I

Illuminated Unit – An out-of-home unit equipped with lighting that provides nighttime illumination of an advertising message, usually from dusk until midnight. Traditionally these are regulated by a day/night switch, which influences the illumination periods.

Impressions – The total number of times people are likely to notice an ad on an OOH display. Gross impressions are those delivered against a demographic audience for an advertising schedule. In-Market Impressions are the average number of times people that live in a defined market (e.g. Sea Point or Houghton) are likely to notice an ad on an OOH display. In-Market Impressions exclude Impressions derived from people who travel into or through the market but live outside of it. In-Market Impressions are the audience from which GRPs are calculated.

In Charge date -means the date from which the specified Advertisement Copy will be displayed.

Intensity – Also called brightness. The lumen (symbol: lm) is the system of units derived unit of luminous flux, a measure of the total quantity of visible light emitted by a source.

Impact – Effectiveness of advertising generated by an Outdoor campaign

ID Lites – Are internally illuminated advertising signs, situated on top of street name sites at intersections.

IRT Cantilever – The bus shelter network, which forms part of Cape Town’s Integrated Rapid Transit (IRT) system.