Yellow – Yellow as per the print colour scale (same as Key)
Yellow – Yellow as per the print colour scale (same as Key)
Wallscape – a format of billboards which are attached directly onto the exterior surface of a building.
Waiting List – A list where an advertiser can place themselves next in line for a billboard or other display that is currently unavailable.
Walking package – when of an advertisers creative is rotated across different locations as part of a single campaign.
Walking billboards or walking packages or networks – walking billboards or walking packages, offer maximum exposure by moving the advertising message (the creative) between locations in the given term/duration of an advertising contract. Affording advertisers exposure in different markets and consumers audiences. Traditionally done on small format 3×6 internally illuminated sites, also known as Metro Lites.
Weld – Method of adhering 2 surfaces of the pvc flexface. Pvc Billboards usually have “welded” pockets all round to assist with installation. Welds are created using a high frequency welding machine or a heat welder.
Vinyl – A substrate on which an advertising messages is rendered/printed by either computer production or hand painting. Vinyl is primarily used bus shelters, litter bins and select format of billboards.
V-shape billboard – Billboard double sided in a “V” shape to achieve the required facing direction for visibility to on-coming traffic.
Unilluminated – An out-of-home structure that has not been equipped with lighting for night-time illumination of an advertising message.
TAMS – Television Audience Measurement Survey
Target Audience – The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demographic, psychographic, behavioural, lifestyle, brand or media consumption and purchase behaviour.
Transit or Bus Shelter – A curbside structure located at regular stopping points along urban bus routes for people to wait for public and private transportation. Out-of-home companies often create advertising space on them targeting vehicle and pedestrian traffic.
Traffic Count – The recording of the number of vehicles passing an out-of-home unit or location over a period of time, traditional a week or a month.
Traffic Origin – Research which provides advertisers with information about the audience passing outdoor advertising structures, not just those in immediate vicinity of the individual location. Such information is collected and based on data from local and international bodies and are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to outdoor advertising.
Transition – A visual effect used on an LED digital display to change from one message to another.
Target Rating Points (TRPs) – The total number of in-market impressions/impacts from a target audience delivered by an OOH campaign expressed as a percentage of a market population or set target market.
Transit – Advertising displays affixed to moving vehicles, trailers or in the common areas of transit terminals and stations, such as: taxi, bus and train/rail stations and airports.
Transit Displays – Displays affixed to moving 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.
Trim Size – The dimensions of an advertisement substrate once it has been prepared for placement onto an OOH unit, usually marked with crop-marks.
Travel – A mode of message transition on an LED display where the message appears to move horizontally across the display surface.
Taxi Advertising – Advertising that are part of mini-bus taxi’s, such as: wraps, internal ad panels and addition to ad space at taxi ranks.
Transit Advertising – Out-of-home media typically found on the outside or inside of public or private transportation vehicles or stations such as buses, subways, trains and mini bus taxis.
Tri-Vision – Advertising display usually the size of a traditional billboard that uses moving prism panels to rotate its surface. These show three different ad messages in predetermined order and for set amounts of time.
Trailer Advertising – A mobile billboard used for advertising on the side of a truck or trailer that is typically mobile. Mobile billboards can travel along and to locations based on brief from client.
Trim – The final size of a printed billboard after excess material has been cut off. Most billboards require excess trim in order to install. Billboards are traditionally trimmed and finished before flighting.
SAARF® – Is the name by which the South African Audience Research Foundation is familiarly known. SAARF’s main objective is to direct and publish media audience and product/brand research for the benefit of its stakeholders, thereby providing data for target marketing and a common currency for the buying and selling of media space and time. SAARF has thus the responsibility to measure the audiences of all traditional media such as newspapers, magazines, radio, television, cinema and out of home media.
Site bible – a document which highlights an advertising site’s key information, such as: GPS coordinates, which direction it is facing, address etc. in additional to any other sales information relating to a site, such as: traffic counts, points of interest etc.
Super Bus Shelter – a large grey bus shelter in Johannesburg, situated along buy and taxi arterial roads.
Slim-Line Bus Shelter – a grey bus shelter in Johannesburg, situated along bus and taxi arterial roads. Sometimes featuring an advertising Pylon (mini-billboard).
Swivel bin – A sturdy and durable medium, situated in key urban areas, near residential and walk routes, with two dedicated areas for adverting purposes.
Spectacular Billboards – Outdoor display which is larger than normal, traditionally 36 square meters and larger, positioned at prime locations in a market, located in a specific area whereby it is unusual and “spectacular” to the viewer.
Street Furniture – Advertising displays, many that provide a public amenity, positioned at proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic. Street furniture displays include litter bins, benches, suburban name signs, ID Lites, Street poles, transit shelters, newstands/newsracks, kiosks, shopping mall panels, convenience store panels and in-store signage.
Sign – A structure used to display information regarding a product or service. For example; Billboard, wall, taxi top signs, digital video board.
