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GLOSSARY 8 Sheet Poster 6' x 12' panels found along surface streets. Also known as junior posters. 30 Sheet Poster 12' x 25' panels found on freeways, major arteries and secondary streets. Also known as posters. Allotments The number of panels included in a Poster showing. The Poster medium consists of un-illuminated Posters or a combination of both and is offered for sale in packages by the plant operator. The number of panels in a GRP/ Showing is referred to as the market allotment, which will vary from market to market. Amortization An accounting term used to describe the process of depreciating an asset over an arbitrary period of time. Amortization is often misapplied to billboards describing a government attempt to confiscate property without payment of just compensation. Also a term used in contracting for Bulletins wherein elements such as added embellishments are amortized over the period of the contract. Angled Advertising structures are built for maximum visibility to vehicles approaching the structure. They are classified as angled when one end is set back more than 6' from the other end of the structure as measured along the line of travel. Animation Involves special treatment such as moving components, flashing lights, etc. This tool is used to gain added attention and awareness. Animation is more commonly used on rotary, permanent or spectacular type Bulletins (laws permitting). Annual Average Daily Traffic (Annual ADT) Measurement represents the total number of vehicles passing a given location, based upon 24-hour counts taken over an entire year. Mechanical counts are adjusted to an estimate of annual average daily traffic figure, taking into account seasonal variance, weekly changes and other variables. Approach The distance measured along the line of travel from the point where the advertising structure first becomes visible to the point where copy is no longer readable (having passed out of sight). Apron Metal Skirting around base of billboard which contains billboard owner information. (addition) Artwork Mechanical artwork, including typography, illustrations and/or photoposition prints prepared for printing. Audited Circulation The Traffic Audit Bureau, Inc. (TAB) independently audits records and circulation data for the outdoor media according to established procedures approved by the buyer and seller members. Availability or Avails Avails in Out-of-Home media are the same as other media. It is the space available for sale at a given time. Back lighted Units (Backlit) Advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy duty paper for higher visibility, especially at night. Billboard Common term for Poster Panels and Bulletins Blanking A white paper border applied between the poster and panel molding. Bleed Printed image, which extends beyond the trim edge of the sheet or page. The printed area that extends beyond standard copy/image area; i.e., 14' x 48' standard printed copy area may have 3" of additional printing extending beyond standard copy area. Based on customer requests, we are beginning to bleed images to the bottom of the board. This will result in three (3) additional inches of bleed over the bottom pocket a total of 6" of bleed on the bottom. Bleed-face Bulletin or Poster A bulletin or poster with no border, where the copy covers the entire exposed surface. Bleed to Edge (Bleed to Bottom) Bleed to edge refers to printing the copy area to the total outside dimensions of the substrate. This includes printing on the overlap and pockets. Blocked Panel An advertising structure whose view has been obstructed on a more or less permanent basis. Boards Common term for Posters and Bulletins. Booked Acceptance of a contract for advertising space by the plant operator. Bulletins A large, permanent or rotary advertising structure. Sometimes called a painted bulletin, copy may be painted directly on the surface, posted using printed paper or may be printed (either fully or partially) on a flexible vinyl covering which is then attached to the structure. Usually 14' x 48' panels found on freeways and arteries. Camera Ready Copy and/or artwork, which are ready for the graphic arts camera. Catwalk/Platform portion of structure used for installation purposes. Circulation Traffic volume in a market, used for determining the advertising value of the board. Coat Out The process of covering a painted advertising message (Bulletins) with white or gray paint before new copy is painted. Color Balance The amount of the three colorants (cyan, magenta, and yellow) that will produce a picture with the desired color and without an unwanted color cast or colors bias. Color Correction The reduction of some of the colorant in an area to compensation for the hue error inherent in a set of colorants. Inks for process color are not pure colors; each is contaminated with the two other colors and has a hue error that requires compensation in the separate images. Color Separation Photographic or electronic process of creating