The following glossary defines the key words and terms commonly used within the Out of Home (OOH) industry in Australia.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
ABAC
The Alcohol Beverages Advertising Code Scheme (ABAC) administers the quasi-regulatory Code for alcohol advertising and packaging. All complaints about alcohol advertising are received and considered by Ad Standards and also forwarded to ABAC for consideration by the ABAC Complaints Panel.
ABAC Adjudication Panel
The panel convened to adjudicate complaints received by the ABAC Scheme.
ABAC Code
Sets out the standards for alcohol marketing in Australia.
Ad Standards
Ad Standards administers Australia’s national system of advertising self-regulation in relation to both public and competitor complaints.
Ad Standards Community Panel
The Ad Standards Community Panel determines whether advertisements meet the requirements of various AANA and other industry Codes. There are 20 community representatives on the Community Panel.
Ad unit orientation
Should be referred to as either Landscape or Portrait. Companion Ad unit orientation should also be referred to as either Companion Landscape or Companion Portrait.
Advertising structure
Physical structures built by an outdoor advertising organisation to display advertising. The message may be applied to the structure in several different ways. Structures are built to carry standard size advertising material.
Agency commission
The sum of money paid to an advertising or media placement agency by OOH contractors for placing business, usually 10% of the value (gross rate) of the OOH contract.
Airport advertising
Includes internal and external displays of various sizes.
Allotment
The number of units required to achieve a desired gross rating point level in a market.
Animation
Animation involves special treatment such as moving units, flashing lights, etc, used to gain added attention and awareness. Animation is more commonly used in rotating, permanent or spectacular sites.
Approach
The distance measured along the line of travel from the point where an advertising unit first becomes fully visible to the point where the copy is no longer readable.
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.
Arterials
Major connecting roads within cities or between towns. Vehicle occupancy rates vary with proximity to residential and/or CBD section of the road.
Asset
An individual site of any particular OOH format.
Audience
A group of people that an advertising message is aimed towards. This group can be defined by age, gender or any other grouping specified by the advertiser.
Audience accumulation
The Reach measure denoting the total number of different people exposed to a medium over a specified period, such as a one-week measure of a face.
Audience composition
The profile of measured audiences to an advertising face with respect to selected demographic and/or other variables.
Audience impression
Audience Impressions are calculated by taking the won impression and multiplying it by the impression multiplier passed by the exchange. This allows advertisers to understand the potential number of viewers of our OOH campaign and not just the number of times the ad was shown.
Audience Measurement System (AMS)
The AMS is used when providing site packages and audience measurement results to media agencies.
Audience reach
A term that provides a count of the total number of people who were likely to be exposed to the message.
Australian Association of National Advertisers (AANA)
The Australian Association of National Advertisers (AANA) is the peak national body championing the interests of Australia's advertisers.
Availability
As in other media, availability is the space available for sale at a given time.
Average audience
The average number of individuals viewing a face/campaign, or sub group, over a given interval (eg weekly or monthly).
Average daily traffic count
The OOH audience is measured by the number of vehicles passing a specific site multiplied by the estimated average vehicle occupancy. Traffic counts are available from state, road or transport authorities and estimates of vehicle occupancy for different types of roads are also available from the same source. All counts provided from this information should be for one-way viewing. Such traffic counts do not include pedestrian audience that may be significant when sites are within a CBD or at a retail shopping location. Occupancy rates vary by location but are generally between 1.45 and 1.75 per vehicle.
Awareness
The recalled recognition of an OOH advertising message by an individual or audience. Ad awareness is influenced by creative copy and the consumer’s relationship with the product or category.
Back to top
B
Backlight units (Backlit)
Advertising structures that house illumination in a box to light translucent advertising printed on vinyl for higher visibility and extended night viewing.
Behavioural profiles
Profiles based on past-observed behaviour, typically within 30-90 days of recency. Behavioural profiles may or may not refer to a profile of unique users.
Behavioural Segments
Segmenting audiences that are defined by previous behaviours, frequently their recent online behaviour, or offline purchases and visitation. For example, an auto advertiser may seek to reach anyone who’s visited an auto review site in the last 30 days.
Billboard
Large-format advertising displays intended for viewing from extended distances, generally more than 15 metres. Billboard units include but are not limited to landmarks, posters, super 8s and spectaculars.
Bleed
Display area which extends beyond the live copy area, often to the edge of the finished size.
Bulletin
A standardized OOH format commonly measuring 14' x 48' in overall size. Typically sold in rotary packages or as permanent displays. Bulletin copy can be rendered using hand painting techniques, computer production or printing on paper.
Bus advertising
Bus advertising is part of the city and urban environment and is available in all capital cities and some major regional centres. A combination of mobility and visual impact reaches pedestrians, drivers and vehicle passengers. Bus advertising offers options of side and rear panels through to fully painted buses.
