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Daily effective circulation (DEC) -The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated) or 18 hours (illuminated).
Daily impressions -Also called DEC, these are the estimated number of persons passing an outdoor location on an average day.
Degradation -The standard method used to express the life of a display is the time it takes to reach 50% of its day one brightness.
Dimming -Changing the brightness of a display, or the capability of increasing or decreasing the overall display intensity. The brightness level should be highest during the day to compete with daylight, and lower at night.
Display period -The interval of exposure when an outdoor advertising campaign is viewed.
Dissolve -A mode of message transition on an LED display accomplished by varying the light intensity or pattern, where the first message gradually appears to dissipate and lose legibility simultaneously with the gradual appearance and legibility of the second message.
Distribution -The strategic physical placement of outdoor units across a market.
Embellishment -Letters, figures, mechanical devices, or lighting that is attached to the face of an outdoor unit to create a special effect. Expected lifetime -Anticipated length of use for an LED. The expected lifetime of an LED is measured at the point when the sign has degraded to 50 percent if its original intensity. LEDs have a typical expected life of 50,000 to 100,000 hours (as specified by the manufacturer).
Exposure -The reasonable opportunities for advertising to be seen and read.
Face -The surface area on an outdoor unit where advertising copy is displayed. A structure may have more than one face.
Facing -The cardinal direction that an outdoor unit faces. For example, a north facing unit is seen by consumer headed south.
Flight -The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Frequency -The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency in outdoor advertising is typically measured over a four week period.
Gamma correction -A process used with video images to correct brightness and internal micro-contrast within the image. Gamma correction allows a change of ratio between the brightest red component and weakest red.
Global positioning system (GPS) -A location system using latitude and longitude to pinpoint exact geographic locations.
Gross impressions - The sum of the impressions registered against a target audience based on a GRP level of days or weeks in a schedule.
Gross rating point (GRP) -The total number of impressions delivered by a media schedule expressed as a percentage of a market population. One rating point represents a circulation equal to 1% of the market population.
Illuminated -An outdoor unit equipped with lighting that provides night time illumination of an advertising message, usually from dusk until midnight.
Impression -The number of people who have an opportunity to see an ad in a given period of time.
Imprint -The identification of the operating media company on an advertising display.
Indoor Advertising -Advertising displays located in restrooms, retail locations, restaurants, and other high traffic indoor areas.
Intensity -Also called brightness. The LED industry measures display intensity in candelas per square meter, which is also referred to as nits.
LED brightness -The brightness level of an LED is measured in milli-candelas. The materials used to manufacture the LED determine the brightness of the LED.
Light detector -Also called light sensor, a light detector is an electrical component used to detect the amount or level of ambient light surrounding a display. If dimming has been set to "AUTO," the light detector or sensor adjusts the intensity of the LEDs.
Light emitting display (LED) -Also known as Light Emitting Diode, LED is a semiconductor device (akin to a small lightbulb) that emits narrow-spectrum light when given an electrical charge.
Line of sight -The simultaneous viewing of more than one copy area of one outdoor unit.
Location list -A listing of all locations included in a specific outdoor program.
Location map -A map showing all locations included in a specific outdoor campaign.
Mandatory copy -Copy that is mandated by law to appear in the advertising of certain products and services.
Milli-candela (mcd) -One thousandth of a candela.
Net reach -The total number of people within the target audience exposed to the advertising schedule, often expressed as a percentage.
OBIE -Awards Issued by OAAA, OBIE Awards are the oldest awards for outdoor advertising creative.
Off-premise sign -A sign that advertises products or services that are not sold, produced or furnished on the property where the sign is located. An outdoor advertising display is an off-premise sign.
Outdoor Advertising Association of America (OAAA) -A trade association that leads and unites a responsible outdoor advertising industry. It is committed to serving advertisers, consumers, and the public.
Override -The continuation of an outdoor advertising program beyond an advertising period. An override, if offered by an outdoor company, is provided at no additional cost to an advertiser.
Jeff R. Lamb is the president of DOmedia. A former U.S. Air Force Captain, Jeff has a diverse background in real estate, technology and consulting. Additionally, Jeff has been the Chief Technology Officer for Computer Wizards, which he was also the founder, and Interactive Inc., and Northlich. Learn more at http://www.domedia.com/.
Disclaimer: All information on this site is provided for informational purposes only! By no means is any
information presented herein intended to substitute for the advice provided to you by any health care or other professional
or organization.
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