption, interests, or purchase behavior; or some combination for any geographic definition.

Direct Client – someone you sell to directly, or a client that has a past working history with you or someone that you are close to.

Digital billboard – A digital billboard is a billboard that displays digital images and short clips that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes.

Display Period – Display Period is the interval of time or exposure when an out-of-home (OOH) advertising campaign is run and viewed.

Digital Out of Home – (DOOH) refers to any forms of digital media used for advertising and marketing purposes outside of the home that can change its advertising content using digital technology. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content

Directional Sign – is any sign or graphic display used primarily to provide information about the location of possible destinations.

Distribution – The strategic placement of OOH units across a market or geographic area. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered to.

DP = Dynamic Poster – An electronic poster, able to display full motion video. Primarily located where people are on the move.

Duration – The amount of time that an OOH display panel of a given size can, from its moment of visibility, stay within the audience’s vision.

Dwell Time – The period of time people are likely to spend looking at an advertisement or display.

Dynamic– the process of building responsive creative that delivers contextually relevant messages driven by the smart use of data across DOOH.



Emerging media – is new innovative and interactive technology utilized to share ideas and communicate with others in OOH advertising.

Exposure – Exposure is the measure of actual eye contact with and out-of-home (OOH) media unit or billboard structure. Exposure represents the reasonable opportunities for outdoor advertising to be seen and read.

Eyelet – a small round hole in an advertising banner or cloth for threading a lace, string, or rope through.



FA = Final Artwork – The final artwork that will be used for printing of the placement and also the color-proof.

Face – the surface area on an OOH unit, billboard or display where an advertising copy is displayed. An OOH structure may have more than one face.

Effective reach – the number of persons within the target audience that is exposed to the advertising schedule of an average of three or more times.

First come first serve – a term where whoever is the first to approach you will get the offer first or a group of people or things will be dealt with or given something in the order in which they arrive.

Front-lit lightbox – a type of outdoor display where the printed display is illuminated by a light from the front in order to make the visual be seen at night or for higher visibility.

Footfalls – the number of visitors to a location or the number of pedestrians who will pass by a location

Frequency – the average number of times an individual notices an OOH advertising message within a defined period of time. Frequency in OOH advertising is typically measured over a four-week period, but can be reported for any campaign length.



GST = Goods and Services Tax – (Abbreviation in Singapore) is a broad-based value added tax levied by the Singapore government on import of goods, as well as nearly all supplies of goods and services. Other countries is known as VAT, SST (Malaysia), PPN (Indonesia) or etc.

GRP = Gross Rating Point. – The total number of impressions delivered by an OOH campaign expressed as a percentage of a target audience.

Gross Impressions – The sum of impressions registered against a target audience based on a GRP level of days or weeks in a schedule.


High traffic area – a location that is well-trodden, frequented by many people or vehicles, busy with traffic of many cars and pedestrians.

Head-on Display – a display or billboard that passers-by or motorist will face directly and cannot be missed.

HD = High Definition – A format that provides a resolution that is substantially higher than that of a standard digital screen.



Illumination – the action of supplying or brightening a poster with light from above or behind, to make it look brighter and more visible.

Impacts – The number of times that a OOH campaign or advertisement is seen or recognized.

Impressions – The average number of persons who are likely to notice an Ad on an OOH display or billboard.

Inspection reports – a weekly or monthly report that is given to clients after site visits to the clients’ display site where some photos or records are taken to be sent to the client at regular intervals.



Keder – a type of finishing that is attached to fabric to create a continuous waterproof connection between fabric and frame. Keder gives the banner remarkable strength and ease of fitting, allowing you to lock soft signage and banners into place. This system creates a tight, strong and sleek finished look.



Large Format Billboard – refers to an imaging format of an outdoor display that is big or has large dimensions.

Landscape – a viewing format in horizontal orientation.

LCD = Liquid Crystal Display – Screens that are capable of displaying high quality images with sufficient brightness even in areas with high levels of ambient light.

LED digital screen – An LED screen is a flat panel display, which uses an array of Light-Emitting Diodes as pixels for a video display. Their brightness allows them to be used outdoors where they are visible in the sun for store signs and billboards.