Bus shelter
An integrated shelter with either a single or double-sided 1.8m x 1.2m or 1.5m x 1.0m size poster. In many circumstances, poster displays are internally illuminated. A combination of flexible media buys, by market and by duration, allows specific targeting, through to extension of other OOH and mainstream advertising. Rotational or fixed site packages, along with regular copy changes, allow advertisers to customise their advertising. Ideally suited for all advertisers from national brands to local businesses.
Buyergraphic
A profile based on past purchase behaviour, such as: What items? When? How much was spent?
Back to top
C
Campaign
A promotional effort over a specified interval, based on the same strategy and creative idea.
Campaign period
The interval spanning from the first to the last days of a campaign schedule of advertising faces.
Cancellation period
A specified period of time when a contract can be terminated.
Candela (cd)
A measurement of directional light/intensity from a point source.
Census demographics
The Australian Bureau of Statistics (ABS) population statistics.
Channel letters
Letters with recessed surfaces designed to accommodate neon tubing.
Charting
The process of selecting and scheduling individual unit locations to maximize OOH advertising objectives.
Circulation
The foundation for determining the advertising value of OOH sites. OOH circulation is based on traffic volume. There are three types of people in this volume: occupants of cars, pedestrians, and mass transit passengers. Generally, OOH circulation figures will only reflect people in vehicles. Occupancy rates vary by state, type of location and time of day.
Code of Ethics
Members of the Outdoor Media Association (OMA) adhere to an industry Code of Ethics to ensure they operate their businesses responsibly in the community and abide by the regulatory frameworks of the industry.
Commercial signs
Usually located on commercial sites, these advertising structures appear on roofs, walls, monopoles or other faces of business establishments or manufacturing plants for the purpose of identification or direction. They are not advertising media signs and members of the Outdoor Media Association (OMA) are not normally involved.
Communications Council
The Communications Council is the peak body representing agencies in the marketing communications industry to media, government and the public.
Consumer spending data
Data on consumer spending.
Contacts
The cumulative number of exposures (Reach x Frequency).
Content
Non-advertising material displayed on a screen.
Continuity
The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks.
Co-op
The sharing of advertising costs between a manufacturer and distributor or dealer.
Copy
The complete advertising message to be displayed on the advertising structure.
Copy area
The viewing area on an OOH face.
Cost efficiency
A financial performance measure of a schedule of faces that is calculated by dividing the price paid by the audience delivery with reference to the target audience(s) of the advertising campaign. The main measure of cost efficiency is Cost Per Thousand (CPM).
Cost per Minute (CPM)
Calculation of operating hours and SOV to present cost (price) to deliver one advertiser one minute of screen time.
Cost per Play (CPP)
The cost (price) to deliver an ad play on a screen. Variations in the advertising play length will exist. Cost per Thousand (CPM) - the cost (price) to deliver 1000 impressions or contacts
Cost per Ratings Point (CPRP)
The cost of advertising exposure opportunities that equals one rating point in any geographically defined market.
Cost per Thousand (CPM)
The cost of a face or package divided by the total number of contacts the face achieves. This is used to compare the cost of advertising in different media or different situations.
Count Station
A section of road with a specific traffic pattern. Count stations contain traffic estimates and the demographic composition of that traffic.
Coverage
Based on the defined geographic parameters of a market, expressed as Designated Market Areas (DMAs), Core-based Statistical Areas (CBSAs), groups of counties, or individual counties, also known as coverage area. Coverage can also be the per cent of the population within any of these geographic areas that can be reached by the total inventory of a media operator.
Cross-read
An advertising display which is visible across traffic lanes on the opposite side of the roadway.
Cuende
The Spanish audience measurement research company providing a software licence to MOVE to help calculate total audiences, or Opportunity To See (OTS), around individual faces within the roadside environment.
Cumulative audience
The number of different people who will see the face or campaign in a given time period - e.g. within a week or within a month. Same as reach.
Custom market
Any market used by a plant or advertiser other than a Designated Market Area (DMA) or Core-based Statistical Area (CBSA). Custom markets are used by plants or advertisers to highlight OOH delivery within relevant geographic areas. Custom markets are generally counties or groups of counties.
Cut-outs, embellishments, add-ons
These may be letters, packages, figures, or mechanical devices attached to the face of an OOH sign that extend beyond the sign area. They can provide a three-dimensional effect but may be limited by location and/or engineering requirements.
Cycle
Outdoor advertising is usually on display for a 14 day period known as a cycle. There are 26 cycles in a calendar year. A posting calendar outlines the relevant dates.
Back to top
D
Daily Effective Circulation (DECs)
The historical OOH audience measurement system. Daily Effective Ciculations (DECs) are the average number of persons, in cars or other vehicles, passing and potentially exposed to an advertising display.