patterns or plates for each component of a color space, such as individual items for recreating only cyan, yellow, magenta, or black (CMYK while printing). Computerized Electronics Currently, several advertisers are utilizing computerized LED displays on Out-of-Home advertising structures; enables a computer operator to change the advertising message electronically on a continual basis. Computer Printing/ Painting Method of applying design to flexible vinyl via computer technology; insures faithful reproduction of full or partial size, full color advertisements with quality assurance from copy to copy; reusable and resistant to fading, cracking and weather. Conforming Sign A sign or a billboard legally erected in accordance with federal, state and local permit requirements and laws. Continuous Tones Method of printing where color dots of equal size are placed in a variable-spaced pattern, creating the effect of more natural color transitions. Commonly identified as the film for the four colors of a separation before it is broken into dots. Contrast The amount of difference between the lightest and the darkest areas in a photo or artwork. Cooperative Account (Co-Op) Method of sharing costs of advertising offered by a manufacturer to distributors, dealers, or retailers. This is common to all media types. Copy The advertising message (words and illustrations). Copy Area The area that the copy (including words and illustrations) occupies on the board. Cost Per Thousand - CPM The cost of reaching one thousand potential viewers of an Out-of-Home panel. The formula for calculation: the monthly cost divided by the circulation in thousands. Coverage Coverage may refer to a) the market or b) that percentage of a market population that has potential exposure (reasonable opportunity to see the advertising), or "reach," of the panels purchased. Crop To eliminate portions of copy or a photograph. On a keyline "cropmarks" indicate the amount of trimming needed. Cross-Reader An advertising display which is visible across traffic lanes on the opposite side of the roadway. Customized Rotation Bulletins that are moved periodically to new locations throughout the market area according to the client's marketing objectives. Cut-Outs; Extensions; Embellishments Add-ons to the structure (usually Bulletins) that extend beyond the standard structure area to command greater attention to the message. This can include letters, packages, 3-D elements, fiber optics, etc. Cyan One of the three subtractive primary colors used in process printing. It is commonly known as process blue. Daily Effective Circulation (DEC) Average number of persons potentially exposed to an advertising display for either 12 hours (un-illuminated - 6:00 am to 6:00 pm) or 18 hours (illuminated - 6:00 am to 12:00 midnight) or 24 hours (illuminated 24x7). Day-Glo A trade name for certain inks or lacquers that become fluorescent when activated by ultraviolet rays of sunlight or special illumination. Demographic Profiles Audience breakdowns based on various characteristics such as age, sex, income, education, etc. Department of Transportation (DOT) Official agency of the federal or state government which regulates and studies traffic flow, and issues statistics on same. DOT studies are the basis of most DECs audited by the TAB (Traffic Audit Bureau). Display Period The time period during which an individual message is on display. Posters are normally contracted on a monthly basis, rotating bulletins typically display for a two-month period, and the term for permanent bulletins depends on the individual contract. DPI (Dots Per Inch) Unit of measure used to describe the resolution capability of a piece input or output hardware, such as an inkjet, a laser, a scanner or a monitor, by measuring the number of separated dots the device can reproduce in one horizontal or vertical linear inch (i.e., 600 dpi). If horizontal and vertical resolutions differ, generally both will be given (i.e., 600 x 1200 dpi). The greater the number of dots, the less distinguishable each dot becomes, making the output image sharper as the resolution increases. Samples-per-inch often preferred as the correct terminology. Embellishments See Cut Outs. Exposure Represents the reasonable opportunity for advertising to be seen and read; common to all media. Extensions The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure. Face The surface of an Out-of-Home structure on which the advertising message is displayed. One billboard structure may have more than one face. Facing (Direction) Specifies the direction the panel may be seen to the traffic flow; e.g., a south facing panel can be seen only by north-bound traffic and vice versa. Fiber Optic Display An innovative use of electronic light transmitting fibers to create changeable copy displays. Flat Color Colors and tints that are not formulated from standard process colors. Finished Size Total outside dimensions of vinyl, including pockets and bleed. Also called "blank size." Flexible Face Single-sheet vinyl used in computer