Space Rate – The Rand value associated with the contracting of advertising space for an individual billboard “face”. The rate is based on the contracted time period an advertiser wishes to secure the space for which may or may not include other costs (production, embellishments, installation, etc).
Specifications sheet or Sales sheet – a documents which highlights an advertising sites key information, such as: GPS coordinates, which direction it is facing, address etc. in additional to any other sales information relating to a site, such as: traffic counts, points of interest etc.
Substrate – A wide variety of material used to produce OOH displays. Billboard substrates are typically made from thermoplastic polymers or PVC. Many street furniture and transit substrates are made from vinyl type stickers among other materials.
Suburban ad – Are ads situated beneath the suburb area sign. The term suburb refers to a “neighbourhood”, in South Africa as most (but not all) “suburbs” have legally recognised borders and often (but not always) separate postal codes.
RAMS – Radio Audience Measurement
Reach – The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign, over a period, which is normally is a month.
Refresh Rate – The number of times per second the screen is updated or “repainted” for an LED display. Depending on the video standard, the actual image is changed only 25 times per second for PAL. Most LED systems use pulse-width modulation to generate the colour levels, and to reduce any noticeable flicker on the display.
Reflective vinyl – Is a type of printed material, also referred to as a decal, primarily used to increase the night-time visibility of advertised material safely and effectively in the light of an approaching driver’s headlamps.
RGB – (red, green, and blue) refers to a system for representing the colours to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any colour in the visible spectrum. Levels of R, G, and B can each range from 0 to 100 percent of full intensity.
Roof sign – Refers to a sign affixed on, above, or over the roof of any building so that it projects more than three (3) feet above the lowest point of the roof of such as a building.
Pantone – A set of colours for printing, each of which is specified by a single number, used in specifying printing inks.
PDF – (portable document format) Preferred format from which to print.
Province – the parts of a country outside of the capital or the largest cities. Any one of the large parts that some countries are divided into. South Africa has nine provinces, each with its own legislature, premier and executive council – and distinctive landscape, population, economy and climate.
Posting Instructions – Strategic and detailed information that an advertiser or agency provides to the outdoor company for them to use in selecting locations to advertise and any special instructions which accompanies this.
Print specifications – it is a detailed description of the criteria for a piece of art work. This is the essential characteristics or Specifications for printing and which either the client or agencies must deliver for printing. Details can include: SIZE, colour references, fonts, PDF preflight criteria, calibration targets for the print process, etc.
Pixels – any one of the very small dots that together form the picture on a television screen, computer monitor, etc. aminute area of illumination on a display screen, one of many from which an image is composed.
Purchase Order or PO – A purchase order (PO) is a commercial document and first official offer issued by a buyer to a seller, indicating types, quantities, and agreed prices for products or services.
Posting Date – The date when a billboard campaign is scheduled to commence. A five-day leeway is customary, subject to receipt and approval of final art work and signed contract.
Pocket and bar – Is a system which enables the flexface print material to be secured in place within the billboard frame, using round bar and hook bolts. Pockets are welded around the perimeter of the flexface.
Proof of flighting – A photographic image of the campaign provided to the advertiser as proof that the correct artwork creative was placed at the correct location.
Portrait – Refers to the orientation of the creative, which is in a vertical position, typically are 7.5X5 meters in size.
Production – The process of printing artwork digitally onto a single-sheet vinyl, flexface etc. display surface. When renting a billboard, the production costs are listed separately to the monthly rental rate.
PSD – stands for Photoshop Document, it is a layered image file, a default format that Adobe Photoshop uses for saving data. PSD is a proprietary file that allows the user to work with the images’ individual layers even after the file has been saved.
OHMSA – Out of Home Media South Africa (OHMSA) is the trade association for the out of home media industry in South Africa.
OMC – Out of Home Measurement Council, is a non-profit body set up to oversee the research, methodology, reach and frequency of Out of Home media in South Africa. The objective is to develop a currency for the out of home media which is comparable and can be evaluated against other media types, such as TV, print and radio.
Outdoor Network or ON – Outdoor Network, the third largest out of home media company in South Africa.
Opportunity to See (OTS) – A basic measure of media exposure. OTS estimates are measures of media exposure. This term is used when quantifying how many exposures / average frequency a campaign should be planned to achieve. That is over the duration of the campaign an average person in our target audience should have the OTS 3 or more commercials.
Out of Home Media (OOH) – All advertising signage found outside the home specifically intended to reach consumers outside the home. Out-of-home advertising (aka OOH advertising or outdoor advertising) or out-of-home media (aka OOH media or outdoor media) is advertising that reaches the consumers while they are outside their homes.
Network – A group or system of interconnected people or things. The term commonly used in South Africa for Outdoor Network OOH Media Company.
Non-illuminated [Unit] – An out-of-home structure that has not been equipped with lighting for night-time illumination of an advertising message.