Demographic targeting
Targeting audiences that are defined by demographic attributes i.e. age, gender, household income, presence of children.
Demographic profile
Audience breakdowns based on various characteristics such as age, sex, income, education, etc.
Department of Transport/Main Roads etc.
Names vary by state. The official government agency that regulates and studies traffic flows and issues statistics about these. These figures become the basis of traffic count research carried out by OOH advertising companies when evaluating sites.
Digital billboard
Billboards that can change advertising content using digital technology. Content is static with multiple advertising message presented in rotation every few seconds.
Digital movement
Refers to the technology applied to an Outdoor media structure or advertising face to add creative impact through movement, illumination, etc.
Digital Out of Home (DOOH)
Any OOH display that can change its advertising content using addressable screen technology.
Digital place-based media
Addressable OOH screens that change advertising content remotely, excluding roadside digital OOH media such as billboards and bus shelters. Digital place-based media includes a broad range of content including static messages and full motion video with an audio track.
Display period
The exposure time during which the individual advertising message is on display. Poster display periods vary depending upon individual advertiser needs and copy change periods dictated by the campaigns.
Distribution
The location of the individual advertising OOH unit sites within a market relative to exposure potential.
Dwell time
The length of time an advertisement is shown on screen before changing.
Back to top
E
Eccentricity
The angle of viewing between the audience and the face at a specific distance.
Eco-poster or Eco-flex vinyl
Environmentally friendly, recyclable substrates made from 100% polyethylene (PE) material that attaches as a single sheet to a poster or bulletin structure.
Effective circulation
Potential viewers. An estimate of the audience that has an Opportunity To See (OTS) an OOH unit eg occupants of west-bound vehicles for an east-facing site.
Effective frequency
The level of exposure frequency at which reach is deemed "effectively" delivered.
Effective reach
The unique number or percentage of a target audience that is exposed to a schedule of faces at a set level of frequency. This will typically specify a lower threshold value indicating the minimum level of exposure deemed as sufficient for ‘effective’ advertising purposes (eg. 4+ cover) and an upper threshold (eg. 12+ cover) above which additional exposures are considered as waste.
Electronic Message Centre (EMC)
An Electronic Message Centre can be remotely programmed to display a message using a personal computer and a modem.
Embellishment
Letters, figures, mechanical devices or lighting that is attached to the face of an OOH unit to create a special effect.
Environment
The place and location of the advertising network and screens. Examples include supermarkets, shopping centres, office buildings and other places where consumers can be found.
Exposure
Represents the opportunity for a message to be seen and read.
Expressway
Limited access roadway with speed limits ranging from 80km/h to 115km/h and parking prohibited.
Extension
An area of copy made as a cut out that falls outside the basic restraints of a bulletin or poster.
External
Faces viewed from the roadside environment (e.g. billboard, bus shelter).
Eye tracking
A survey methodology that records the movement of the eye and its fixations in relation to what an individual is looking at. The fixations are used to determine the factors that influence a person's Likelihood To See (LTS) an advertising face.
Back to top
F
Face
The surface of an OOH advertising structure on which the advertising message is posted or painted.
Facing
Specifies the direction the OOH unit may be seen to traffic flow. For example, a south-facing unit can only be seen by northbound traffic and vice-versa.
Fibre optic display
An innovative use of electronic light transmitting fibres to create changeable copy displays.
Finishing
The method used to hem the edges of posters and bulletins. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.
Flagging
A tear that causes production to hang loose from an OOH face, typically due to natural elements (i.e. excessive wind or rain).
Flexible sign written vinyls (Woven Polyester)
These can be of a full photographic reproduction quality. These skins are ideal for rotation of campaigns around 24 Sheet sites, Supersites or Spectaculars within a city or interstate.
Flight/flighting
The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Format
Refers to the type of OOH media: Billboards 25sqm+, Bus/Tram/Kiosk, Retail, Airport, etc.
Frequency
The number of times an average individual has the opportunity to be exposed to an advertising message during a period of time.
Frequency distribution
Distribution showing the percentage of the target audience population who have viewed a schedule of faces at each level of frequency. Results can be requested for individual frequency levels or for a range of frequency levels.
Back to top
G
Geographic targeting
Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/ longitude data to broader attributes as post code or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.
Government Household Travel Survey (GHTS)
Government travel surveys that records the movements of all individuals over a period of time (usually one day).
Gross Rating Points (GRPs)
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.
Back to top
H
Head-on
When a poster site is facing oncoming traffic or pedestrian flow.
Back to top
I
Illumination
An OOH structure with internal or external electrical equipment installed for illumination of the message at night.
