Efficiency – The degree of value delivered by an audience relative to the cost of the advertising space. Usually expressed in cost-per-thousand (CPM).
Effective Reach – The number of persons within the target audience exposed to the advertising schedule an average of three or more times.
Exposure – The reasonable opportunities for advertising to be seen and read. Common to all formats of OOH media.
Extension – also referred to as a cut-out, is an area made as a cut out that falls outside the basic restraints of a billboard. The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure. Added costs are normal practice for the use of extensions but are typically worth the added expense as they make your ad stand out.