OOH Glossary​

Ambient Advertising: Incorporating ads into existing environments to create surprising or thought-provoking displays, like ads on floors, washrooms, etc.

Audience Measurement: The process of quantifying the number of viewers or listeners of OOH advertising.

Backlit Billboard: A billboard that is illuminated from behind, enhancing visibility at night.

Billboard: A large outdoor advertising structure typically found in high-traffic areas, displaying large-scale advertisements.

Bulletin: A large outdoor billboard typically used for long-term advertising.

Circulation: The total volume of traffic that passes an OOH advertising display.

CPM (Cost Per Thousand Impressions): A metric that represents the cost of an advertisement per 1,000 impressions.

Dayparting: The practice of dividing the day into several parts and airing advertisements during these specific segments.

Decaux: Refers to JCDecaux, a multinational corporation known for its bus-stop advertising systems, billboards, and other outdoor advertising.

Demographics: Statistical data relating to the population and particular groups within it, used in targeting advertisements.

Digital Billboard: An electronic display platform for OOH advertising, capable of showing dynamic or static content.

Digital Out of Home (DOOH): Digital media used for marketing purposes outside of the home.

Direct Mail Advertising: Sending promotional materials directly to potential customers through mail.

Eco-Friendly Advertising: Advertising methods that are environmentally sustainable.

Experiential Marketing: Marketing strategy that directly engages consumers and encourages them to participate in a brand experience.

Eye-Level Billboard: Billboards placed at the eye level of pedestrians for easy viewing.

Foot Traffic: The number of people moving around in a particular space, important for determining ad placement.

Frequency: The average number of times an individual is exposed to an advertisement over a specific period.

Geofencing: Using GPS technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.

GRP (Gross Rating Point): A standard measure in advertising denoting the percentage of the target audience reached, multiplied by the frequency of exposure.

Guerrilla Advertising: Unconventional, creative marketing strategies intended to get maximum results from minimal resources.

Highway Billboard: Large billboards located along highways, targeting vehicular traffic.

Illuminated Signage: Signage that is lit up, often used for night-time advertising.

Impressions: The number of times an advertisement is seen by people, a key metric in OOH advertising.

Interactive OOH: Out of home advertisements that engage consumers through interactive elements like touch screens, QR codes, or augmented reality.

Junior Poster: A smaller type of billboard, often used in urban areas where space is limited.

Kiosk Advertising: Small, often interactive, booths used in public places for advertising purposes.

Lamar Advertising: One of the largest outdoor advertising companies, known for billboards, transit ads, and more.

Location-Based Advertising: Advertisements that are placed in specific geographic locations to target particular consumer demographics.

Market Saturation: A situation where a product has become so common in a market that it is difficult to sell more.

Media Mix: The combination of different media channels a company uses to meet its marketing objectives.

Mobile Billboard: An advertisement displayed on a moving vehicle, such as a car or truck, often used for targeted campaigns.

Non-Traditional OOH: Unconventional OOH advertising formats like digital screens in elevators, gyms, and other unique locations.

OOH Advertising: Out of Home Advertising – Any visual advertising media found outside of the home. This includes billboards, bus shelters, transit ads, and more.

Point of Sale Displays: Advertising or branding material positioned where it can stimulate consumer interest and sales, such as in retail stores.

Poster Panel: A standard type of billboard, usually measuring 12 feet by 24 feet.

Programmatic OOH: The automated buying, placement, and optimisation of OOH advertising using software and algorithms.

Psychographics: The study of consumers based on their attitudes, aspirations, and other psychological criteria.

Rate Card: A document listing advertising prices and options for various media outlets.

Reach: The total number of different people exposed to an advertising campaign.

Real-Time Advertising: Advertising that is dynamically updated and served based on current events or consumer behaviors.

Shelter Advertising: Advertising found on bus shelters and similar structures.

Spectaculars: Large and elaborate, non-standard advertising structures in high-traffic areas, often featuring special lighting and moving parts.

Street Furniture: Advertising displays on public fixtures like bus shelters, kiosks, benches, and phone booths.

Target Audience: The specific group of people at whom advertisements are aimed.

Traffic Count: The recording of the number of vehicles or pedestrians that pass by an advertising location.

Transit/Transport Advertising: Advertisements placed in or on modes of public transportation or in transit areas, like buses, subways, and train stations.

Variable Message Sign (VMS): An electronic traffic sign often used for road traffic management but can also display advertisements.

Wallscapes: Large, mural-like advertisements typically painted or attached directly to the exterior walls of buildings.

Wrap Advertising: The practice of completely or partially covering (wrapping) a vehicle in an advertisement.