Impact
A unit of measure with one impact being equal to one person's viewing of a single face. Impacts also referred to as gross impressions or contacts.
Impact delivery
Sum of impacts across a schedule of faces. Impact delivery is most commonly used as a measure of the total audience delivered.
Impressions
The total number of times people are likely to notice an ad on an OOH display. Gross impressions are those delivered against a demographic audience for an advertising schedule. In-Market impressions are the average number of times people that live in a defined market (e.g. a Designated Market Area (DMA) or Core-based Statistical Area (CBSA) are likely to notice an ad on an OOH display. In-market impressions exclude impressions derived from people who travel into or through the market, but live outside of it. In-market impressions are the audience from which GRPs are calculated.
Impressions multiplier
The impression multiplier is greater than zero (but can be less than one) value passed on through the bid request by an exchange to signify the audience impression count - or potential number of viewers - for that particular opportunity or request. Impression multipliers are measured in a few different ways by vendors.
Intensity
Often called brightness. The LED industry measures display intensity in candelas per square metre, which is also referred to as nits.
Internal
Faces that have no external viewing opportunity are classified as internal (eg shopping centre, airport terminal, etc.)
Inventory
The collection of assets owned by an OOH media company.
Back to top
J
Junior poster
A standardized poster format, typically measuring 6’ x 12’; formally known as an 8 Sheet.
Back to top
K
L
Landmarks
An iconic style billboard of no standard size, but usually larger than a spectacular, positioned at a prime location in a market.
LED
LED's or Light Emitting Diodes, are the lamps used in Electronic Messaging Centres (EMCs) and colour screens.
Lifestyle/retail
OOH media that are used to create customized advertising programs that generally target specific consumer audiences. Lifestyle/retail includes, but is not limited to: arena and stadiums, placed based, digital networks, health clubs/restaurants/bars, exterior placed based (i.e. airborne, marine, resorts and leisure).
Lightbox
Poster site, most often a 48 sheet or 96 sheet, which is 'back-illuminated'.
Likelihood To See (LTS)
This is the adjusted level of audience derived from applying a Visibility Index (VI) score(s) to all people with the Opportunity To See (OTS) an advertising face.
Lithography
A popular printing method for producing large quantities of posters in full colour.
Longitudinal survey
A list of OOH spaces supplied to buyers describing the location of all units sold.
Look-alike targeting
Targeting audiences that have some number of attributes in common with an audience of interest. For example, an advertiser may target “look-alikes” of past purchasers, i.e. people who share demographic or behavioural characteristics of past purchasers but have not themselves made a purchase.
Luminance
The amount of visible light leaving a point on a surface in a given direction. This ‘surface’ can be a physical surface or an imaginary plane, and the light leaving the surface can be due to reflection, transmission and/or emission. The standard unit of luminance is the candela per square meter (cd/m2). As used in video applications, luminance is the degree of brightness (black and white portion of the video signal) at any given point in the video image. A video signal is comprised of luminance, chrominance (colour information) and synchronisation. If luminance is high, the picture is bright, and if low, the picture is dark.
Back to top
M
M14+
A standard demographic in MOVE meaning all males aged older than 14 years.
Main Grocery Buyer (MGB)
A standard demographic in MOVE meaning all people who classify themselves as the Main Grocery Buyer (MGB). Note: there can only be one MGB classified per household.
Market
An area of interest for a commercial organisation, usually corresponding with the area where a survey is done. Also refers to where inventory or an audience is located.
Market ride
The physical inspection of the units that comprise an OOH program in a market - either pre-buy or post-buy.
Marketing communications
Marketing communications in Australia generated by or within the reasonable control of a marketer including but not limited to brand advertising (including trade advertising), competitions, digital communications (including in mobile and social media), product names and packaging, advertorials, alcohol brand extensions to non-alcohol beverage products, point of sale materials, retailer advertising and marketing collateral.
Master brand
The overarching branding of an advertiser which may or may not primarily manufacture discretionary food and drink products but does not include individual product lines. For example, McDonald’s but not Big Mac, Kellogg’s but not Coco Pops.
Media Federation of Australia (MFA)
The MFA is the peak body representing media communication companies. The MFA aims to encourage operational excellence in the field of media communication connections and to define and develop best practice standards to support its member and the role it plays in servicing its clients.
Media mix
The combination of media types and associated audience weight levels used together to meet the objectives of a media plan (or advertising campaign).
Media owner
A media owner is a company or individual who has the right to sell outdoor advertising space.
Media plan
A plan for an advertising campaign that specifies details of the selected media, advertising content, dates and delivery goals such as reach and frequency.
Media unit
A unit defined by the DOOH network, used to describe the physical device on which a DOOH ad unit will play. Common media unit type references in Australia include panels, site or faces. Most often for digital place-based networks, a media unit is a single screen, however in locations where multiple screens are combined to portray content that is larger than one screen, the entirety of the group of screens may be referred to as a single media unit.
