Billboard/Bulletin – Digital

Digital billboards offer static messages that rotate every few seconds with typically six to eight advertisers sharing the same screen. Ad messages change every six to ten seconds.

Billboard/Bulletin – Standard

Billboards or bulletins are the largest and among the most impactful standard-sized outdoor media formats. They are located primarily on highways and other major roads.

Bus Bench Advertising

These are located at bus stops within urban areas and often at high traffic intersections. They are primarily used to reach pedestrian and vehicular traffic within markets.

Bus Headlight Display

Headlight displays are exterior units which appear on the front of a bus, usually under the windshield.

Bus Shelter

A curbside structure located along bus routes. They provide visibility to vehicular and pedestrian traffic at high-circulation locations, usually along main roadways.

Bus Tail Light Display

Tail light bus ads are placed on the rear of a bus. They primarily reach drivers traveling in their cars, but can also be seen by pedestrians on busy urban streets. 

Bus Wrap

A fully wrapped bus describes the technique whereby a bus is entirely covered by a full-color advertising design.

Cinema Advertising

Cinema advertising means the ads that take place before trailers in the movie theaters.

Cost Per Thousand (CPM)

The cost of delivering 1,000 impressions from an ad in a market.

Digital OOH Media

OOH units that display ads through screens and do not have a production cost associated with them.  

Display Period

The interval of time when an OOH advertising campaign is live (typically 4-week increments).

Double Decker Buses

Double decker buses allow the advertiser to reach high profile locations and tourist attractions in the top markets across the country. This mobile, large format advertising is located directly at eye level for greater impact and higher frequency. These can be both static and digital.


The cardinal direction that an outdoor unit faces. As an example, a north facing billboard is viewed by vehicles traveling south.

Gas Station Advertising

Digital screens located at gas pumps.


An outdoor unit equipped with lighting that provides nighttime illumination of an advertising message, usually from dusk until midnight.


The total number of times people are likely to notice an outdoor ad. Impressions are expressed based on a 4-week period.  

Interior Bus Card

Interior bus cards are positioned in frames above passenger seats and are used to reach bus riders. Longer viewing time allows for more copy than standard posters and regular riders mean high frequency.

Junior Poster or 8 Sheet

Junior posters are located mainly in urban neighborhoods and on smaller roads. They are viewed by automobile traffic and pedestrians. Positioned just above eye level, they are either free-standing units or mounted on the sides of buildings. In some markets, select panels are mounted vertically.

Kiosk Advertising

Available as free-standing information, telephone, or public-service kiosks. Formats are different in each market and can be static or digital.  

King Size Bus Poster

The king size bus poster is an exterior display which may appear on either side of the bus.

Line of Sight

The area in which an outdoor ad is viewed. Commonly used to refer to other units in the same viewing space or proximity to landmarks that pose restrictions on allowable outdoor advertising copy such as schools, churches, etc.

Mobile Billboard

A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated areas.  

Outdoor Advertising

Outdoor advertising refers to any ad that appears outside the home and includes: billboards, bus shelters, bus ads, rail ads, gas stations, taxi tops, airports, malls, bulletins, movie theaters, and gyms.

Out-of-Home (OOH) Advertising

OOH includes all media formats specifically intended to reach consumers outside of the home. OOH reaches consumers no matter what their media consumption habits.

Poster or 30 Sheet

Posters or 30 sheets are located mainly in commercial and industrial areas on major local roads. They are viewed by both people traveling in automobiles or pedestrians.

Posting Date

The date when a campaign is scheduled to start. A five-day leeway is customary.

Queen Size Bus Poster

The queen size bus poster is an exterior display which usually appears on the curb side of the bus.

Rail System and Subway Advertising

Subways and rapid transit systems offer a variety of advertising opportunities. They include printed and backlit posters on platforms and walkways, entrance displays, station clocks, and in-car signage.

Shopping Mall Displays

Shopping mall displays are located in high traffic areas of malls; typically at entrances, anchor stores, escalators, food courts, and other thoroughfares in a mall.  Various formats are available including kiosks, wall-mounts, digital screens, and free-standing displays. They are used to reach shoppers to influence purchase intent and for branding.


An outdoor display that is usually larger than 14′ x 48′ and is positioned at prime locations in a market.

Taxi Tops

Taxi top ads are printed panels attached to the roof of taxicabs. Taxi ads reach customers in retail and restaurant areas, airports, hotels, convention centers and sporting events. Taxi tops are typically sold to include both sides of the top.


Similar to a billboard or bulletin, but a tri-vision is produced with a slatted face that allows three different copy messages.

Urban Panel

Urban panels are positioned on top of subway entrances in large metropolitan cities.


A single-sheet substrate on which an advertising message is displayed.


Similar to billboards, wallscapes are one of the largest and most impactful outdoor media formats which are typically fastened to buildings.