Glossary of Industry Terms

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Reach
The approximate percentage of a target audience's population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four week periods. Common to all media.

Rotary Bulletin
A standardized 14' x 48' bulletin that is moved to different locations in a market at fixed intervals, usually every 60 or 90 days. A rotary bulletin program can provide balanced reach in a market.

Sign
Any structure used to display information regarding a product or service. An outdoor unit is a sign.

Street Furniture
Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic. Street furniture displays include, but are not limited to: transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.

Target Audience
The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. Common to all media.

Traffic Audit
The third party verification of traffic circulation in a market. Traffic audit information is used to calculate outdoor advertising DEC figures.

Traffic Count
The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the potential exposure of outdoor advertising structures.

Transit
Transit advertising are displays affixed to moving vehicles or in the common areas of transit terminals and stations. Transit displays include, but are not limited to: bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage (trucks).

Transit Poster (Bus)
Posters attached to the exterior of buses. Common displays are king panels measuring 30” x 144” in overall size with a bleed copy area of 29” x 144”, queen panels measuring 30” x 88” in overall size with a bleed copy area of 29” x 88”, and side-tail panels measuring 21” x 70” in overall size with the same bleed copy area.

Transit Poster (Commuter Rail)
Posters displayed in commuter rail stations and on trains.

Transit Shelter
A curbside structure located at regular stopping points along urban bus routes. Backlit posters are affixed to transit shelter structures using a standardized display format measuring 69” x 48” in overall size with a bleed copy area of 67” x 46”.

Unit
Any outdoor advertising display.

Vinyl
A single-sheet substrate on which an advertising message is rendered by either computer production or hand painting. Vinyl is primarily used on the face of bulletins & Premiere products.

Wallscape
Murals painted or attached directly onto the exterior surface of a building.

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