painting and mounted on the face of outdoor structures. Footings Metal base securing the sign structure underground. Four-Color Process The method of separating color art or photos, by use of filters, into the four process colors; cyan, magenta, yellow and black. Frequency The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency (and reach) in Out-of-Home media is normally measured over a 30-day period. Geo-Demographic Mapping Method of providing audience specifics as they relate to Out-of-Home locations, both geographically and demographically. Enables plant operators to specify those locations which most efficiently reach target audiences - by age, sex, income, brand preference and purchase behavior profiles. Global Positioning Systems (GPS) / Global Information Systems (GIS) Highly accurate location system which precisely pinpoints structures in terms of exact latitude and longitude using hand-held instruments that communicate with orbiting satellites. Gradation Steps of transition between two colors or between black and white, created by mixing percentages of a dominant and secondary color and then alternating them to create the effect. (Sometimes referred as "gradient".) Gross Impressions Gross impressions refer to the total number of impression opportunities registered against the target audience by a GRP/Showing. Gross Rating Points (GRPs) Are the total number of impressions delivered by a media schedule expressed as a percentage of the population. GRPs for Out-of-Home generally refer to the Daily Effective Circulation generated by advertising panels divided by the market. Halftone Process of reducing an image as a series of various sized dots within a fixed grid. An image made by photographing an image through a screen so that the detail is reproduced with dots. The process still gives the illusion of continuous, smooth image. Hard Proof A color proof made on a substrate from production films or on a substrate directly from the stored pixel data. The latter is usually referred to as a digital hard proof, and a video proof as a digital soft proof. Head-On An advertising structure built so that all traffic approaches are perpendicular (head-on) to the face of the structure. Highway Beautification Federal billboard legislation, sometimes called ACT (HBA) the Lady Bird Act, passed in 1965 and signed by President Lyndon B. Johnson. The HBA mandates state billboard controls on Interstate, Federal-Aid Primary highways and the new National Highway System. Illegal Sign A sign or billboard unlawfully erected or maintained. Expeditious removal of illegal signs without compensation is supported by the OAAA and related industry trade associations. Illuminated Advertising displays with electrical equipment installed for illumination of the message at night, or in early morning darkness. Image Area The portion of the printed surface that is intended for the actual viewing area of the advertising message, i.e., the image area for a 14' x 48' bulletin is 14' x 48'. Any printed surface beyond this area is considered "bleed". May also be referred to as copy area, live area, and viewing area. These terms mean EXACTLY the same thing as image area. Imprints Name of the plant operator affixed to the bottom portion of the structure. JPEG (Joint Photographic Expert Group) Graphics file format designed for use with photographs and other color bitmaps. The JPEG format uses a mathematical technique to create files that are smaller than would be the case with other graphics files formats; the process loses some of the image's data information, but usually not enough to alter the overall image quality. Layout A drawing that gives the general appearance of the finished piece and usually indicates the relationship between illustrations and copy. Line Screen Term referring to the organization of elements of a printing screen, used to define the density of the screen, i.e., a 133-line screen refers to a pattern with halftone dots per inch. The higher the number, the higher the quality of detail reproduction. Location Codes Letters used to designate the location of an advertising display on a street. Standard abbreviations used are: EB - eastbound, WB - westbound, NB - northbound, SB - southbound. Location Map A map of the market with dots indicating the location of the bulletins for a specific GRP/ Showing. Magenta One of the three primary colors of process printing. It is commonly called process red. Mandatory Copy Copy required by law to appear on the advertising of certain products, such as liquor and tobacco products. Market A specific political, geographical, economic, or statistical area (i.e., Los Angeles Metro Market). Minimum Showing The smallest number of posters (showing) that may be purchased by an advertiser without paying single-panel rates. Moire Pattern Visual defect that occurs when the dots of the different separations used to create a halftone image are at unevenly spaced, conflicting or overlapping angles. Molding (Trim) The frame of metal, plastic or wood which surrounds the face of an