Glossary of Industry Terms

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Alternative Media
Outdoor formats that do not fall into the categories of: billboards, street furniture or transit. Most alternative media is used to create customized solutions for advertisers.

Billboard
Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage.

Bleed
Poster copy that extends to the edge of a poster panel frame on all sides.

Bulletin
A standardized outdoor format commonly measuring 14' x 48' in overall size. Sold either as permanent displays or in rotary packages. Bulletin copy can be rendered using hand painting techniques, computer production or printing on paper.

Charting a Showing
The process of selecting individual unit locations to maximize outdoor advertising objectives.

Circulation
Traffic volume in a market.

Computer Production
The process of rendering artwork digitally onto a single-sheet vinyl display surface.

Co-Op
The sharing of advertising costs between a manufacturer and distributor or dealer. Common to all media.

Copy
Artwork displayed on an outdoor unit.

Copy Area
The viewing area on an outdoor unit.

Coverage
The boundaries of a market. The term also refers to the percentage of a county or counties exposed to an outdoor advertising campaign.

Creative Brief
Detailed marketing objectives that pertain to the design of an outdoor campaign. Common to all media.

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Note: Glossary provided by the Outdoor Advertising Association of America. To view a complete listing of industry terms click here.