C

Campaign – The interval of time when an OOH advertising campaign is run for example, product launches, branding information or events.

Campaign billboards – traditionally 3X6 and 3X12 meters in size, located in high traffic areas such as taxi ranks, townships and informal settlements for key brand and product launches. Popular with FMCG brands for product and brands launches and promotions.

Cancellation Period – A specified period of time when a contract can be terminated. Most outdoor contracts carry a termination penalty for early termination.

Catalogue Sheet or Specification Sheet – Is a document that summarizes the performance and other technical characteristics of an advertising medium, in sufficient detail to be used by customers to review the key features and benefits of an advertising medium. Typically, a datasheet is created to assist in the sales process and describes details such as: Site code, rate, production specifications, GPS location, size, illumination, traffic count among other.

Copy– the text artwork displayed on billboard creative or other out-of-home structures.

Cost per Thousand (CPM) – Cost of reaching one thousand potential viewers, who notice the advertising on displays in a market. This can also be set against a set demographic or set of commuters.

Cost per Ratings Point (CPP) – The cost of reaching 1% of the targeted audience in print (advertisements) or any other media vehicle is called cost per rating point (CPP). In other words, it refers to the cost of buying one percent of the target population. CPP is also referred as cost per gross rating point. The cost of advertising exposure opportunities that equals one rating point in any geographically defined market.

Coverage – the percent of the population or demographic segment within any pre-defined geographic area that can be reached by the total inventory of a set campaign. Can also be seen as the percentage of a county or province exposed to out-of-home advertising and/or campaign.

Circulation – A measurement of traffic volume in a market. Circulation only estimates the number of people with an opportunity to see an out of home display or billboard. No longer a credible measurement for OOH.

Contract – is a voluntary arrangement between two or more parties that is enforceable at law as a binding legal agreement. Contract is a branch of the law of obligations in jurisdictions of the civil law tradition. A contract arises when the parties agree that there is an agreement.

Crop marks – also known as trim marks, are lines printed in the corners of your creative, such as the billboard, to show the printer where to trim or allow for excess material. They are used by commercial printers for creating bleeds where an image or colour on the creative needs to extend all the way to the edge in order to be applied to a billboard structure.

CMYK – The CMYK colour model that describes each colour in terms of the quantity of each secondary colour (process colour, four colour) it is a subtractive colour model, used in colour printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some colour printing: cyan, magenta, yellow and key (black).

Cut-Outs/Embellishments – Any lettering, image, or mechanical device that extends beyond the standard face of a billboard to attract more attention and three-dimensional impact. This is allowed on certain billboard structures depending on cut-out design and billboard integrity related to size, weight and wind loading. Cut-outs create high visible impact.

Character Height – Height of the largest letter that can be displayed on a message or advertisement.

Cluster – A grouping of a number of billboards or street furniture formats together in a set location, either along a set path on a given area, with the aim of delivering scale and repeat visibility.

Contrast Ratio – Ratio between the brightness or intensity measurement taken when the LED screen is displaying a blank video signal and a full, white video signal. This ratio determines the readability of the display so as to measure “depth” of an image or as a measure of how well the image can be seen in high ambient light.

Creative Brief – Detailed sales and marketing objectives, including details such as consumer segments, size, geographical location etc., that pertain to the design of an out-of-home campaign. Common to all formats.

(the) Creative – Ad agencies and buyers often refer to ads (billboards) and other forms of created advertising as “the creative.” Since the creative requires creative inspiration and skill that may come from a third party, it often doesn’t arrive until late in the preparation for a new campaign launch, and it is a core component of the campaign execution.

Copy Instruction or CI – is a legal document supplied by media agencies as a form of financial guarantee and confirmation of the “contract” / agreement between the parties. It is used by media owners as confirmation for a job to be processed.

Corporate Identity or CI – is the combination of a company’s logo, including the logo visual and typestyle, and the tagline and/or definition statement used with your logo that communicates a three- or four-word message about what a company does and stands for.