The Language of Advertising

6-Sheeter bus shelter – A metal structure bus shelter advertising space, using vinyl printing, on non-illuminated bus shelters, strategically located along busy streets in major metropolitan areas, along set bus and taxi routes, providing exposure to pedestrian and vehicular traffic.

16 sheeter 2×3 meter or 3×2 meter – Are smaller format billboards, located and used in or near shopping mall environments.

48 Sheet or 3X6 meter – one of the most popular city billboard format. These can be front lit or internally illuminated, and can be marketed as part of walking package.

96 Sheet or 3X12 meter – one of the most sought after large format billboard sizes. They are typically situated on major arterial routes where they are seen by thousands of people every day. Form part of our Campaign Network

Allotment – The number of units required to achieve a desired GRP level in a market.

Approach – The total distance measurement along the line of travel from the point where an advertising unit first becomes fully visible to the point where the copy is no longer readable.

Arterial or Arteries – The major secondary streets of a city (not freeways) where speeds are usually lower. An arterial road or arterial thoroughfare is a high-capacity urban road. The primary function of an arterial road is to deliver traffic from collector roads to highways or national roads, and between urban centres at the highest level of service possible.

Artwork – The visual image of an ad, to scale, that will eventually be posted on a billboard or other advertising structure.

Availability – Advertising space in a specific location for a set site, available for sale at a given time.

A-Type bus shelter – A metal structure bus shelter advertising space, using vinyl printing, on non-illuminated bus shelters, strategically located along busy streets in major metropolitan areas, along set bus and taxi routes, providing exposure to pedestrian and vehicular traffic.

Added Value or AV – describes the enhancement a company gives its customer generally by extended the duration of the campaign, but not limited to this, at no additional cost to the customer.

AMPS – All Media and Products Survey Branded. AMPS is a term that was introduced to use for marketing purposes when the SAARF Board decided to allow SAARF to market the product to users that were prepared to pay for it. It must be stressed that the self-completion questionnaire (sometimes referred to as Branded AMPS) is an integral part of AMPS.

Billboard or Board – A billboard is a large outdoor advertising structure/display (a billing board). Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas.

Bleed – is a printing term that is used to describe a billboard or creative which has images or elements that touch the edge of the defined print area, extending beyond the trim edge and leaving no white margin. When a billboard has bleed, it allows for the material to be applied to a structure without effecting the creative.

Blanking Out – This is when the entire billboard design is removed or blocked from viewing. Typically used to cover an ad that has expired until a new advertiser can be posted. It is mandatory to blank certain boards immediately after the end of the paid display period.

Bleed-through – A production difficulty where the previous design used on a structure can be seen through the current message. Can occur because of the kind of paper or material used such as vinyl, a chemical reaction of certain pigments, or because of excessive wetting from heavy rain.

Bus Shelter – A curbside structure located at regular stopping points along urban bus and taxi routes.

Backlit – is a form of illumination, typically used by LED/LCD displays. Some mall and wallscape sites offer internal illumination.

B-Type shelter – A metal structure bus shelter advertising space, using vinyl printing, on non-illuminated bus shelters, strategically located along busy streets in major metropolitan areas, along set bus and taxi routes, providing exposure to pedestrian and vehicular traffic.

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.

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.

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.

Face – The surface area on an out-of-home unit where advertising copy is displayed. A unit may have more than one face as most billboards have two faces, one in each direction of road. Can also be referred to as a “panel” or “unit” or “frame”.

Facing – The direction that an OOH media such as a billboard faces. As an example, a north facing billboard is viewed by vehicles traveling south and vice versa.

Frame – a rigid structure that surrounds a billboard.

Finishing – The method used to hem the edges of billboard or large format billboards where multiple flexible faces to achieve the required completed size requirement. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.

Flighting or flight – the method of placing the printed display material for the contract period. Techniques include pasting of vinyl and paper, pocket and bar system amongst others for flexface material handled from ladders and catwalks and on occasion roping techniques. In some markets, Flighting is referred to as an advertising term which refers to the timing pattern in which length of an advertising campaign are scheduled to run for, sometimes divided into distinct periods over the course of weeks or months. Flighting technique allows an advertiser to know when their ad will run, and for media owners in turn to provide proof thereof.

Frequency – The average number of times an individual has the opportunity to be see an advertising message during a defined period of time. Frequency in outdoor or OOH is usually calculated based on a calendar month since this time period coincides with the standard contract practices, but can be reported for any campaign length.