Line of sight – is the area in which an out-of-Home (OOH) face is viewed. Line of sight is also the simultaneous viewing of more than one out-of-home unit or billboard. Standing at one billboard, all other billboards that can be seen from there are in the line of sight of that board

Lightbox – a flat box having a side of translucent glass or plastic and containing an electric light, so as to provide an evenly lighted illumination to an advertisement on the other side.

License & permit fees – A license approved by the government of countries to permit the display of a Billboard or LED Screen outdoors in that country.

Line Of Sight – The simultaneous viewing of more than one OOH unit or a line from an observer’s eye to a distant point

Loop – Digital content that repeats itself at regular intervals on an LED digital screen. The editorial content may change per loop, but ads will remain the same.




Mall-Scape Advertising – large forms of advertising such as large format LED screen or Billboards that can be seen in or outside a Mall.

Mall Displays – Backlit advertising structure located at strategic points in shopping malls; usually two or three-sided.

Mapping – A method of representing categories of current or potential customers for a good or service based on demographics, geography and other factors. Could also display the positioning of a product in the market, to indicate strategic areas for market penetration and potential untapped areas for market expansion.

Minimum booking – The minimum period that a client can book at a location or site for OOH advertising

Media rate – Standard advertising rates for different types of advertising media (billboards, online ads, newspaper inserts, etc.).

Media buy – the act of purchase of advertising from a media company such as a television station, newspaper, magazine, OOH displays, blog or website. It also involves the negotiation for price and placement of ads, as well as research into the best new venues for ad placement.

Media Planning – is the process of identifying and selecting media outlets (mainly newspapers, magazines, websites, TV and radio stations, and outdoor placement), – in which to place paid advertisements

Media coverage – is used to refer to all OOH displays, video content or other types of digital content (produced by individuals or organisations other than your own company) where your brand, products or services are discussed or shown.

Media Owner – Individuals, groups or business entities that own a medium of mass communication such as radio and television, newspapers, magazines, and the Internet that reach or influence people widely.

Media Agency – A company that provides advise to companies on how and where to advertise, and on how to present a positive picture of themselves to the public. Their primary services include advertising, public relations and other forms of media management.

Media Mix – is the combination of advertising channels and mediums of mass communication such as radio and television, newspapers, magazines, OOH and the Internet that is used in the promotion of a particular good or service.

Multi-sensory experience – Sensory branding is a form of advertising that appeals to all the senses of an individual in relation to the brand. Alongside images, OOH campaigns could incorporated sound, touch, taste and even smell to appeal to audiences.



Neon signs –are electric signs lighted by long luminous gas-discharge tubes that contain rarefied neon or other gases that makes it glow in colours and used for ooh displays and/or signage.



One time production = a 1 time only production of an outdoor display or billboard

OOH = Out Of Home – A term to refer to any form of media or advertising which targets and impacts consumers out of their home.

OTS = Opportunity To See – a measure in advertising media which denotes number of times the viewer is most likely to see the advertisement.

Outdoor Media – Outdoor media is term primarily associated with billboards, street furniture, transit and alternative media and refers to any form of media that carries advertising messages to consumer audiences outside the home.



Panel – An alternative name for a poster site

Permit & Licese Fees – A type of display where a large concrete pillar or a pillar of a building and make it into an advertising

Performance – The evaluation of a campaign’s achievements or effectiveness after the event. Often in terms of coverage and frequency.

Period – the duration of an advertising campaign.

Pillar wrap– A type of display where a large concrete pillar or a pillar of a building and make it into an advertising space by wrapping the pillar with a sticker sheet that is printed with an advertisement or mount displays around the pillar.

POS = Point Of Sale – (Also known as Point of Purchase) is the time and place that a customer executes the payment for goods and services rendered.

Poster – a large printed picture, photograph, or notice that you stick or pin to a wall or board, usually for decoration or to advertise something

Posting Date – The date when an advertising billboard is set up or digital LED screen display program is scheduled to commence.

Posting Instructions – Detailed directions provided to an outdoor media company by an advertiser or agency assigning specific copy to specific OOH locations.

