Out-of-Home Advertising Glossary

Outdoor advertising glossary icon

New to Out-of-Home advertising? 

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

If you’re still unsure, our sales team will be more than happy to help.


Terminology Definition
12-sheet
Large landscape posters. Usually found in corridors on the London Underground, where high volumes of people pass through.
4-sheet Large portrait posters, smaller than 6-sheets. Found in corridors where high volumes of people pass through, across National Rail and the TfL Rail Estate. Excellent for reaching a mass audience.
6-sheet Large portrait posters. Found on station platforms and in corridors across National Rail and the TfL Rail Estate. Excellent for reaching a mass audience.
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 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.
Average Frequency The average number of times an OOH ad is seen by a consumer.
Awareness A measurement of knowledge of the existence of a brand or its advertising.  Measured spontaneously or prompted.
Backlit 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.
Bus Rear The poster site located on the lower rear of a bus, provides a head-on display for reaching motorists and their passengers.
Campaign A promotional effort based on the same strategy and creative idea.
Cost per Thousand Or CPT.  The cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market.
Coverage
The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign.
Creative Solutions
 OOH advertising that goes beyond the frame to create bespoke, standout campaigns that create memorable experiences. This includes wrapped buses and the Oxford circus 5-ways.
Cross-track poster  OOH advertising found on the opposite side of a rail track, facing passengers waiting on rail/Underground platforms. Formats include 16-sheets, 48-sheets and 96-sheets. Excellent for engaging audiences through a high dwell time.
Cycle OOH 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.
D6 Large digital portrait displays that support full-motion. Found in high footfall areas across the TfL Rail Estate and National Rail. These can be used to target specific times of the day (e.g. commuter times).
D12 Massive 98" digital landscape displays that support full-motion. These can be found across Zone 1 stations on London Underground.
Digital Escalator Panel (DEP) Small digital screens found on London Underground escalators. Brilliant creative sequential messaging opportunities, offering increased levels of engagement. 
Digital Out-of-Home or DOOH. Any OOH display that can change its advertising content using digital technology.
Distribution
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.
Duration 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.
DX3
A network of cross-track digital displays on the London Underground. These HD, full-motion digital displays offer unrivalled immediacy in OOH and can show dynamic content.
FOC
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. 
Illumination
Lighting a poster either from above or from behind. 
Impacts
The total number of times a campaign is seen.
Landmark
Large OOH displays with unique shapes, strategically placed in locations with high visibility, such as above escalators or in atriums at shopping centres. These can be either digital or traditional OOH formats.
Lift and Escalator Panel (LEP)
Small static displays found on London Underground and National Rail escalators. Providing a welcome distraction for consumers on the move.
Media Owner
A Media Owner is a company or individual who has the right to sell 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. It is meant for applications where a physical touch, or close to it, is required in order to maintain security.
Opportunity to see (OTS)
The average number of times an individual notices an OOH advertising message during a defined period of time.
Outdoor
Generic name for external poster advertising.
Outdoor 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.
Outfront
The UK trade association for poster site owners. We are the comprehensive resource for anyone using or thinking about Out of Home; showcasing campaigns, and providing research and insight. www.outsmart.org.uk
Out-of-Home (OOH)
All types of advertising intended to reach consumers outside the home.
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.
Passenger Panel
Poster sites located inside of buses. The dwell time offered makes them perfect for communicating more detailed messages to those on board.
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.
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 total number of individuals who see an OOH campaign at least once.
Showcase Squares
Large, backlit square-shaped displays. Found in corridors where high voumnes of people pass through, across the TfL Rail Estate. Excellent for stand-out messages.
SMS
Short Message Service / text message.
SOV
Share of Voice - The percentage of advertising activities for one brand within the total advertising activity for an entire sector or product type.
Streetliner
Smaller banner poster sites located on both sides of single deck buses and positioned at eye level.  Ideal for reaching drivers and pedestrians.
Superside
Banner shaped bus-side poster site that sits on the nearside (facing the pavement). Thee are great for reaching people on high streets, with 95% pedestrain impacts.
T-Side The ‘T’ shaped poster site on a bus, positioned on the driver side, making them ideal for reaching both drivers and pedestrians.
Tube Car Panel (TCP)
Poster sites located inside of London Underground carriages. The 13-minute dwell time offered makes them perfect for communicating more detailed messages to those onboard.
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 which covers the whole of a single or double deck bus.  Effectively ‘wrapping’ the entire bus.


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