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Outdoor Advertising Glossary

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New to outdoor advertising? 

Our Glossary offers a comprehensive list of the most common outdoor advertising terms and formats. 

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Terminology Definition
48 Sheet
A form of billboard, a large format advertising display intended for viewing from extended distances
96 Sheet
A form of billboard and twice as large as a 48 sheet
A2 Back of Driver
A bus Passenger Panel format positioned behind the driver and facing head-on towards those onboard
Perspex or glass covered, 6 sheet poster sites situated in bus shelters
Augmented Reality - a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view
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
A measurement of knowledge of the existence of a brand or its advertising.  Measured spontaneously or prompted.
Describes a poster display in which the advertising message is illuminated from behind
Backlit T-Side As per a standard Bus T-Side format, but fully illuminated from behind, offering maximum advertiser standout during darker seasons
Large vinyl poster site, usually found on the side of a building
Large format advertising displays intended for viewing from extended distances.  Billboard displays include, but not limited to: 48 sheets, 96 sheets, portrait sites or Golden Squares
A promotional effort based on the same strategy and creative idea
Commuter Card
A bus Passenger Panel format positioned along both sides of the bus above the passengers onboard
Cost per Thousand
or CPT.  The cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market
The number of people who will see a campaign at least once
Outdoor advertising operates in 2 week bursts i.e. a cycle. This is the length of time an outdoor campaign is in-situ for.  Multiple cycles can be purchased to extend the length of a campaign. View the cycle calendar.
Digital Out-of-Home
or DOOH. Any OOH display that can change its advertising content using digital technology
The strategic placement of OOH units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered
The amount of time that a panel of a given size can, from its moment of visibility, stay within the audience's vision
Dwell Time
The interval of time when a consumer is in close proximity to an OOH ad
Free of Charge
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
Lighting a poster either from above or from behind
The number of times a campaign is seen
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
Near Field Communication - a short range wireless technology. It is meant for applications where a physical touch, or close to it, is required in order to maintain security
OMA (Outdoor Media Association)
The trade association covering the Island of Ireland for poster site owners. Their objectives are to protect and promote the interests of activity and advise members through legal, trading, planning and parliamentary activity and advice
The average number of times an individual notices an OOH advertising message during a defined period of time
Generic name for external poster advertising
Out-of-Home (OOH)
All types of advertising intended to reach consumers outside the home
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
Passenger Panel
Poster sites located inside the bus and come two different sizes, A2 Back of Driver and Commuter Card.  The dwell time offered makes them perfect for communicating more detailed messages to those onboard
Pedestrian Count
Counting the movement of pedestrians past a given point
Evaluation of a campaign's achievements after the event, often in terms of coverage and frequency
Point of Purchase
POS (Point of Sale)
Point of Sale advertising is located in a retail or supermarket environment
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
An 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
The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign
Short Message Service / text message
Solus Rear
The poster site located on the lower rear of a bus, provides a head-on display for reaching motorists and their passengers
Share of Voice - The percentage of advertising activities for one brand within the total advertising activity for an entire sector or product type
Exterion Media advertising posters on security gates located inside the entrance to supermarkets
Smaller banner poster sites located on both sides of single deck buses and positioned at eye level.  Ideal for reaching drivers and pedestrians
Super Rear
An advertisement site which covers the whole area of the back of a single-deck bus
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
The ‘T’ shaped poster site on a bus, positioned on the driver side, making them ideal for reaching both drivers and pedestrians
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
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 with exception of the windows which are left uncovered

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