Allotment - The number of faces (also know as panels or units) required to achieve a desired GRP level in a market.
Billboard - Standardized large format of outdoor advertising displays intended for viewing from extended distances. The most common billboard displays include Bulletins, Posters and 8-sheets.
Circulation - Potential exposures that could be generated within a campaign period based on the traffic volume in a market.
Coverage - The boundaries of a market; also refers to the percentage of a county or counties exposed to an outdoor advertising campaign.
Cost Per Thousand (CPM) - The cost of every one thousand exposures accumulated by an advertising campaign.
Formula: Campaign cost/ circulation or impressions (thousands)
Cost Per Gross Rating Point (CPP) - The cost of advertising exposure opportunities that equal to one gross rating point within a market.
Daily Effective Circulation (D.E.C.) - The average number of passers-by that could potentially be exposed to an advertising display for either 12 hours or 18 hours on an average day.
Face - The surface area on an outdoor structure where advertising copy is displayed. Can also be referred to as a "panel" or "unit". A structure may have more than one face.
Facing - The direction that an outdoor panel faces. For instance, a south facing board will be seen by northbound traffic.
Flight - The length of an advertising campaign, sometimes divided into distinct segments over the course of several months.
Frequency - The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency and percent reach in outdoor advertising are typically measured over a four-week period.
Gross Rating Point (GRP) or Total Rating Point (TRP) - The term refers to the total number of circulation or impressions delivered by a media schedule shown as a percentage of a market population. GRP levels could be expressed on daily, weekly, or monthly basis.
Formula (GRPs could be calculated in two ways):
1. Percent Reach x Average Frequency within a campaign period
2. Total circulation (impressions) within a campaign period / base population x 100
Impressions - Exposures registered against the target audience by an advertising campaign.
Location List - A listing of media location included in a specific Outdoor campaign.
Posting Date - The actual day new copy is affixed to an advertising face.
Posting Instructions - Detail marketing objectives provided to an outdoor company by an advertiser or agency. The information is used to chart a showing with the greatest efficiency in reaching a target audience.
Rating Point - One rating point is equivalent to 1% of the market population.
Reach (in%) - The estimated percentage of a target audience who will be potentially exposed to an advertising message at least once during a specific campaign period. Percent Reach and Frequency are normally measured over a Four-week period.
Ride the Showing - The physical inspection of the units that comprise an outdoor program in a market, either during a pre-buy or post-buy stage.
Rotary Bulletin - Refers to a Bulletin location that can be sold within a Rotary Program.
Rotary Poster - Refers to a Poster location that can be sold within a Rotary Program.
Rotary Program - The movement of an advertiser's message from one location to another at fixed intervals in order to achieve greater reach within the market.
Start Date - The date when a campaign is scheduled to commence. A five-day leeway is customary.
Showing - The number of panels required to reach a set percentage of its population daily within a given market, generally represented in #25, 50, 75 and 100 showing levels.
TAB (Traffic Audit Bureau) - Established in 1933, TAB is a non-profit organization whose historical mission has been to audit the circulation of Out-of-Home media in the United States. Governed by the tripartite board comprised of advertisers, agencies and media companies. The TAB acts as an independent auditor for traffic circulation in accordance to guidelines established by its Board of Directors. The rules govern both how audits are conducted as well as how circulation figures are reported.
Target Audience - The profile of the most desired consumers for a product or a service, defined by demographics, lifestyle, brand/media consumption or purchase behavior.
Traffic Audit - Traffic audit information is used to calculate outdoor advertising DEC figures. Dates are collected either by government official count or by hand count and are validated by the Traffic Audit Bureau (TAB).