Mega rear
An advertisement site which covers the whole area of the back of a double-deck bus.
Message duration
The interval of time when a digital OOH advertising message is viewed.
Minor
A person who is under 18 years of age and therefore not legally permitted to purchase Alcohol in Australia.
Mobile billboard
Usually 6m x 3m (24 Sheet) mounted on a small commercial vehicle or trailer. Available nationally, some with illumination and/or loud speakers for playing jingles etc. Used for retail promotion or special events.
Monopole/unipole
Structures fabricated on a single steel pole or column.
MOVE
MOVE (Measurement of Outdoor Visibility and Exposure) is the company established by the Outdoor Media Association (OMA) to manage and conduct the business of audience measurement.
MOVE audience measurement system
Australia’s first national industry-wide audience measurement system for Out of Home (OOH) media. It is a web-based interactive planning tool for media buyers, advertisers and outdoor media operators. The platform simplifies the planning and buying of OOH media by producing audience measurement results for any combination of formats or tailored packages.
MOVE ID
A unique numerical code for the OOH face which stays with the face throughout its active life in MOVE software
MOVE Methodology Training
Designed to provide a more in-depth understanding of the approach taken to deliver the world-leading audience measurement tool for Out of Home (OOH) in Australia. This training is on the methodology of MOVE only; the software functionality is not covered.
MOVE Site Classification Training
Designed specifically for operators who manage their company's sites in MOVE, this training will demonstrate how to enter new sites into the software following the site classification guidelines.
MOVE Software Training
Designed to provide an understanding of how to use MOVE to plan and report on campaigns, this training covers an overview of Out of Home (OOH), Opportunity to See (OTS) and Likelihood To See (LTS), who, what and where MOVE measures, as well as how to use the software.
N
Neon spectacular
Large advertising structures of varying sizes, generally located high on major buildings, in the CBD or on major arterial roadways. While used for product ‘branding’ they are more generally used for corporate or building identification.
NFC (Near Field Communication)
A short-range wireless technology which can transmit small amounts of data to a smartphone.
Non-illuminated panel
The name given to a standard poster panel not equipped with illumination.
Notice
The percentage of respondents who claimed to have noticed a screen.
Back to top
O
OAAA (Outdoor Advertising Association of America)
The OAAA is the lead trade association representing the American outdoor advertising industry. The OAAA is dedicated to promoting, protecting and advancing outdoor advertising interests in the US. With nearly 800 member-companies, the OAAA represents more than 90 per cent of industry revenues.
OBIE Award
An annual award that recognizes creative excellence in OOH. The OBIE Award program is administered by the OAAA.
Official count
Traffic count scored from official figures produced by State Departments of Transport.
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 OOH display is an off-premise sign.
OG1
A standard demographic in MOVE meaning all people classified within the ‘Occupational Group One’ accounting for directors, senior managers, professionals and similar occupations.
OG2
A standard demographic in MOVE meaning all people classified within the 'Occupational Group Two' Para‐Professionals, Clerks, Teachers, Salespeople and Professional Service Workers.
OG3
A standard demographic in MOVE meaning all people classified within the 'Occupational Group Three' Tradespersons.
OG4
A standard demographic in MOVE meaning all people classified within the ‘Occupational Group Four’ accounting for plant and machine operators, drivers and police.
OG5
A standard demographic in MOVE meaning all people classified within the ‘Occupational Group Five’ accounting for labourers and related workers.
OMA (Outdoor Media Association)
The OMA is the peak industry body that represents companies that display advertisements, own signs, and provide services to the industry. OOH is advertising for products and services that you see outside the home, on a variety of signs, across various locations. The OMA exists to promote the creative potential of the OOH channel to advertisers and agencies and to build a more sustainable industry for its members by developing constructive relationships with government and stakeholders. We provide leadership on policy, communication, innovation, regulation and growth for the OOH industry. Our representation to government, media agencies and advertisers is non-commercial and bipartisan.
OMA Mapping Software
The MOVE audience measurement and school mapping software.
OMA Placement Policy
The OMA Placement Policy, as approved by the OMA Board and updated from time to time. The Policy restricts the advertising of certain products within a 150 metre sightline of an Australian primary or secondary school. The Policy does not apply in the primary CBD of an Australian state or territory’s capital city.
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.
OOHtech
OOH technology refers to the application of innovative techniques, methods, and processes used to develop and advance the product offerings of the OOH advertising industry.
Operating hours
The period of time each day the sign location is displaying advertising and content.
Operator
An Out of Home sales organisation.
Opportunity To See (OTS)
An unadjusted measure of the total number of times an audience is likely to see a particular advertising face.
