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Out of Home

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Billboard:  Large format advertising display intended for viewing from extended distances (usually greater than 50 feet). Billboard displays include – but are not limited to:

  • Bulletins:  The largest standardized OOH format, typically 14’ X 48’ in overall size.  Sold either as permanent  displays or in rotary packages
  • Junior Posters:  Standardized poster format, typically measuring 6’ by 12’, formally known as an 8 Sheet
  • Poster:  Standardized poster format, typically measuring 12’3” X 24’6”, formally known as a 30-Sheet Poster
  • Spectacular:  A bulletin that is usually larger than 14’ X 48’ and is positioned at a prime location in a market.  Often utilizes special embellishments (letters, figures, mechanical devices or lighting that is attached to the face of an OOH unit to create a special effect).
  • Digital Billboard:  Billboards that can change advertising content using digital technology.  Content is static with multiple advertising messages presented in rotation every few seconds.

Commercial Audience:  Audience estimates of people exposed to actual advertising.  TAB OOH Ratings are the first media measurement system providing true commercial audiences of OOH advertising rather than audiences that are merely exposed to content (such as read a magazine, tuned to a TV program, etc.).


  • Based on defined geographic parameters of a market, expressed as DMA, SBSA, groups of counties, or individual counties, also known as coverage area
  • Can also be the percent of the population within any of these geographic areas that can be reached by the total inventory of a media operator

Cross-Read:  An OOH advertising display that is visible across traffic lanes on the opposite side of the roadway

Digital OOH Media:  Any OOH display that can change its advertising content using digital technology

Digital Place-Based Media:  OOH screens that change advertising content using digital technology and excluding digital billboards.  Digital place-based media can include static messages or full-motion video with an audio track.

Dwell Time:  The interval of time that a consumer is in close proximity to an OOH ad

Exposure:  Based on TAB’s visibility research, a physiological or behavioral measure of actual eye contact with an OOH media unit and its advertising.  Derived from the adjustment of circulation or passing to those who notice the advertising.

Face:  The surface area of an OOH unit where advertising copy is displayed.  A structure may have more than one face.

Lifestyle/Retail:  Out-of-home media that are used to create customized advertising programs that generally target specific consumer audiences:  Includes, but isn’t limited to:  Arena and stadiums, placed-based, digital networks, health clubs/restaurants/bars, exterior placed-based (airborne, marine, resorts and leisure).

Mobile Billboard:  A truck equipped with one or more poster panel units.  The vehicle can either be parked at specified venues or driven around designated localities.

Off-Premise Sign:  A sign that advertiser 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.

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.

Out of Home Media (OOH):  All media formats specifically intended to reach consumers outside the home.

Street Furniture:  Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic.  Street furniture displays include, but are not limited to, transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.

Transit:  Displays affixed to moving public transportation vehicles or in the common areas of transit terminals and stations.  Transit displays include, but are not limited to bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage.

Tri-Vision:  An OOH unit with a slatted face that allows three different copy messages to revolve at intermittent intervals.

Wall Mural:  Murals painted or attached directly onto the exterior surface of a building.

For additional Out of Home Advertising Terms: