L

Landscape or Landscape mode – is the orientation of a billboard or image that prints the image or billboard horizontally across the page instead of vertically. Landscape mode is commonly used for 3X6 or 3X12 meters size, charts or other images and text that may not fit properly with the page oriented vertically.

Large Format Printing – General reference to Billboard printing, usually done on large digital print machine and then assembled together in panels.

Live Copy Area – All print should remain within this dimension. The purpose of this dimension is to enhance readability by keeping the copy from coming too close to touch the supporting frame.

LED Billboard – A digital billboard is a billboard that displays digital images that are changed by a computer every number seconds or minutes. Digital billboards are primarily used for advertising, but they can also serve public service purposes. Digital boards carry no production costs and can carry multiple messages and creative.

Line of Sight – the point from which an advertising message can be seen from. This is the area in which the ad, out of home, can be viewed or seen or falls within your line of sight.

LED Brightness – The brightness level of an LED is measured in lumen. It is a measure of the intensity of the light omitted. The materials used to manufacture the LED determine the brightness of the LED. Howard also measured in pixels and should be common with previous glossary words talking of brightness.

LED Degradation – The standard method used to express the life of a display is the time it takes to reach 50% of its day one brightness.

Light Detector – Also called light sensor. An electrical component used to detect the amount or level of ambient light surrounding a display. If dimming has been set to “AUTO,” the light detector or sensor adjusts the intensity of the LEDs brightness accordingly.

Location List – A listing of all locations included in a specific outdoor campaign.

Landmark Billboard – are large format billboards, highly visibility OOH advertising mediums, located in key iconic locations, which can be distinctive in reputation due to their geographical and historical background.

Landlord – a person or organization that owns, who has the rights to, and leases property of a certain type.

Living Standard Measure (LSM) – The SAARF LSM has become the most widely used marketing research tool in Southern Africa. It divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). Previously eight groups were used but this changed in 2001 when the new SAARF Universal LSM consisting of 10 groups was introduced. The SAARF LSM is a unique means of segmenting the South African market. It cuts across race and other outmoded techniques of categorising people, and instead groups people according to their living standards using criteria such as degree of urbanisation and ownership of cars and major appliances.