Advertisements expressed creatively outdoors, which you simply cannot forget,

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

You could throw advertising flyers into 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 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 have 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 are associated with OOH advertising and media before speaking to any outdoor media specialists.

Glossary of Outdoor Advertising Term

A

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 billboards, street furniture, or transit media Most alternative media is used to create customized solutions for advertisers.

Airport media: the advertising mediums available in an airport and around or outside the area near the airport

Ambient advertising is the practice of placing ads on unusual items or in unusual places you wouldn’t normally see or think of. It can be found anywhere, 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 reflect 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.

Allotment: The number of units required to achieve a desired GRP level in a market.

Approach: The distance measured along the line of travel from the point where an advertising unit first becomes fully visible to the point where the copy is no longer readable. 

B

Back-lit lightbox: a type of outdoor display where the printed display is illuminated by a light from the back in order to make the visual visible at night or for higher visibility.

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

BCA Advertising License: (see license and 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: a display area that 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 is able to recall or recognise a brand.

Brand awareness: refers to the extent to which the audience is 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, tagline, 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.

Bulletin: The largest standardized OOH format; typically measuring 14’ x 48’ in overall size. Sold either as permanent displays or in rotary packages.

Bus Shelter

A curbside structure located at regular stopping points along urban bus routes.  

C

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.

Cancellation Period: A specified period of time when a contract can be terminated.

Circulation: A measurement of traffic volume in a market. Circulation only estimates the number of people with an opportunity to see an out-of-home display and, therefore, is no longer a credible measure of an OOH audience and is out of step with other media metrics.

CPP (cost per rating point): the cost of advertising exposure opportunities that equals one rating point in any geographically defined market.

Cross-Read: An advertising display that is visible across traffic lanes on the opposite side of the roadway.

D

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.

Daily Effective Circulation (DECs): The historical OOH audience measurement system. DECs are the average number of persons, in cars or other vehicles, passing and potentially exposed to an advertising display.

E

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 lace, string, or rope through.

Effective Reach: The number of persons within the target audience exposed to the advertising schedule an average of three or more times.

Embellishment: Letters, figures, mechanical devices, or lighting that are attached to the face of an OOH unit to create a special effect. 

Extension: An area of copy made as a cut-out that falls outside the basic restraints of a bulletin or poster.

F

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.

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.

Finishing: The method used to hem the edges of posters and bulletins. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.

Flighting: The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.

G

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.

Geopath OOH Ratings

The Geopath ratings system was designed to provide OOH advertising with credible metrics comparable other measured media. This is achieved with a sophisticated research program specifically designed to measure audiences who actually see advertising on OOH ads throughout the country. The integrated research method implemented incorporates research and expertise in the areas of circulation, visibility and eye tracking research, demography and trip modeling, and the building of powerful reach and frequency models.

H

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.

I

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.

Intensity: Often called brightness. The LED industry measures display intensity in candelas per square meter, which is also referred to as nits. 

Internal: Faces that have no external viewing opportunity are classified as internal (eg shopping center, airport terminal, etc.)

Inventory: The collection of assets owned by an OOH media company.

Impact delivery: Sum of impacts across a schedule of faces. Impact delivery is most commonly used as a measure of the total audience delivered.

Impressions multiplier: The impression multiplier is greater than zero (but can be less than one) value passed on through the bid request by an exchange to signify the audience impression count – or potential number of viewers – for that particular opportunity or request. Impression multipliers are measured in a few different ways by vendors.

J

Junior poster: A standardized poster format, typically measuring 6’ x 12’; formally known as an 8 Sheet.

K

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.

L

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.

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.

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.

Lifestyle/Retail: Out-of-home media that are used to create customized advertising programs that generally target specific consumer audiences. Lifestyle/Retail includes, but is not limited to: arena and stadiums, placed based, digital networks, health clubs/restaurants/bars, exterior placed based (i.e. airborne, marine, resorts and leisure).

Likelihood to See (LTS): The portion of the OTS (Opportunity to See) audience who are likely to see an ad. OOH is the first medium in the US to move from reporting OTS audiences (DECs) to LTS (Likely to See) audiences, which can also be referred to as commercial audiences.

Line of Sight: The simultaneous viewing of more than one OOH unit.

Location List: A listing of all locations and displays included in a specific OOH program.

Lithography: A popular printing method for producing large quantities of posters in full colobehavioralr.

Longitudinal survey: A list of OOH spaces supplied to buyers describing the location of all units sold.

Look-alike targeting: Targeting audiences that have some number of attributes in common with an audience of interest. For example, an advertiser may target “look-alikes” of past purchasers, i.e. people who share demographic or behavioural characteristics of past purchasers but have not themselves made a purchase.

Luminance: The amount of visible light leaving a point on a surface in a given direction. This ‘surface’ can be a physical surface or an imaginary plane, and the light leaving the surface can be due to reflection, transmission and/or emission. The standard unit of luminance is the candela per square meter (cd/m2). As used in video applications, luminance is the degree of brightness (black and white portion of the video signal) at any given point in the video image. A video signal is comprised of luminance, chrominance (colour information) and synchronisation. If luminance is high, the picture is bright, and if low, the picture is dark. 

