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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 Approach - The distance measured along a line of travel from the point where an advertising medium first becomes fully visible to the point where the ad is no longer visible. Billboard - Large format advertising displays intended for viewing from extended distances. Billboard displays include, but are not limited to 30-Sheet Posters, 8-Sheet Posters, Bulletins, Wall Murals, Stadium/Arena Signage, and Vinyl Panels/Banners. Bleed - Banner copy that extends to the edge of the banner material on all sides. Bulletin - A standard outdoor format commonly measuring 14' x 48' in size. Sold as permanent displays or for rotary mechanisms. Bulletins can be rendered using hand painting, technology, or printing. Cancellation Period - The time stipulated in the contract where termination is allowed without charge. Circulation - Traffic volume in any area or market. Copy - Artwork displayed on outdoor media. Coverage - Number of vehicles and miles covered in a target market and the time they are on the road. CPM - Cost Per Thousand. The cost of reaching one thousand impressions on individuals in a given market. Daily Impressions - Daily Effective Circulation (DEC) as determined by mobile advertising and DOT highway data. DEC - Daily Effective Circulation. The average number of potential viewer impressions generated by vehicles during each campaign day of 8 hours drive time. Demographic Profiles - Audience breakdowns based on various characteristics such as ethnicity, age, sex, income, and education. Display Period - The exposure of an outdoor advertising campaign. DMA - Designated Market Area. A clearly defined geographic area used to establish a standard measure for population statistics and analysis. Non-overlapping DMA’s cover the entire U.S. DOT - Department of Transportation. Official agency of the federal, state, or city governments regulating and studying traffic flow, issuing statistics on the same. Exposure - The amount or number of reasonable opportunities for an advertisement to be seen and read. Extension - Printed material outside the constraints of a banner or advertising media. Frequency - The average number of times that an individual is exposed to an outdoor advertising message during a specified time period. Gross Impressions - The sum of impressions registered against a target audience based on a GRP level of days or weeks in a schedule. GRP - Gross Rating Point. Percentage of the population that will see your ad per day in a specific location or locality. Illumination - The equipping of a medium (vehicle, billboard, panel) with lighting that provides night viewing of an advertising message. Impression - Used by all media to quantify the number of individuals who have an opportunity to view an ad in a given time period. Live Ad - Also Living Art. The creative and build-out of the back of our vehicles to present a three dimensional presentation of an advertisement. Live Area - Printable area of advertising media seen within the vehicle from a certain distance. Location List - List of all locations targeted during a specific outdoor campaign. Longevity Discount - Discounted contract prices based on longer contract terms. MSA - Metropolitan Statistical Area. A clearly defined geographic area used to establish a standard measure for population statistics and analysis. Defined by the US Government and represents the commercial core of an economic region. OOH - Out Of Home. All advertising that is specifically intended to reach consumers outside the home. OOH includes, but is not limited to, mobile advertising. (Radio Included) Outdoor Advertising - Many forms of media that are messages to the consumer outside the home. Two major categories are becoming recognized: Traditional (Static Billboards, Street Furniture, & Transit) and Non-Traditional (Street Teams, Mobile, Bluetooth) Pass - An opportunity by another passing vehicle to view the outdoor advertising vehicle. Pressure Sensitive Vinyl - Vinyl backed with pressure sensitive glue used as an appliqué to the vehicles to enhance banner messages. Proof of Performance - Certification by an OOH advertising company that contracted advertising services have been rendered. Reach - The percent of a target audience 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. Recall - The quantity and quality of an impressions ability to be remembered by an exposed consumer over a finite time period. Mobile Scrolling Advertising has the greatest recall measurements of all advertising media. Scrolling Media - GoMobile Alliance’s unique presentation of advertising media, using vinyl banners scrolling every 8-10 seconds. Up to eight banners per side may be installed. Target Audience - Profile of the most desired consumers within a DMA for a specific product or service, listed by characteristics such as lifestyle, brand, consumption, purchase behavior, income level, ethnicity, etc. TRP - Total Rating Point. This refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population.
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