Faded – Loss of colour brilliance due to length of exposure, weather conditions, or technical problem with production. Print materials and colours are affected by environmental conditions and generally do not last longer than 12 months.

Flagging – A uncontrolled tear in material used on the advertising structure, causing the material or substrate to hang loose and “flag”, which can occur due to vandalism or harsh weather.

Flex or Flexi face – is a durable, re-useable high quality flexible PVC material used in the production of various types of billboards, gantries, wall signs and the like.

Fully Wrapped Bus Shelter – Bus advertising display in which the entire bus shelter is covered with the advertising design.

File Format – Each different type of file has a different file format. The file format specifies the acceptable and/or required creative material needs to be delivered for production. The file format can be identified by the file extension name, such as: PDF, JPEG, TIFF, PSD or the like.

Glo Lites – Double sided, internally illuminated billboard

Gross Rating Points (GRPs) – The total number of in-Market impressions/impacts delivered by an OOH schedule expressed as a percentage of a market segment or demographic. One rating point represents impressions equal to 1 percent of the pre-defined market segment.

Gross Impressions – Total number of impression opportunities an out-of-home structure or advertising space can produce measured against a target audience in a market. Cumulative impressions can be combined to reflect an entire out-of-home campaign.

Gantries – Are cross road overhead displays located in key high traffic locations, delivering maximum exposure, extending run up visibility and overall line of sight.

Height – Overall height of sign means the height of a sign from the ground to the top of the structure and not limited to the advertising display area.

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.

JPEG – A JPG file is a compressed image file that does not support a transparent background. The level of compression in JPG files can vary in resolution with high quality for desktop printing, medium quality for web viewing and low quality for email. When compressed repeatedly the overall quality of a JPG image is reduced. High quality jpegs are acceptable for billboard printing.

Key – Black on the standard colour chart for printing. The “K” in CMYK stands for key because in four-color printing, cyan, magenta and yellow printing plates are carefully keyed, or aligned, with the key of the black key plate. Some sources suggest that the “K” in CMYK comes from the last letter in “black” and was chosen because B already means blue.

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.

Mall Displays – Traditionally backlit, but not limited to, advertisement structure located at strategic points in or near shopping malls. This display can be free standing or affixed to external key locations around a shopping centre, such as pedestrian walk ways, entrances and exists.

Market – A designated political, geographical, economic, or statistical area. This is the area which suits the advertising campaign according to reach of a product or message.

Material specifications – A statement of the particular print requirements to be supplied, based on a set of characteristics to be satisfied by the print material, in relation to design work to be executed.

Media Mix – The combination of media types used together to meet the objectives of a media plan or campaign.

Media Planning – Is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client’s brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

Metropolitan or Metro – A metropolitan area, sometimes referred to as a metro area or just metro, is a region consisting of a densely populated urban core and its less-populated surrounding territories, sharing industry, infrastructure, and housing. Of or relating to a large city, its surrounding suburbs, and other neighbouring communities.

Metro Lite – double sided, internally illuminated billboard, situated in major metropolitans, on arterials.

Millimetres – A Metric measure of distance used for small lengths. The abbreviation is mm. There are 1,000 mm in one meter.

Millennials – (also known as Generation Y) are the demographic cohort following Generation X. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years. In current terms, millennials are considered anyone who was born the last 20 years.

Mobile Billboards or referred to as Mobilites – A truck that is equipped with one or more billboards (normally landscape 3X6 meters in size), which are illuminated, and which are driven around designated times, areas and routes.

Municipality – A municipality is usually an urban administrative division having corporate status and powers of self-government or jurisdiction. The term municipality is also used to mean the governing, ruling body of a municipality. A political unit, such as a city, town, or village, incorporated for local self-government area.

Network – A group or system of interconnected people or things. The term commonly used in South Africa for Outdoor Network OOH Media Company.

Non-illuminated [Unit] – An out-of-home structure that has not been equipped with lighting for night-time illumination of an advertising message.

OHMSA – Out of Home Media South Africa (OHMSA) is the trade association for the out of home media industry in South Africa.

OMC – Out of Home Measurement Council, is a non-profit body set up to oversee the research, methodology, reach and frequency of Out of Home media in South Africa. The objective is to develop a currency for the out of home media which is comparable and can be evaluated against other media types, such as TV, print and radio.

Outdoor Network or ON – Outdoor Network, the third largest out of home media company in South Africa.

Opportunity to See (OTS) – A basic measure of media exposure. OTS estimates are measures of media exposure. This term is used when quantifying how many exposures / average frequency a campaign should be planned to achieve. That is over the duration of the campaign an average person in our target audience should have the OTS 3 or more commercials.

