Jargon Busting in Advertising – Ten Industry Terms Translated

Talon Outdoor, the leading independent out of home (OOH) specialist, is aware that theirs is a sector full of jargon. Consequently the team has put together a list of commonly used terms and has translated them. So if you want to know your OTS from your PCI read on… 1. OTS/H – This term is used to describe the opportunity to see/hear an advertisement. Online this is similar to a page view. Similarly, LTS is the likelihood to see, this is a media measurement achieved by discounting the total audience to only include those people who in probability will see an outdoor advertising face. 2. PCI Rate – Cost per column inch for print display advertising, usually referencing newsprint. 3. CTA – Call to action is a marketing message that directs visitors to act in some specific manner, such as requesting a brochure, visiting the website or texting a certain word to the listed number. 4. Creative – This is the technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/visual. 5. Geofencing – One of the newest ideas inout of home advertising it is the idea that a virtual boundary, or "fence" is set up around a particular location. If you enter the geofence area, you may qualify for a discount or promotion, for example, you walk past a store and you receive an SMS with a discount code encouraging you to enter the store and make a purchase. 6. Psychographics – Involves the identification of personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviours. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behaviour. 7. DEC - Daily effective circulation is a measurement of the adult audience that has the opportunity to view the advertising message each day. For OOH it is based on the annual average daily traffic (AADT) count of a location taking into account the average number of persons 18 and over in each vehicle, the visible traffic flow and the hours of illumination of the display. The resulting number is expressed in thousands to facilitate the calculation of the costs per thousand (CPM) impressions per month. 8. EVMS - Electronic variable message sign is a digital out of home (DOOH) sign depicting action, motion, light, or colour changes through full motion video, electrical or mechanical means. Although technologically similar to flashing signs, the animated sign emphasizes graphics and artistic display. 9. Wall Scapes - These signs are murals that are typically painted onto the side of a building or other massive structure. In certain applications, vinyl advertising copy may be applied to or suspended from a wall. These signs may be huge vinyl signs draped down or wrapped around buildings, suspended from construction scaffolding, or other supporting framework. These signs are sometimes referred to as "building warps". 10. Street Furniture – Outdoor media advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curb side to impact vehicular traffic. Street furniture displays include, but are not limited to: transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.