Orientation
The direction a face is pointing.
Out of Home Media (OOH)
Out of Home (OOH), also known as Outdoor, is advertising that reaches audiences outside of the home on a variety of formats including billboards, bus shelters, public transport, shopping centres, and office buildings.
Out of Home Media South Africa (OHMSA)
Out of Home Media South Africa (OHMSA) is the officially recognised trade association for the OOH media industry in South Africa. As a non-profit organisation, OHMSA seeks to promote and to protect the interests of the association and its members, while serving the needs of consumers, advertisers and the public.
Outdoor
A generic name for OOH advertising.
Overlay
A paper strip or price designation, such as a dealer imprint for a promotion, that is pasted on the face of an existing poster.
Override
The continuation of an OOH advertising program beyond a contracted period. An override, if offered by an OOH company, is provided at no additional cost to an advertiser.
Back to top
P
P14+
A standard demographic in MOVE meaning all people aged older than 14 years.
P25-54
A standard demographic in MOVE meaning all people aged between 25 and 54 years inclusive.
Paint out
A process of obliterating copy on a painted spectacular site in preparation for a change in design. Also called coat out or blank out.
Painted wall
An advertising message painted on building walls for high impact visibility, usually several storeys in height.
Panel numbers
Panels may be given numbers or other means of identification to aid employees in the posting or painting of the advertising structure. These numbers serve to pinpoint panels being purchased by a buyer.
Panels
An OOH unit can also be referred to and/or divided up into panels for ease of selling/buying.
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.
Path to purchase
The route that shoppers take from the discovery of a product or need to the actual purchase of a product.
Pedestrian count
Counting the movement of pedestrians past a given point.
Penetration
The percentage of people within a defined universe who are physically able to be exposed to a medium.
Per cent composition
The per cent of the total audience for a display or schedule that a brand target demographic group comprise.
Performance
Evaluation of a campaign's achievements after the event, often in terms of coverage and frequency.
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.
Place-based media
OOH media used to create customized advertising programs generally targeting specific consumer audiences. This includes advertising in, but is not limited to: arenas and stadiums, retail video retail networks, health clubs and gym, bar and restaurants, and movie theatres.
Plan by Format (PBF)
A function allowing the user to plan a campaign based on a particular format(s).
Plant
All of the OOH advertising structures in a given city, town or area operated by an OOH company or ‘plant operator’.
Plant capacity
The total number of panels or units of all types in a plant.
Plant operator
Another term for an OOH company that operates OOH units.
Play event
An ad that was reported to have been played to the screen. Note that in the vast majority of DOOH experiences, all ads (when served) are fully viewable for the entirety of the play. This type of event is not considered an impression, for an ‘impression’ to occur, there needs to be an audience and an Opportunity to See (OTS).
Play length
The interval of time when a DOOH message is viewable. Also as message duration in other markets.
Point of Sale (POS)
The place at which goods are purchased.
Polyethylene (PE)
Polyethylene is a widely used plastic thermoplastic polymer consisting of long chains of monomer ethylene. It is used to make single sheet posters or other billboard substrates and is recyclable.
Polypropylene (PP)
Polypropylene is a widely used thermoplastic polymer with an intermediate level of crystallinity between that of low-density and high-density polyethylene. It is used to make single sheet posters or other billboard substrates and is recyclable.
Polyvinyl Chloride (PVC)
Polyvinyl Chloride is a thermoplastic polymer constructed of repeating vinyl groups or ethenyls having one of their hydrogens replaced with a chloride group. The vinyl is commonly used as an advertising substrate for bulletins and some poster products.
Poster
A term used for advertising messages that are printed on paper and posted onto advertising structures.
Poster 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.
Posting date
The date on which the posters of a showing are scheduled for display. Most plants will have several posting dates during the month to even their workload and provide a variety of start dates to coincide with special advertising promotions. Usually 1st to 15th of the month.
Posting instruction
Detailed information sent to the plant operator covering the display of a particular poster design. These instructions should include as much marketing information as possible so that the seller can choose the panels that have the greatest efficiency in reaching the advertiser's target market.
Posting instructions
Detailed directions provided to an OOH company by an advertiser or agency assigning specific copy to specific locations.
Potential (000s)
The number in thousands of the target audience demographic chosen who live within Primary Coverage Area (PCA) measured. MOVE uses the exact same geographical region as Metro TV ratings.
Prep site
The AMS Test Website, used to test new data prior to its release to the live site.
Primary Coverage Area (PCA)
The base or total area covered by MOVE in each market. This is equivalent in size to OzTam television PCAs that determine television ratings.
Prod site
The live Audience Measurement System website where current data is stored and used for packages, proposals, etc.
