Glossary of Terms
A
Advertising Structure
Physical structures built by an outdoor advertising organisation to display advertising. The message may be applied to the structure in several different ways. Structures are built to carry standard size advertising material.
Agency Commission
Sum of money paid to advertising or media placement agency by outdoor contractors for placing business, usually 10% of the value (gross rate) of the contract of outdoor.
Airport Advertising
Includes internal and external displays of various sizes.
Animation
Animation involves special treatment such as moving units, flashing lights, etc., and is used to gain added attention and awareness. Animation is more commonly used in rotating, permanent or spectacular sites.
Average Daily Traffic Count
The outdoor audience is measured by the number of vehicles passing a specific site multiplied by estimated average vehicle occupancy. Traffic counts are available from State Road or Transport authorities and estimates of vehicle occupancy for different types of roads are also available from the same source. All counts provided from this information should be for one-way viewing. Such traffic counts do not include pedestrian audience that may be significant when sites are within a CBD or at a retail shopping location. Occupancy rates vary by location but is generally between 1.45 and 1.75 per vehicle.
Arterials
Are major connecting roads within cities or between towns. Vehicle occupancy rates vary with proximity to residential and/or CBD section of the road.
Advertising Federation of Australia (AFA)
The national organisation of the advertising agency business that represents agencies of all sizes. Members are responsible for the major share of advertising placed in all media.
Australian Advertising Standards Bureau
Acts on complaints received against advertisements or commercials. The council is autonomous and maintains strict independence. The prime function is to provide direct public access for complaints against offending material.
Availability
As in other media, it is the space available for sale at a given time.
B
Backlight units (Backlit)
Advertising structures which house illumination in a box to throw light through translucent advertising printed on vinyl for a higher visibility and extended night viewing.
Bus Shelter Displays
Posters positioned as an integral part of a free standing covered structure at a bus stop. Backlit or standard two sheet poster.
C
Channel Letters
Letters with recessed surface designed to accommodate neon tubing.
Circulation
Circulation (potential viewers) is the foundation for determining the advertising value of outdoor sites. Outdoor circulation is based on traffic volume. There are three types of people in this volume: occupants of cars, pedestrians and mass transit passengers. Generally outdoor circulation figures will only reflect people in vehicles. Occupancy rates vary by State, by type of location and time of day.
Code of Ethics
The Outdoor Advertising Association of Australia (Inc.) has a voluntary code adopted upon membership to the Association, pledging member companies to operate for and in the public interest.
Commercial signs
Usually located on commercial sites, these advertising structures appear on roofs, walls, monopoles or other faces of business establishments or manufacturing plants for the purpose of identification or direction. They are not advertising media signs and members of the Association are not normally involved
Copy
The complete advertising message to be displayed on the advertising structure.
Cut-outs/ Embellishments, Add-ons
May be letters, packages, figures or mechanical devices attached to the face of an outdoor sign which extend beyond the sign area. Can provide a three dimensional effect. May be limited by location and engineering requirements.
D
Demographic Profile
Audience breakdowns based on various characteristics such as age, sex, income, education, etc.
Department of Transport/ Main Roads etc.
Names vary by state. Official government agency that regulates and studies traffic flows and issues statistics. These figures become the basis of traffic count research carried out by outdoor advertising companies when evaluating sites.
Display Period
The exposure time during which the individual advertising message is on display. Poster display periods vary depending upon individual advertiser needs and copy change periods dictated by the campaigns.
Distribution
The location of the individual advertising poster sites within a market relative to exposure potential.
E
Effective circulation
Potential viewers. Estimate of the audience that has an opportunity to see an outdoor poster. i.e. occupants of west bound vehicles for an east-facing poster.
EMC
Electronic Message Centre that can be remotely programmed to display a message using a personal computer and modem.
Exposure
Represents the opportunity for a message to be seen and read.
Expressway
Limited access roadway with speed limits ranging from 80Km/h to 115Km/h parking prohibited.
F
Face
The surface of an Outdoor advertising structure on which the advertising message is posted or painted.
Facing
Specifies the direction the poster may be seen to traffic flow. For example: a south-facing panel can be seen only by northbound traffic and vice-versa.
Fibre Optic Display
An innovative use of electronic light transmitting fibres to create changeable copy displays.
Frequency
The number of times an average individual has the opportunity to be exposed to an advertising message during a period of time.
Flexible Sign Written Vinyls (Woven Polyester)
Can be full photographic reproduction quality. These skins are ideal for rotation of campaigns around 24 Sheet sites, Supersites or Spectaculars within a city or to another State.
I
Illuminated
Outdoor structure with internal or external electrical equipment installed for illumination of the message at night.
L
LED
Light Emitting Diodes are the lamps used in EMC's and colour screens.
Lithography
Popular printing method for producing large quantities of posters in full colour.
Location List
A list supplied to buyers of outdoor space describing the location of all panels sold.
M
Media Credit Reference Ltd (MCRL)
Non-profit organisation limited by guarantee. Major Media groups, FACTS, FARB and ACP Publishing formed this public company when the agency accreditation system was revoked.
