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Outdoor Advertising Glossary

New to outdoor advertising? 

Our Glossary offers a comprehensive list of the most common terms used in the Out-of-Home advertising sector.

Don't hesitate to contact us if you have any specific queries.


Terminology Definition
48 Sheet
A large poster advertising display intended for viewing from extended distances
96 Sheet
A poster advertising display twice as large as a 48 sheet
A2 Back of Driver
A bus poster format positioned behind the driver and facing head-on towards passengers
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
A group of people that an advertising message is aimed towards.  This group can be defined by age, gender or any other grouping specified by the Advertiser
Awareness
The extent to which a brand or advertising campaign is recognised by the defined audience
Billboard
Large format poster advertising displays intended for viewing from extended distances.  Billboard displays can include, but not limited to: 48 sheets, 96 sheets, portrait sites or Golden Squares
Colour Bus
A bus wrapped in an advertising message. In this instance the window areas are left uncovered
Commuter Card
A small advertising panel positioned inside Dublin Bus, DART or Arrow targeting passengers
Cost per Thousand
The cost of reaching 1,000 people in the identified target market with an advertising message
Coverage
The number of people who will see a campaign at least once usually expressed as a percentage of an audience
Cycle
Outdoor advertising is usually on display for a 14 day period known as a cycle.  There are 26 cycles in a calendar year.  A posting calendar outlines the relavant dates
Digital Out-of-Home (DOOH)
Any Out-of-Home advertising display that can change its advertising content using digital technology
Dwell Time
The interval of time when a consumer is in close proximity to an OOH ad
Gross Rating Point (GRP)
The total number of in-Market impressions delivered by an OOH schedule expressed as a percentage of a market population. One rating point represents impressions equal to 1 percent of the market population
Head on
When a poster site is facing oncoming traffic or pedestrian flow
Illumination
A poster site that is illuminated in hours of darkness.  A poster can be lit externally or can be lit from inside the unit
Impacts
The number of times a campaign is seen
Lightbox
Poster site, most often a 48 sheet or 96 sheet, which is 'back-illuminated'
Media Owner
A Media Owner is a company or individual who has the right to sell outdoor advertising space
Mega Rear
An advertisement site which covers the whole area of the back of a double-deck bus
NFC
Near Field Communication - a short range wireless technology which can transmit small amounts of data to a smart phone
OMA (Outdoor Media Association)
The trade association covering the Island of Ireland for poster site owners. Their objectives are to protect and promote the sector and advise members through legal, trading and planning activity. www.oma.ie
OTS
The average number of times an individual notices an OOH advertising message during a defined period of time
Outdoor
Generic name for poster advertising
Out-of-Home (OOH)
Generic name for poster advertising
Panel 
An alternative name for a poster site
Parallel Poster
A poster which is positioned parallel to the main traffic / pedestrian flow and as such is visible traffic / pedestrian flow in both directions
Pedestrian Count
Counting the movement of pedestrians past a given point
Performance
Evaluation of a campaign's achievements after the event, often in terms of coverage and frequency
POP
Point of Purchase
POS
Point of Sale
Poster
An advertising site located outside the home, they come in a variety of standard sizes, measured by the number of sheets
Poster Specialist
A company that plans and buys an outdoor campaign on behalf of a client often using sites bought from a number of different outdoor media owners
Posting Date
The date when a poster program is scheduled to commence. A three day leeway is customary to allow for physical posting
PurchasePoints
A trademarked Exterion Media 6 sheet poster located at the point of purchase e.g. at a supermarket or shopping mall
QR Code
Quick Response Code - a machine-readable code consisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone
Reach
The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign
SMS
Short Message Service / text message by mobile or smart phone
Sightline
The poster site located on the lower rear of a bus, provides a head-on display for reaching motorists and their passengers
SOV 
Share of Voice - The percentage of advertising activities for one brand within the total advertising activity for an entire sector or product type
StorePoints
Trademarked Exterion Media advertising posters on security gates located inside the entrance to supermarkets
Superside
Banner shaped bus-side poster site, most often situated on the nearside of the bus, to be seen by a pedestrian audience
Traffic Count
Counting the movement of vehicles past a given point
T-Side
The ‘T’ shaped poster site on a bus, positioned on the driver side, making them ideal for reaching both drivers and pedestrians
VAC
A visibility adjusted contact or VAC is the audience rating for an advertising panel.  It is not a measure of quality but simply one of the scale of the audience
Wastage
The proportion of an advertising campaign's expenditure or advertising weight which is not seen or heard by the specified target audience
Wrapped Bus
An advertisement site which covers the whole of a single or double deck bus.  Effectively ‘wrapping’ the entire bus 


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