Programmatic (generic)
Media or ad buying that uses technology to automate and optimise, in real time, the ad buying process. This ultimately serves targeted and relevant experiences to consumers across channels. On the back end, algorithms filter ad impressions derived from consumer behavioural data, which allows advertisers to define budget, goals, and attribution and optimise for reduced risk and greater ROI.
Proof of Performance (POP)
Certification that the advertising service has been delivered.
Propinquity
Nearness in time and space to a purchase decision.
Proxy
A site selected to represent the score of another site.
Psychographic targeting
Targeting audiences defined by personality, interests, attitudes or mindsets, e.g. Financial optimists, environmentally-conscious consumers. Often driven from offline surveys and stated preferences.
Public service copy
Copy of civic or philanthropic nature displayed in the interests of community welfare.
Back to top
Q
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.
Back to top
R
Reach
An audience term to describe the percentage of people within a given market and/or chosen demographic who will see an OOH campaign.
Reach Curves
A graph detailing the Reach of a proposal/campaign.
Recency Theory
The idea that advertising messages sell to those consumers who are ready to buy.
Reposting charge
An additional charge incurred for posting a change of design before the expiration of a display period.
Retargeting
Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s website or store location.
Rotation
The process of moving the advertiser's message from one location to another at stated intervals to achieve a more balanced coverage of a market.
Run-ons or extras
Extra posters sent to plant operators to replace those that may be damaged during the display period. The number of posters printed for renewal purposes varies from 10% - 20% of the total order.
S
Scoreboard
An Excel spreadsheet produced with details of processed site data on a market per market basis; OTS, LTS, reach/frequency, etc.
Screen
An OOH advertising display capable of rendering digital content.
Screen-Printing
A method of printing for small to moderate quantity runs that employs stencils rather than metal plates.
Segmentation
Dividing a broad group of consumers or businesses into subgroups (known as segments) based on shared demographic/psychographic/behavioural attributes. Segmentation is often used to create target audiences (comprised of one or more segments) or to customize an offer or message for specific segments.
Share of Voice (SOV)
Amount of ad display time received out of the total display time of call advertisers and content displayed. Usually calculated over a 24 hour period or operating hours, whichever is shorter.
Shipping instructions
Information provided to printers for shipping billboard production to OOH companies for posting. Shipping instructions should include a description of the design(s), full snipe text (if applicable), the number of faces shipped, and the contact with full address of each location where the materials are being shipped.
Sightline
The line of sight between the boundary of the school and the advertisement. There will be no sightline where a structure interrupts the view of the advertisement from the school boundary, making it physically impossible for the advertisement to be seen. A structure must be permanent and opaque enough that no part of the advertisement can be seen through it; for example, a building or where the advertisement is located in an underground train station. A tree or other semi-opaque object will not be deemed to sufficiently interrupt the line of sight.
Sign
A structure used to display information regarding a product or service. An OOH face is a sign.
Single sheet poster
A poster constructed as a single and continuous substrate. Single sheet posters are typically made from thermoplastic polymers. Single sheet posters can be recycled.
Site classification
Each advertising face needs to be classified according to its location, format, size and other specific characteristics. Some of these characteristics are used to determine the Likelihood To See (LTS) audience measurement results.
Sites
The exact location of the infrastructure on which the individual outdoor advertising faces are exhibited. For example, a site may represent one internal bus panel, a double-faced supersite or a scrolling bus shelter with three advertising faces.
SMS
Short Message Service/text message by mobile or smartphone.
Snipe
An adhesive strip that is used to cover a portion of copy displayed on an OOH unit.
Spectaculars
‘Specs’ are the largest and have the greatest impact of all OOH, measuring a minimum of 15m x 4.5m and can be larger. Top highway and inner-city locations command the erection of these giant, modern, illuminated advertising vehicles. Ideal for customising messages with cut-outs and extensions.
Spotted map
A map indicating all locations included in a specific OOH program. Also referred to as a location map.
Standardised face
OOH faces constructed in accordance with the specifications established by the OAAA.
StorePoints
Trademarked Exterion Media advertising posters on security gates located inside the entrance to supermarkets.
Street furniture
Produced in 1.8m x 1.2m or 1.5m x 1m sizes and is often backlit. They offer excellent targeting of the CBD workforce and are commonly used in entertainment areas and on railway platforms.
Substrate
A wide variety of material used to produce OOH displays. Billboard substrates are typically made from thermoplastic polymers or PVC. Many street furniture and transit substrates are made from Fasson, paper, or film, among other materials.
Super 8s
A billboard, typically measuring 8.3m x 2.2m, positioned at a prime location in a market.
Supersites
Large 12.66 x 3.35m illuminated poster sites offering dramatic impact on major arterial roads and national highways. Their standard size enables easy rotation of flexible face material between sites and/or markets.