Monopole/Unipole
Structures fabricated on a single steel pole or column.
Mobile Billboard
Usually 6m x 3m (24 Sheet) size mounted on a small commercial vehicle or a trailer. Available nationally, some with illumination and/or loud speakers for playing jingles etc. Used for retail promotion or special events.
N
Neon Spectacular
Large advertising structure of varying size generally located high on major buildings in the CBD or on major arterial roadways. While used for product "branding" they are more generally for corporate or building identification.
Non-illuminated Panel
Name given to a standard poster panel not equipped with illumination.
O
Official Count
Traffic count scored from official figures produced by State Departments of Transport.
Outdoor Media Association Incorporated (OMA)
The OMA is an association of independent outdoor advertising companies which represents the industry both nationally and internationally. After more than fifty years of existence the need to continuously represent the industry to all levels of Government as well as to advertising decision makers continues and grows. OMA acts as a central authority for its members' views on matters of industry interest and media matters, political and lobbying actions in defense of advertising, planning and environmental matters. The association is the voice of all who display, manufacture, print and utilise this visual communication medium. The OMA does not intrude into any commercial matters that are the province of its members.
Overlay
A paper strip or price designation, such as a dealer imprint for a promotion, which is pasted on the face of an existing poster.
P
Painted Wall
Advertising message painted on building walls for high impact visibility, usually several storeys in height.
Paint Out
To obliterate copy on a painted spectacular site in preparation for a change in design. Also called Coat out or Blank out.
Panel Numbers
Panels may be given numbers or other means of identification to aid employees in the posting or painting of the advertising structure. These same numbers serve to pinpoint panels being purchased by a buyer.
Plant
All of the Outdoor advertising structures in a given city, town or area operated by an Outdoor company or "plant operator".
Plant Capacity
The total number of panels or signs of all types in a plant.
Poster
This is a term used for advertising messages that are printed on paper and posted onto advertising structures.
Poster - 24 Sheet
The 24 sheet poster is a large form of poster located mainly in commercial and industrial areas and primary and secondary arterial roads. Viewed chiefly by the occupants of cars and delivers exposure to both local residents and commuter traffic. More advertising campaigns are placed on this traditional "Billboard" than any other form of outdoor. Measures 6m x 3m.
Poster - 6 Sheet
The 3m x 1.5m reduction in size maintains the proportion of the 24 sheet poser which leads to economies in the production of artwork for mixed size campaigns. Located mainly in suburban neighbourhood locations they often serve as brand reinforcement at the point of purchase. Viewed by both pedestrians and car occupants as well as being used in rail transport locations.
Posting Date
The date on which the posters of a showing are scheduled for display. Most plants will have several posting dates during the month to even their workload and provide a variety of start dates to coincide with special advertising promotions. Usually 1st to 15th of the month.
Posting Instruction
Detailed information sent to the plant operator covering the display of a particular poster design. These instructions should include as much marketing information as possible so that the seller can choose the panels that have the greatest efficiency in reaching the advertiser's target market.
Proof of Performance
Certification that the advertising service has been delivered.
Public Service Copy
Copy of civic or philanthropic nature displayed in the interests of community welfare.
R
Run ons or Extras
Extra posters sent to plant operators to replace those that may be damaged during display period. The number of posters printed for renewal purposes varies from 10% - 20% of the total order.
Reposting Charge
An additional charge incurred for posting a change of design before expiration of a display period.
Rotation
The process of moving the advertiser's message from one location to another at stated intervals, to achieve a more balanced coverage of a market.
S
Screen-Printing
A method of printing for small to moderate quantity runs which employ stencils rather than metal plates.
Spectacular
"Specs" are the largest, greatest impact of all outdoor media. Top highway and inner city locations command the erection of these giant, modern, illuminated advertising vehicles. Ideal for customising messages with cut-outs and extensions. Size is from 15m x 4.5m up.
Street Furniture
Is produced in 1.8m x 1.2m or 1.5m x 1m sizes and is often backlit. Excellent targeting of CBD workforce, entertainment areas and railway platforms is achieved through their use.
Supersite
Large 12.66 x 3.35m illuminated poster sites. Dramatic size on major arterial roads and national highways. Standard size enables easy rotation of flexible face material from site to site and market to market.
T
Taxi Display/Taxi Tops
Advertising structures affixed to taxicabs, either on the roof or boot area. Roof panels are called taxi-tops and are generally backlit.
Traffic Count
Recording of vehicles and occupants passing, one way, a given point in order to establish Daily Effective Circulation (DEC).
Traffic Flow
A graphic presentation of the traffic volume upon any system of streets, arteries or highways, indication by width of lines which vary with the amount of traffic carried.
Transit Advertising
Those outdoor media appearing on the exterior or interior of public transportation vehicles or stations (buses, trains, trams, taxis, commuter rail, subways, platforms, terminals, etc.) and airports.
Tri-Vision
A display embellishment which, through use of a triangular louvre construction, permits the display of three different copy messages rotating through a predetermined sequence.
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