Out of Home Media (OOH) – All advertising signage found outside the home specifically intended to reach consumers outside the home. Out-of-home advertising (aka OOH advertising or outdoor advertising) or out-of-home media (aka OOH media or outdoor media) is advertising that reaches the consumers while they are outside their homes.

Pantone – A set of colours for printing, each of which is specified by a single number, used in specifying printing inks.

PDF – (portable document format) Preferred format from which to print.

Province – the parts of a country outside of the capital or the largest cities. Any one of the large parts that some countries are divided into. South Africa has nine provinces, each with its own legislature, premier and executive council – and distinctive landscape, population, economy and climate.

Posting Instructions – Strategic and detailed information that an advertiser or agency provides to the outdoor company for them to use in selecting locations to advertise and any special instructions which accompanies this.

Print specifications – it is a detailed description of the criteria for a piece of art work. This is the essential characteristics or Specifications for printing and which either the client or agencies must deliver for printing. Details can include: SIZE, colour references, fonts, PDF preflight criteria, calibration targets for the print process, etc.

Pixels – any one of the very small dots that together form the picture on a television screen, computer monitor, etc. aminute area of illumination on a display screen, one of many from which an image is composed.

Purchase Order or PO – A purchase order (PO) is a commercial document and first official offer issued by a buyer to a seller, indicating types, quantities, and agreed prices for products or services.

Posting Date – The date when a billboard campaign is scheduled to commence. A five-day leeway is customary, subject to receipt and approval of final art work and signed contract.

Pocket and bar – Is a system which enables the flexface print material to be secured in place within the billboard frame, using round bar and hook bolts. Pockets are welded around the perimeter of the flexface.

Proof of flighting – A photographic image of the campaign provided to the advertiser as proof that the correct artwork creative was placed at the correct location.

Portrait – Refers to the orientation of the creative, which is in a vertical position, typically are 7.5X5 meters in size.

Production – The process of printing artwork digitally onto a single-sheet vinyl, flexface etc. display surface. When renting a billboard, the production costs are listed separately to the monthly rental rate.

PSD – stands for Photoshop Document, it is a layered image file, a default format that Adobe Photoshop uses for saving data. PSD is a proprietary file that allows the user to work with the images’ individual layers even after the file has been saved.

RAMS – Radio Audience Measurement

Reach – The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign, over a period, which is normally is a month.

Refresh Rate – The number of times per second the screen is updated or “repainted” for an LED display.  Depending on the video standard, the actual image is changed only 25 times per second for PAL. Most LED systems use pulse-width modulation to generate the colour levels, and to reduce any noticeable flicker on the display.

Reflective vinyl – Is a type of printed material, also referred to as a decal, primarily used to increase the night-time visibility of advertised material safely and effectively in the light of an approaching driver’s headlamps.

RGB – (red, green, and blue) refers to a system for representing the colours to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any colour in the visible spectrum. Levels of R, G, and B can each range from 0 to 100 percent of full intensity.

Roof sign – Refers to a sign affixed on, above, or over the roof of any building so that it projects more than three (3) feet above the lowest point of the roof of such as a building.

SAARF^® – Is the name by which the South African Audience Research Foundation is familiarly known. SAARF’s main objective is to direct and publish media audience and product/brand research for the benefit of its stakeholders, thereby providing data for target marketing and a common currency for the buying and selling of media space and time. SAARF has thus the responsibility to measure the audiences of all traditional media such as newspapers, magazines, radio, television, cinema and out of home media.

Site bible – a document which highlights an advertising site’s key information, such as: GPS coordinates, which direction it is facing, address etc. in additional to any other sales information relating to a site, such as: traffic counts, points of interest etc.

Super Bus Shelter – a large grey bus shelter in Johannesburg, situated along buy and taxi arterial roads.

Slim-Line Bus Shelter – a grey bus shelter in Johannesburg, situated along bus and taxi arterial roads. Sometimes featuring an advertising Pylon (mini-billboard).

Swivel bin – A sturdy and durable medium, situated in key urban areas, near residential and walk routes, with two dedicated areas for adverting purposes.

Spectacular Billboards – Outdoor display which is larger than normal, traditionally 36 square meters and larger, positioned at prime locations in a market, located in a specific area whereby it is unusual and “spectacular” to the viewer.