Potrait – a viewing format in vertical orientation.

Pedestrian Count – is a recording or count of movement of pedestrian passing a given point along a particular road, location, and path. In out-of-home advertising this is done to authenticate the traffic circulation that passes outdoor advertising structures or billboards to determine impression data or to verify who was exposed to outdoor ads.

Production timeline – The timetable for the use of resources and processes required by a business to produce the OOH billboard or provide services.

Proof Of Posting – A series of photos of an OOH site that is taken and sent to client as evidence to show to client that the OOH display or billboard they have purchased has finished installing or set-up.

Proximity – to describe how near something is to another thing or what’s nearby.



QR Code = Quick Response Code – a type of 2D barcode that contains a matrix of dots. It can be scanned using a QR scanner or a smartphone with built-in camera allowing the phone user to get more information about something



Rate card – A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. Like the rack rate at a hotel, this is generally the maximum price that one may pay.

Reach – is the approximate percentage of a target audience’s population which will be potentially exposed to an out-of-home (OOH) or outdoor billboard advertising message or ad at least once during a specified period of time. Reach is normally measured over four week campaign period.



SAC = Special Agency Commission – A fee that an advertising agency charges to a client that they are close to or have a past working history with for the services it provides. This is usually a percentage of the costs the agency incurs in the process of providing the services.

SOV = Share Of Voice – is an ad revenue model that focuses on weight or percentage among other advertisers.

Solus – a term to indicating the position of an advertising billboard or display that is separated from other competing advertisements.

Spots – When advertising with traditional media, such as television, radio or OOH LED displays, advertising space is typically referred to as an “advertising spot.” These spots range in length, typically 30 seconds or 60 seconds.

Start date – is the date when a campaign is scheduled to commence. Traditional static billboard advertising requires a few days leeway due to the timing and production of vinyl and substrates and required time to hang the vinyl. Digital billboard advertising is much more flexible since copy and images can be sent electronically to the structure or digital display.

Sticker – a printed Advertisement or visuals that has a layer of adhesive on the non-printed side to allow it to be stuck to a wall or a surface.

Street Furniture – OOH advertising  displays that are placed along sidewalks, including on bus shelters, telephone kiosks, benches and related equipment and furniture found in the street,

Street Liner – Smaller banner poster sites located on both sides of single deck buses and positioned at eye level.  Ideal for reaching drivers and pedestrians

Subject to availability – the establishment may have availability at the time of your enquiry, but they’re not obliged to hold the offer for you and can provide quotes to other users for the same promotion period. If another client confirms their booking before you’re able to do so by making payment, your quote will unfortunately no longer be valid. All quotes are subject to availability.




Tri-Vision – A Tri-vision, also called three-message sign, is a billboard/sign that consists of triangular prisms placed inside a frame. The prisms rotate 120⁰, each showing a new message of advertisement and/or information. As implied, three individual images, or messages, can be displayed on a Trivision.

Traffic count – is a recording or count of vehicular traffic passing a given point along a particular road, highway, and path or intersection. In out-of-home advertising this is done to authenticate the traffic circulation that passes outdoor advertising structures or billboards to determine impression data or to verify who was exposed to outdoor ads.

Transit Media – is a form of out-of-home advertising that displays advertisements in or on the outside of vehicles such as on the side of or above the seats of a bus, taxi or inside of a train.

Transition – A visual effect used on an LED digital screen display to change from one message to another.



Unit – Any outdoor advertising display.



VAT – A Value-Added Tax (VAT) is a consumption tax placed on a product whenever value is added at each stage of the supply chain, from production to the point of sale. The amount of VAT that the user pays is on the cost of the product, less any of the costs of materials used in the product that have already been taxed.

Vinyl – A single-sheet substrate on which an advertising message is printed on.  Commonly used as an advertising material for bulletins, billboard and some poster products.



Wallscape – an elaborate outdoor advertisement that is either painted in mural form or attached directly to the exterior of building surfaces.

Wastage – refers to the proportion of an advertising campaign’s expenditure or advertising weight that is seen by the wrong target audience or not seen all by the right target audience.

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