Jargon Buster

Struggling with the jargon? Take a minute to acquaint yourself with the words and phrases destined to become a part of your vocabulary. We want to clearly and concisely describe our products, operations, and basic business elements.

So lets get to grips with the lingo, and demystify the industry terms!

  • 48 SHEET

    The most common type of billboard seen in the UK

  • 6 SHEET

    Usually found on bus shelters, the London underground or street furniture

  • 96 SHEET

    Double the size of a 48 sheet billboard these command greater visual impact

  • AMBIENT MEDIA

    Advertisements directly interacting with the consumer during their daily activities. On supermarket trolleys, telephone boxes, taxis, beer mats, etc.

  • BACKLIT BILLBOARD

    A billboard which houses illumination in a box to send light through a translucent advert for a much higher visibility, especially at night. Sometimes referred to as a lightbox or back lighted

  • BILLBOARD

    Large format advertising displays intended for viewing from extended distances. These displays can range from all sizes and be scrolling, digital, backlit or static

  • CAMPAIGN

    The interval of time when your OOH advert is run

  • CHARTING

    The whole process of scheduling and selecting individual billboard locations to maximise your OOH advertising objectives

  • DOOH

    Digital out-of-home refers to digital outdoor media. Often the most dynamic and engaging advertising

  • DWELL TIME

    An interval of time where the consumer is in close proximity to an OOH ad and often more receptive

  • HOARDING

    see BILLBOARD

  • OOH

    Out-of-home advertising (or outdoor advertising). This is media seen outside the household

  • OTS RATE

    Opportunity to See. A measurement of the level of exposure your outdoor media will provide, and not the advertisement itself

  • OUTDOOR MEDIA BUYER

    Often responsible for the purchase of outdoor media campaigns on behalf of the advertiser

  • OUTDOOR MEDIA OWNER

    The owner and operator of the outdoor advertisement site

  • POSTER PANEL

    see BILLBOARD

  • PROXIMITY MARKETING

    Advertising associated with a specific place, often targeting a local business or market

  • SCROLLING BILLBOARD

    A billboard (scroller) capable of displaying several adverts in sequence

  • VAC RATE

    Visibility Adjusted Contacts. A measurement of all pedestrian and vehicular traffic who will make eye contact with the advertisement panel