advertising structure. Monopole/ Unipole Structures fabricated on a single steel pole or column. Multiple Facing A display location with two or more adjacent (within 25 ft.) or stacked posters facing the same direction. Negatives The reverse of a photo or art. Net Reach Refers to the total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage. Non-Conforming Sign A billboard which was legally erected but does not comply with subsequently enacted sign restrictions. Legal non-conforming signs require just compensation for removal under the Highway Beautification Act. Official Count The traffic count taken from official sources, such as the state or city departments of transportation. Off-Premise Sign A sign structure advertising an establishment, merchandise, service or entertainment located elsewhere. On-Premise Sign A sign which advertises goods or services offered by business enterprises on the property. Overlap Refers to the amount of vinyl that extends beyond the copy area and up to the pocket. Stated another way, the area of vinyl between the image area and pockets. This area is almost always printed as a "bleed" in order to provide a small margin for error in hanging the board. As a result, "overlap" and "bleed" are sometimes confused. An example: a 14' x 48' copy area + 3" overlap, top, bottom, & sides, + 3" pockets top, bottom, & side = 15' x 49' total outside dimensions (finished size) of the vinyl blank. Overlay A paper-strip "add-on" pasted on the face of the poster, which may contain a price designation or announce a special promotion for the advertiser. Pantone Matching System (PMS) Color Book A book listing specific color numbers for use in universal matching of colors in print. Periods Posters are sold in 28 day periods. Permanent Bulletin A bulletin which remains on a structure or building permanently. Permit A license granted by the state and/ or locality to authorize a sign structure on a site. All states have laws requiring state permits for billboards along the Interstate and Federal-Aid Primary highways. Localities may also require permits for billboards. Pockets Pockets are hems welded into the vinyl to accept gripper bars for vinyl installation. They are similar to a hem in a curtain. Pockets will be a standard 3" (top, bottom, & sides). This results in a pocket with a 6" circumference. In terms of the vinyl face, the "pocket" is more accurately described as a "margin." A 14' image with 3" bleeds and 3" pockets (or margins) yields a finished size of 15'. (Also referred to as "wrap.") Regardless of whether a board is printed with or without bleeds or margins, the mechanical pocket still exists. This pocket typically is 4" of material, folded over and seamed with a 1" seam yielding a 3" pocket. Poster A term used for advertising messages that are posted on advertising structures. Posting Date The date when all the posters in a showing are scheduled for display. These dates can be set at any time of the month according to the outdoor company's work load or the client's timing requirements. Posting Leeway A five-day grace period after the scheduled posting date during which the outdoor company can complete the posting without incurring a penalty. Posting Period The time period during which one poster is displayed (typically one month or 30 days). Potential Viewers (PV) A projection of the maximum number of persons who have the opportunity to view a given outdoor display. This equates with the Daily Effective Circulation (DEC). PPI (Pixels Per Inch) A resolution factor, which determines the physical size a raster image will be printed or displayed. Given a raster image, which, by definition, is a fixed number of pixels horizontal, by a fixed number of pixels vertical, ppi describes how many of the pixels in the raster image will occur in one inch. For example, a raster image which contains 400 pixels horizontal by 400 pixels vertical will be 1.33" x 1.33" at 300 ppi (400./.300=1.33). The greater the number of pixels, the less distinguishable each pixel becomes, making the output image sharper as the resolution increases-to the point that the output can reproduce additional pixels. Pressure Sensitive Vinyl Pressure sensitive vinyl is a self-adhesive material, which is protected by a removable backing. The vinyl can be adhered to a variety of substrates or surfaces. Some are easily removed within a specified period of time, according to the manufacturer's instructions. Others are designed for a more permanent installation. The UV stability of pressure sensitive vinyl is substantially less than flexible vinyl. May also be referred to as sticky back vinyl or self-adhesive vinyl. Print Area The total printed area equals the image area plus the bleed area. The picture to the right shows the image area with a bleed around the image area and all the way to the bottom of the board. Primary Color Color that is basis for all other color combinations. Primary colors are red, green and blue (RGB) in light; cyan, magenta and yellow (CMY) in color photographic printing. Black, or