M

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.

Market: Geographically defined areas used to buy and sell media. Standard markets definitions are DMAs and CBSAs.

Market Ride: The physical inspection of the units that comprise an out of home program in a market – either pre-buy or post-buy. 

Message Duration: The interval of time when a digital OOH advertising message is viewed.

Mobile Billboard: A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.  

 

N

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.

Neon spectacular: Large advertising structures of varying sizes, generally located high on major buildings, in the CBD or on major arterial roadways. While used for product ‘branding’ they are more generally used for corporate or building identification.

NFC (Near Field Communication): A short-range wireless technology which can transmit small amounts of data to a smartphone.

Non-illuminated panel: The name given to a standard poster panel not equipped with illumination.

Notice: The percentage of respondents who claimed to have noticed a screen.

O

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.

Off-Premise Sign: A sign that advertises products or services that are not sold, produced, manufactured or furnished on the property where the sign is located. An OOH display is an off-premise sign.  

On-Premise Sign: A sign that advertises products or services that are sold, produced, manufactured or furnished on the property where the sign is located. 

P

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.

Q

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

 

R

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.

Reach Curves: A graph detailing the Reach of a proposal/campaign.

Recency Theory : The idea that advertising messages sell to those consumers who are ready to buy.

Reposting charge: An additional charge incurred for posting a change of design before the expiration of a display period.

Retargeting: Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s website or store location.

Rotation: The process of moving the advertiser’s message from one location to another at stated intervals to achieve a more balanced coverage of a market.

Run-ons or extras: Extra posters sent to plant operators to replace those that may be damaged during the display period. The number of posters printed for renewal purposes varies from 10% – 20% of the total order

S

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.

Screen: An out of home (OOH) advertising display capable of rendering digital content.

Single Sheet Poster: A poster constructed as a single and continuous substrate. Single sheet posters are typical make from thermoplastic polymers. Single sheet posters can be recycled.

Snipe: An adhesive strip that is used to cover a portion of copy displayed on an OOH unit.

Spectacular: A bulletin that is usually larger than 14’ x 48’ and is positioned at a prime location in a market. A spectacular often utilizes special embellishments.  

Substrate: A wide variety of material used to produce OOH displays. Billboard substrates are typically made from thermoplastic polymers or PVC. Many street furniture and transit substrates are made from Fasson, paper, or film, among other materials.  

T

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.

Target Audience: Any audience reflecting 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.

Target Rating Points (TRPs): The total number of in-market impressions from a target audience delivered by an OOH campaign expressed as a percentage of a market population. 

Trim Size: The dimensions of an advertisement substrate once it has been prepared for placement onto an OOH unit.

Traffic flow: A graphic presentation of the traffic volume upon any system of streets, arteries or highways, indicated by the width of lines that vary according to the amount of traffic carried.

 

U

Unit – Any outdoor advertising display.

Ubiquity: Omnipresent. Everywhere at the same time.

Universe: A geographic universe or coverage definition stated on the basis of population amounts is required for Digital Place-Based / OOH Networks subject to measurement. These may be customized (or limited) based on the specific attributes of the network and the associated Venue Traffic.

UV coating: Ultra-violet cured coatings are applied over inks printed onto advertising substrates and dried by exposure to UV radiation. UV coatings are used to prevent colour fading on advertisements from sun exposure or other ambient lighting sources.

 

V

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.

Veiling luminance
A measure of ‘disability glare’. Luminance superimposed over the eye’s retinal image produced by stray light within the eye.

VIEW Management: The consortium chosen to develop the audience measurement system for MOVE, headed by the Brisbane-based transport and travel modelling company Veitch Lister Consulting (VLC).

Viewable ad play: A Play Event that results in the message being displayed on a ‘Screen’, or ‘Frame’ in the real world. Note: In the Digital Out of Home (DOOH) landscape where there are no individual “browsers” per se, a served ad play can be classified a “viewable play” if the ad meets all of the following criteria: it was contained in the viewable space of the screen, it is in an ad unit that is either Full screen or Partial screen and it meets pre-established minimum per cent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the screen.

W

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 by.at all by the right target audience

Wearout: A level of frequency, or a point in time, when an advertising message loses its ability to effectively communicate.

Wrapped bus: An advertisement site which covers the whole of a single or double deck bus. Effectively ‘wrapping’ the entire bus.

Z

Zenith Travel Modelling System: A comprehensive transport and traffic model, which tracks why, where, and by what mode people travel, as well as their demographic profile. The model is built and maintained by Veitch Lister Consulting (VLC) who specialise in traffic and transport modelling.

Zone of Visibility: The area from which the sign is visible. Audience paths (eg roads) are included in the OTS calculation if the orientation of the unit makes viewing from that path possible.