'A man who stops advertising to save money, is like a man who stops a clock to save time.'- Henry Ford

A glossary of some common outdoor advertising terms:

48 SheetA form of billboard, a large format advertising display intended for viewing from extended distances
96 SheetA form of billboard and twice as large as a 48 sheet
A2 Back of DriverA bus Passenger Panel format positioned behind the driver and facing head-on towards those onboard
AdshelPerspex or glass covered, 6 sheet poster sites situated in bus shelters
ARAugmented Reality - a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view
ATL / BTLAbove The Line / Below The Line
AudienceAny audience reflecting the most desired consumer prospects for a product or service, defined by age, sex, race, ethnicity or income; or their combinations for any geographic definition
AwarenessA measurement of knowledge of the existence of a brand or its advertising. Measured spontaneously or prompted.
BacklitDescribes a poster display in which the advertising message is illuminated from behind
Backlit T-SideAs per a standard Bus T-Side format, but fully illuminated from behind, offering maximum advertiser standout during darker seasons
BannerLarge vinyl poster site, usually found on the side of a building
BillboardLarge format advertising displays intended for viewing from extended distances. Billboard displays include, but not limited to: 48 sheets, 96 sheets, portrait sites or Golden Squares
CampaignA promotional effort based on the same strategy and creative idea
Colour BusAs per a wrapped bus, but in this instance the window areas are left uncovered
Commuter CardA bus Passenger Panel format positioned along both sides of the bus above the passengers onboard
CPTCost per Thousand - the cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market
CoverageThe number of people who will see a campaign at least once
CycleOutdoor advertising operates in 2 week bursts i.e. a cycle. This is the length of time an outdoor campaign is in-situ for. Multiple cycles can be purchased to extend the length of a campaign
DOOHDigital Out-of-Home or DOOH. Any OOH display that can change its advertising content using digital technology
DSPDemand-Side Platform (eg buying side facing clients or agents)
SSPSupply-Side Platform (selling side eg MO upload)
DistributionThe strategic placement of OOH units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered
DurationThe amount of time that a panel of a given size can, from its moment of visibility, stay within the audience's vision
Dwell TimeThe interval of time when a consumer is in close proximity to an OOH ad
FOCFree of Charge
GRPGross Rating Point - 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
Head onWhen a poster site is facing oncoming traffic or pedestrian flow
IlluminationLighting a poster either from above or from behind
ImpactsThe number of times a campaign is seen
LightboxPoster site, most often a 48 sheet or 96 sheet, which is 'back-illuminated'
MOMedia Owner; a company or individual who has the right to sell outdoor advertising space
Mega RearAn advertisement site which covers the whole area of the back of a double-deck bus
Metro Mega SquareThe combination of a bus Mega Rear and Superside, located on the nearside of the bus
NFCNear Field Communication - a short range wireless technology. It is meant for applications where a physical touch, or close to it, is required in order to maintain security
OMAOutdoor Media Association - The trade association covering the Island of Ireland for poster site owners. Their objectives are to protect and promote the interests of activity and advise members through legal, trading, planning and parliamentary activity and advice www.oma.ie
OTSOpportunity To See'; the average number of times an individual notices an OOH advertising message during a defined period of time
OutdoorGeneric name for external poster advertising
OOHOut-of-Home - All types of advertising intended to reach consumers outside the home
PanelAn alternative name for a poster site
Parallel PosterA poster which is positioned parallel to the main traffic / pedestrian flow and as such is visible traffic / pedestrian flow in both directions
Passenger PanelPoster sites located inside the bus and come two different sizes, A2 Back of Driver and Commuter Card. The dwell time offered makes them perfect for communicating more detailed messages to those onboard
Pedestrian CountCounting the movement of pedestrians past a given point
PerformanceEvaluation of a campaign's achievements after the event, often in terms of coverage and frequency
POPPoint of Purchase
POSPoint of Sale
PosterAn advertising site located outside the home, they come in a variety of standard sizes, measured by the number of sheets
Poster SpecialistA 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 DateThe date when a poster program is scheduled to commence. A three day leeway is customary
Purchase PointsA 6 sheet poster located at the point of purchase e.g. at a supermarket or shopping mall
Purchase Points ExpressA 6 sheet poster located at the point of purchase at Tesco Express convenience stores
QR CodeQuick 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
ReachThe approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign
SMSShort Message Service / text message
Solus RearThe poster site located on the lower rear of a bus, provides a head-on display for reaching motorists and their passengers
SOVShare of Voice - The percentage of advertising activities for one brand within the total advertising activity for an entire sector or product type
StorePointsAdvertising posters on security gates located inside the entrance to supermarkets
StreetlinerSmaller banner poster sites located on both sides of single deck buses and positioned at eye level. Ideal for reaching drivers and pedestrians
Super RearAn advertisement site which covers the whole area of the back of a single-deck bus
SupersideBanner shaped bus-side poster site, most often situated on the nearside of the bus, to be seen by a pedestrian audience
Traffic CountCounting the movement of vehicles past a given point
Trolley Handle advertisingAdvertising posters located on the handles of supermarket shopping trolleys
T-SideThe ‘T’ shaped poster site on a bus, positioned on the driver side, making them ideal for reaching both drivers and pedestrians
VACVisibility Adjusted Contact; the audience rating for an advertising panel. It is not a measure of quality but simply one of the scale of the audience
WastageThe proportion of an advertising campaign's expenditure or advertising weight which is not seen or heard by the specified target audience
Wrapped BusAn advertisement site which covers the whole of a single or double deck bus. Effectively ‘wrapping’ the entire bus.