key (K), is added as a fourth ink in CMY printing to produce clearer and sharper images. The colorants of a system used to reproduce the colors for the entire reproduction. Cyan, magenta and yellow are subtractive primary colors while red, green, and blue are additive primary colors. Process Color Cyan, magenta, yellow and black, combined in a matching system to recreate thousand of colors in offset and direct digital printing. The three colors (cyan, magenta and yellow) plus black that are used in full color printing. Public Service Announcement Copy of a civic or philanthropic nature placed in the interest of community welfare. Not counted in audited circulation. Rate The quoted or printed cost of Out-of-Home advertising usually stated for GRP/ Showings on a per month basis. Reach Reach is the approximate percentage of the target audience's population which will be potentially exposed to the advertising message at least once during the GRP/ Showing. Real Estate Rep/ Lease Person The plant employee who negotiates with landlords to build signs on their property. Repetition The average number of times each person is exposed to a particular showing during the display period (also called "Frequency"). Reposting Charge An additional charge for posting design changes before expiration of display period. Resolution Number of dots- or samples-per-inch a device is capable of recognizing or producing. Riding the Showing/ Riding the Boards A physical inspection of the faces which comprise an advertising buy; either pre-buy or post-buy. Right of Way Area along highway or arterial which is under control of city, county, state, etc. Billboards are located on private land adjacent to the highway right of way. Rotating Bulletin Moving the advertiser's message between display locations at designated intervals to achieve greater coverage of a market. Sans Serif Type Any type style that does not have cross strokes on the ends of the letters. The type used on this page is sans serif. Satellite Systems Electronic communications method which uses satellite connections to turn on or off lighting on Out-of-Home structures from a central location; can also warn of power outages, bulb expiration, and other maintenance needs. Separations The four-color negatives or positives, which are the result of changing full color, photos or art into the four process colors (yellow, magenta, cyan, and black). Setback The distance measured from the line of travel to the center of the advertising panel. Showing The total number of panels in a buy. GRP/ Showings which relate directly to the population of the market. Skirting Material mounted immediately below the face of bulletins which improves the presentation of the display. Snipe Refers to a small added strip along a Poster design to announce special or revised messages. Spectacular An Out-of-Home structure built to specifications of one advertiser for use over a long term. The copy is presented in a spectacular or out-sized fashion through a variety of devices: embellishments, special lighting effects, 3D features, etc. Standardized Structures Outdoor advertising structures constructed in accordance with the specifications established by the OAAA. Stock Poster A standard design for a specific category of business which may be purchased and used by advertisers in that category merely by adding their trade name to the stock Poster design. Target Audience Profile of the most desired prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. Traffic Audit Bureau (TAB)/ for Media Measurement The Traffic Audit Bureau is the official national authority for circulation authentication of Out-of-Home Media. It is a third-party, independent organization supported by advertisers, advertising agencies and media owners, and applies statistically-reliable counting procedures. Traffic Count The average annual daily traffic (number of cars) which exists in a specific geographic location. Trivision An outdoor display composed of mechanically operated triangular louvers or slats containing three separate advertising messages. Each of the advertisements becomes visible when the louvers are synchronically rotated to one of three positions. Un-illuminated Panel An advertising panel not equipped with illumination. Un-zoned Commercial and Industrial Area Used by local jurisdictions where there is no comprehensive zoning in place or where a locality cannot zone. Billboards are allowed in un-zoned commercial and industrial areas, where other legitimate business activity takes place. Wave Posting Concentration of Poster showings in a succession of areas within the market. Usually coincides with special promotions in the designated areas. Wrap or Wrap-Around Refers to any flexible vinyl, printed or painted, that is installed or secured to the sign by wrapping or stretching it around the outside edges of the sign and securing it to the back of the sign with ratchets or any other method. Wrap The area of a flexible vinyl that wraps around the edge of the structure, usually referred to as "pocket." |