Digital Billboard – Also referred to as LED billboard. Billboards that can change advertising content using digital technology. Content can be static with multiple advertising messages presented in rotation every few seconds.

Digital OOH Media (DOOH) – Any OOH digital media, also known as LED billboards, display that can change its advertising content for marketing purposes using digital technology.

Demographic Consumer Segments or Profiles– Audience breakdowns based on various characteristics such as: age, sex, income, education, etc. Demographics can be segmented into several markets to help an organization target its consumers more accurately. With this type of segmentation, an organization can categorize the needs of consumers.

Display Period – The exposure time during which the individual advertising message is on an out-of-home structure such as a billboard. Billboard display period varies depending on individual contracts, however, are traditionally sold in month long allotments.

Dimming – Changing the brightness of a LED 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.

Dots Per Inch or DPI – In printing, DPI (dots per inch) refers to the output resolution of a printer or image setter, and PPI (pixels per inch) refers to the input resolution of a photograph or image. DPI refers to the physical dot density of an image when it is reproduced as a real physical entity, for example printed onto paper.

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