Billboard Glossary
Billboard/Bulletin – Digital
Digital billboards display static messages that rotate every few seconds. Usually, six to eight advertisers share the same screen, and ad messages change every six to ten seconds.
Billboard/Bulletin – Standard
Standard billboards are the largest and most impactful outdoor media formats, located primarily on highways and major roads.
Bus Bench Advertising
Bus bench ads are located at bus stops in urban areas and high-traffic intersections, reaching both pedestrians and vehicular traffic.
Bus Headlight Display
Headlight displays are exterior ads on the front of buses, usually under the windshield.
Bus Shelter
Bus shelters are curbside structures along bus routes, providing visibility to both vehicular and pedestrian traffic at high-circulation locations, typically along main roads.
Bus Tail Light Display
Tail light bus ads are placed on the rear of buses, reaching drivers in their cars and pedestrians on busy urban streets.
Bus Wrap
A bus wrap involves covering an entire bus with a full-color advertising design.
Cinema Advertising
Cinema advertising consists of ads shown before movie trailers in theaters.
Cost Per Thousand (CPM)
The cost of delivering 1,000 impressions from an ad in a market.
Digital OOH Media
Out-of-home (OOH) units that display ads through screens, eliminating production costs.
Display Period
The interval of time when an OOH advertising campaign is live, typically in 4-week increments.
Double Decker Buses
Double decker buses offer mobile, large-format advertising in high-profile locations and tourist attractions. They can be both static and digital.
Facing
The cardinal direction that an outdoor unit faces, such as a north-facing billboard viewed by vehicles traveling south.
Gas Station Advertising
Digital screens located at gas pumps.
Illumination
Outdoor units equipped with lighting for nighttime illumination, usually from dusk until midnight.
Impression
The total number of times people are likely to notice an outdoor ad, expressed over a 4-week period.
Interior Bus Card
Interior bus cards are positioned above passenger seats, reaching bus riders with more extended viewing time.
Junior Poster or 8 Sheet
Junior posters are located in urban neighborhoods and on smaller roads, positioned just above eye level.
Kiosk Advertising
Free-standing information, telephone, or public-service kiosks, available in static or digital formats.
King Size Bus Poster
King size bus posters are exterior displays on either side of a bus.
Line of Sight
The area where an outdoor ad is viewed, often referring to other units in the same viewing space or proximity to landmarks.
Mobile Billboard
A truck equipped with poster panels that can be parked at specified venues or driven around designated areas.
Outdoor Advertising
Refers to any ad that appears outside the home, including billboards, bus shelters, bus ads, rail ads, gas stations, taxi tops, airports, malls, and more.
Out-of-Home (OOH) Advertising
Includes all media formats intended to reach consumers outside the home, covering various types of outdoor advertising.
Poster or 30 Sheet
Posters or 30 sheets are located in commercial and industrial areas on major local roads, viewed by both vehicular traffic and pedestrians.
Posting Date
The date when a campaign is scheduled to start, typically with a five-day leeway.
Queen Size Bus Poster
Queen size bus posters are exterior displays usually on the curb side of a bus.
Rail System and Subway Advertising
Subways and rapid transit systems offer various advertising opportunities, including posters on platforms and in-car signage.
Shopping Mall Displays
Located in high traffic areas of malls, these displays can include kiosks, wall-mounts, digital screens, and free-standing displays.
Spectacular
Large outdoor displays positioned at prime locations, usually bigger than 14' x 48'.
Taxi Tops
Taxi top ads are printed panels attached to the roof of taxicabs, reaching customers in various high-traffic areas.
Tri-Vision
A tri-vision billboard has a slatted face that allows three different copy messages.
Urban Panel
Urban panels are positioned on top of subway entrances in large metropolitan cities.
Vinyl
A single-sheet substrate displaying an advertising message.
Wallscape
Large and impactful outdoor media formats, typically fastened to buildings.
Augmented Reality (AR) Billboards
AR billboards incorporate augmented reality technology to create interactive and engaging advertising experiences for viewers.
Environmental Advertising
Ads that focus on sustainability and eco-friendliness, often utilizing green materials and methods to promote environmental causes or brands.
Interactive Billboards
Billboards that engage viewers with interactive elements, such as touch screens or QR codes, allowing for real-time interaction and engagement.
Programmatic DOOH
Digital out-of-home (DOOH) advertising that is bought and managed using automated software and real-time data for precise targeting and optimization.
Transit Advertising
Advertising displayed on or within public transportation vehicles, such as buses, trains, and trams, reaching commuters and travelers.
Weather-Activated Advertising
Billboards that change their content based on current weather conditions, providing relevant and timely messages to viewers.