Back to top
T
Target audience
A specified audience or demographic group for which an advertising message is designed. MOVE contains 112 standard target audiences. See also P14+, P25-54, M14+, W14+, OG1 and MGB which are the six standard demographic in Reach Curves.
Target Rating Points (TRPs)
The total number of in-market impressions from a target audience delivered by an OOH campaign expressed as a percentage of a market population.
Taxi backs
Taxi backs are printed in reflective substrates, generating an illuminated appearance for 24/7 exposure.
Total contacts
The combined number of contacts achieved across the campaign. All the contacts are added together for the paths taken by the target audience reached during the campaign.
Total reach % and (000s)
The percentage and number in thousands of unique Contacts (people) from the target audience demographic chosen, who have seen the campaign at least once. MOVE calculates Contacts by first assigning the entire Potential audience to trips that make up the average typical day (i.e. work trips, shopping trips, social trips, education trips etc). Each of these trips has a path through the market place. The relationship between this path and the signage locations determine which signs the Potential audience sees. If they see at least one sign in the campaign then they are included in the Total Reach.
Traffic count
A recording of vehicles and occupants passing one way at a given point, in order to establish the Daily Effective Circulation (DEC).
Traffic flow
A graphic presentation of the traffic volume upon any system of streets, arteries or highways, indicated by the width of lines that vary according to the amount of traffic carried.
Transit advertising
OOH advertising appearing on the exterior or interior of public transportation vehicles or stations (buses, trains, trams, taxis, commuter rail, subways, platforms, terminals, etc.) and airports.
Transit model
The Transit Model determines how the travelling public interacts with mobile advertising faces from the same road, at intersections and bus/tram stops, whilst the bus is either servicing a route or dead running (not in service but out of the depot).
Transition
A visual effect used on an LED display to change from one message to another.
Travel mode
The mode of travel used by people when passing advertising units eg walking, cycling, driving, commuting as a private passenger or commuting as a public transport passenger. The mode of travel has a bearing on the audience measurement results.
Trim size
The dimensions of an advertisement substrate once it has been prepared for placement onto an OOH unit.
Tri-Vision
A display embellishment, that through the use of a triangular louvre construction permits the display of three different copy messages rotating through a predetermined sequence.
Back to top
U
Ubiquity
Omnipresent. Everywhere at the same time.
Universe
A geographic universe or coverage definition stated on the basis of population amounts is required for Digital Place-Based / OOH Networks subject to measurement. These may be customized (or limited) based on the specific attributes of the network and the associated Venue Traffic.
UV coating
Ultra-violet cured coatings are applied over inks printed onto advertising substrates and dried by exposure to UV radiation. UV coatings are used to prevent colour fading on advertisements from sun exposure or other ambient lighting sources.
Back to top
V
Veiling luminance
A measure of ‘disability glare’. Luminance superimposed over the eye’s retinal image produced by stray light within the eye.
VIEW Management
The consortium chosen to develop the audience measurement system for MOVE, headed by the Brisbane-based transport and travel modelling company Veitch Lister Consulting (VLC).
Viewable ad play
A Play Event that results in the message being displayed on a ‘Screen’, or ‘Frame’ in the real world. Note: In the Digital Out of Home (DOOH) landscape where there are no individual “browsers” per se, a served ad play can be classified a “viewable play” if the ad meets all of the following criteria: it was contained in the viewable space of the screen, it is in an ad unit that is either Full screen or Partial screen and it meets pre-established minimum per cent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the screen.
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 and premiere products.
Visibility Adjusted Contact (VAC)
Another term for Likelihood to See (LTS).
Visibility Index Score (VI)
The percentage value applied to OTS to achieve LTS. Applied separately at each viewing location to each audience mode for different dayparts.
Back to top
W
W14+
A standard demographic in MOVE meaning all women aged older than 14 years.
Wall mural
Murals painted or attached directly onto the exterior surface of a building.
Wastage
The proportion of an advertising campaign's expenditure or advertising weight which is not seen or heard by the specified target audience.
Wearout
A level of frequency, or a point in time, when an advertising message loses its ability to effectively communicate.
Wrapped bus
An advertisement site which covers the whole of a single or double deck bus. Effectively ‘wrapping’ the entire bus.
Back to top
X
Y
Z
Zenith Travel Modelling System
A comprehensive transport and traffic model, which tracks why, where, and by what mode people travel, as well as their demographic profile. The model is built and maintained by Veitch Lister Consulting (VLC) who specialise in traffic and transport modelling.
Zone of Visibility
The area from which the sign is visible. Audience paths (eg roads) are included in the OTS calculation if the orientation of the unit makes viewing from that path possible.
Back to top
Sources: Clear Channel Outdoor, Exterion Media, IAB, MOVE, OAAA, and OMA.
