SkylineDOOH

SkylineDOOH Knowledge Base

Billboard & DOOH
Glossary

35terms explained

Learn the essential terminology of outdoor and digital out-of-home advertising.

All TermsFormatsMetricsStrategyTechnologyPlacements

Formats

10 terms

Formats

Billboard

A billboard is a large outdoor advertising structure typically found alongside highways and busy roads, designed to present brand messages to passing vehicular and pedestrian traffic.→
Formats

Unipole Billboard

A unipole is a billboard structure mounted on a single steel pole, commonly found along highways and major roads, offering 360-degree visibility potential.→
Formats

LED Billboard

An LED billboard uses light-emitting diode technology to display bright, dynamic advertising content that can be updated remotely and in real time.→
Formats

Digital Billboard

A digital billboard is an electronically controlled outdoor display that shows rotating advertisements, typically cycling through multiple brands on a timed schedule.→
Formats

Static Billboard

A static billboard displays a single printed vinyl or flex advertisement for the duration of the booking period, offering dedicated brand ownership of the advertising space.→
Formats

Backlit Billboard

A backlit billboard is illuminated from behind using internal lighting, causing the printed translucent material to glow, ensuring visibility during nighttime hours.→
Formats

Frontlit Billboard

A frontlit billboard is illuminated by external spotlights or floodlights directed at the ad face from the front, providing nighttime visibility for printed billboard displays.→
Formats

Tri-Vision Billboard

A tri-vision billboard uses rotating triangular prisms to display three different advertisements in sequence on a single structure, mechanically cycling between creatives.→
Formats

Mega Billboard

A mega billboard is an oversized outdoor advertising structure, typically exceeding 200 square meters, designed for maximum visual impact at high-traffic locations.→
Formats

MUPI (Mobilier Urbain Pour l'Information)

A MUPI is a standardized street-level advertising panel typically found in bus shelters, sidewalks, and pedestrian areas, offering close-range brand exposure to foot traffic.→

Metrics

9 terms

Metrics

Cost Per Mille (CPM)

CPM is a standard advertising metric representing the cost an advertiser pays for one thousand impressions or views of their advertisement.→
Metrics

Reach

Reach measures the total number of unique individuals who are exposed to an advertising message at least once during a defined campaign period.→
Metrics

Frequency

Frequency measures the average number of times a single individual is exposed to an advertisement during a specific campaign period.→
Metrics

Dwell Time

Dwell time is the duration a person spends within the viewing area of an advertisement, directly influencing the likelihood that the ad message is noticed and absorbed.→
Metrics

Impression

An impression in outdoor advertising represents a single instance of an advertisement being displayed to a potential viewer, used as the base unit for measuring campaign delivery.→
Metrics

Viewability

Viewability measures the likelihood that an outdoor advertisement is actually seen by passersby, considering factors like viewing angle, obstruction, distance, and environmental conditions.→
Metrics

Gross Rating Point (GRP)

GRP is an advertising metric that measures the total exposure of a campaign, calculated by multiplying reach (as a percentage of the target audience) by the average frequency of exposure.→
Metrics

Share of Voice (SOV)

Share of Voice measures a brand's proportion of total advertising presence within a specific market, geography, or media channel compared to its competitors.→
Metrics

Audience Measurement

Audience measurement in OOH is the methodology used to quantify and qualify the people who are exposed to outdoor advertising, using traffic data, sensors, mobile data, and statistical models.→

Strategy

7 terms

Strategy

Out-of-Home Advertising (OOH)

Out-of-home advertising encompasses all visual advertising media found outside the consumer's home, including billboards, transit ads, street furniture, and place-based displays.→
Strategy

Media Buying

Media buying is the process of purchasing advertising space and time across various channels, involving negotiation, planning, and optimization to maximize campaign performance within budget.→
Strategy

Campaign Planning

Campaign planning in OOH advertising is the strategic process of defining objectives, selecting billboard locations, allocating budget, scheduling timing, and measuring outcomes for an outdoor advertising initiative.→
Strategy

Media Plan

A media plan is a comprehensive document that outlines the strategy, channels, placements, schedule, and budget for an advertising campaign, serving as the execution blueprint for media buyers.→
Strategy

RFP (Request for Proposal)

An RFP in outdoor advertising is a formal document issued by an advertiser or agency requesting billboard operators to submit proposals with pricing, availability, and specifications for a campaign.→
Strategy

Campaign Flight

A campaign flight is a defined period during which an outdoor advertising campaign is actively running, often structured in sequential waves with gaps between them for budget optimization.→
Strategy

Dayparting

Dayparting is the practice of scheduling different advertisements or adjusting bid strategies for specific time periods within a day to target audiences during their most receptive moments.→

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