Street Furniture – Advertising displays, many that provide a public amenity, positioned at proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic. Street furniture displays include litter bins, benches, suburban name signs, ID Lites, Street poles, transit shelters, newstands/newsracks, kiosks, shopping mall panels, convenience store panels and in-store signage.

Sign – A structure used to display information regarding a product or service. For example; Billboard, wall, taxi top signs, digital video board.

Space Rate – The Rand value associated with the contracting of advertising space for an individual billboard “face”. The rate is based on the contracted time period an advertiser wishes to secure the space for which may or may not include other costs (production, embellishments, installation, etc).

Specifications sheet or Sales sheet – a documents which highlights an advertising sites key information, such as: GPS coordinates, which direction it is facing, address etc. in additional to any other sales information relating to a site, such as: traffic counts, points of interest etc.

Substrate – A wide variety of material used to produce OOH displays. Billboard substrates are typically made from thermoplastic polymers or PVC. Many street furniture and transit substrates are made from vinyl type stickers among other materials.

Suburban ad – Are ads situated beneath the suburb area sign. The term suburb refers to a “neighbourhood”, in South Africa as most (but not all) “suburbs” have legally recognised borders and often (but not always) separate postal codes.

TAMS – Television Audience Measurement Survey

Target Audience – The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demographic, psychographic, behavioural, lifestyle, brand or media consumption and purchase behaviour.

Transit or Bus Shelter – A curbside structure located at regular stopping points along urban bus routes for people to wait for public and private transportation. Out-of-home companies often create advertising space on them targeting vehicle and pedestrian traffic.

Traffic Count – The recording of the number of vehicles passing an out-of-home unit or location over a period of time, traditional a week or a month.

Traffic Origin – Research which provides advertisers with information about the audience passing outdoor advertising structures, not just those in immediate vicinity of the individual location. Such information is collected and based on data from local and international bodies and are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to outdoor advertising.

Transition – A visual effect used on an LED digital display to change from one message to another.

Target Rating Points (TRPs) – The total number of in-market impressions/impacts from a target audience delivered by an OOH campaign expressed as a percentage of a market population or set target market.

Transit – Advertising displays affixed to moving vehicles, trailers or in the common areas of transit terminals and stations, such as: taxi, bus and train/rail stations and airports.

Transit Displays – Displays affixed to moving vehicles or in the common areas of transit terminals and stations. Transit displays include, but are not limited to bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage.

Trim Size – The dimensions of an advertisement substrate once it has been prepared for placement onto an OOH unit, usually marked with crop-marks.

Travel – A mode of message transition on an LED display where the message appears to move horizontally across the display surface.

Taxi Advertising – Advertising that are part of mini-bus taxi’s, such as: wraps, internal ad panels and addition to ad space at taxi ranks.

Transit Advertising – Out-of-home media typically found on the outside or inside of public or private transportation vehicles or stations such as buses, subways, trains and mini bus taxis.

Tri-Vision – Advertising display usually the size of a traditional billboard that uses moving prism panels to rotate its surface. These show three different ad messages in predetermined order and for set amounts of time.

Trailer Advertising – A mobile billboard used for advertising on the side of a truck or trailer that is typically mobile. Mobile billboards can travel along and to locations based on brief from client.

Trim – The final size of a printed billboard after excess material has been cut off. Most billboards require excess trim in order to install. Billboards are traditionally trimmed and finished before flighting.

Unilluminated – An out-of-home structure that has not been equipped with lighting for night-time illumination of an advertising message.

Vinyl – A substrate on which an advertising messages is rendered/printed by either computer production or hand painting. Vinyl is primarily used bus shelters, litter bins and select format of billboards. 

V-shape billboard – Billboard double sided in a “V” shape to achieve the required facing direction for visibility to on-coming traffic.

Wallscape – a format of billboards which are attached directly onto the exterior surface of a building.

Waiting List – A list where an advertiser can place themselves next in line for a billboard or other display that is currently unavailable.

Walking package – when of an advertisers creative is rotated across different locations as part of a single campaign.

Walking billboards or walking packages or networks – walking billboards or walking packages, offer maximum exposure by moving the advertising message (the creative) between locations in the given term/duration of an advertising contract. Affording advertisers exposure in different markets and consumers audiences. Traditionally done on small format 3×6 internally illuminated sites, also known as Metro Lites.

Weld – Method of adhering 2 surfaces of the pvc flexface. Pvc Billboards usually have “welded” pockets all round to assist with installation. Welds are created using a high frequency welding machine or a heat welder.

Yellow – Yellow as per the print colour scale (same as Key)