Glossary of Industry Terms

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Location List
A listing of all locations included in a specific outdoor program.

Mobile Billboard
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.

OAAA
Outdoor Advertising Association of America . The term refers to a national trade association representing and supported by the member plant operators, suppliers, associates and international members. The mission of the OAAA is to promote, protect and improve the outdoor advertising medium by focusing on legislation, marketing, product improvement, new technologies and industry unity.

OBIE Award
An annual award that recognizes creative excellence in outdoor media. The OBIE Award program is administered by the OAAA.

Official Counts
The traffic counts taken from official (governmental) sources such as city, state or county departments of transportation.

Off-Premise Sign
A sign that advertises products or services that are not sold, produced, manufactured or furnished on the property where the sign is located. An outdoor display is an off-premise sign.

On-Premise Sign
A sign that advertises products or services that are sold, produced, manufactured or furnished on the property where the sign is located.

Out of Home
All advertising that is specifically intended to reach consumers outside the home. Out of home includes, but is not limited to, outdoor media and radio.

Outdoor Advertising
The term refers to many forms of media that carry advertising messages to consumer audiences outside the home. Outdoor products are divided among three primary categories, billboards, street furniture and transit.

Permanent Bulletin
A bulletin that remains permanently located at a specified site throughout the term of a contract, usually for long periods. A permanent bulletin program can build strong brand recognition in specific market areas.

Poster Panel
A outdoor unit that can accommodate 30-sheet and 8-sheet poster displays.

Posting Date
The date when a poster program is scheduled to commence. A five day leeway is customary.

Posting Instructions
Detailed marketing objectives provided to an outdoor company by an advertiser or agency. The information is used to chart a showing with the greatest efficiency in reaching a desired target audience.

Posting Leeway
The outdoor company is allowed a grace period of five working days before and after a scheduled posting date. This allows the company to complete posting a showing without penalty in the event of a delay caused by weather or unforeseen circumstances.

Post-Turn
An outdoor unit with a slatted face that allows three different copy messages to revolve at intermittent intervals. Sometimes referred to as a Trivision.

Proof-of-Performance
Certification by an outdoor company that contracted advertising services have been rendered.

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