[Allotments]
The number of outdoor panels in a
showing. Allotments required to achieve a desired
GRP level
in a particular market vary.
[Audience]
The total number of people who have
the opportunity to read an advertising message.
[Brand Name]
A name selected by the advertiser
to identify a product to the consumer, and to set apart
from all other products. Several product variations
may exist within a designated brand.
[Circulation]
The number of people passing an advertisement
who have a reasonable opportunity to see the advertising
message; potential viewers. Outdoor circulation is
based on traffic volume. Traffic volume is made up of three
modes of transportation; automotive, pedestrian and mass
transit. Traffic volume is obtained by counting the number
of pedestrians and automobiles passing any advertising structure
during a specified time period and the number of persons
riding in mass transit vehicles. Automobiles counted
are converted to persons by the TAB occupancy factor of
1.75 persons per car. For the most part, outdoor circulation
reflects people in vehicles.
[CPM]
Abbreviation for "Cost Per Thousand".
It is a method of determining the cost of 1,000 exposures
of an advertising message to potential customers for a product
or service. Most advertising media recognize this means
of cost measurement. See
TruckAds® Impressions Calculator
to calculate the CPM's for your
truckside ad campaign or
fleet graphics program.
[Daily Effective Circulation -
DEC]
It is the average number
of persons exposed to an AD or group of ads for either 12
hours (un-illuminated) or 18-24 hours (illuminated).
[Demographics]
The vital statistics
of a population group or a derived sample, such as: age,
sex, education, ethnic heritage, education, income, housing,
etc.
[Designated Market Area - DMA]
In the U.S.,
TruckAds DMA Maps™, geographically (by county) match the
footprint of each
U.S. Media Market. All
210 U.S. Markets are defined and ranked by population cluster
and size, along with the combined reach of broadcast, satellite
and cable TV stations within each population cluster, as
mandated by the FCC and the SHIVA Act of 1999. There are
no overlapping markets. Outside the U.S., TruckAds DMA Maps™
are currently sized by country or province.
TRUCKADS
DMA MAPS™
IN THE U.S.
ARE FIXED. THEY NEVER CHANGE BOUNDARIES, UNLESS THE POPULATION
CHANGES.
[Display Period]
The exposure
time during which the individual advertising message is
on display.
[DMA]
DMA is a term first used by the
Defense Mapping Agency in 1972 to identify their name
and their maps. Six years later (1978) Nielsen Media
Research chose this acronym as a trademark for services
related to television viewership research. It is not
known who thought of the term "Designated Market Area"
or who tied it to the acronym DMA, but it is currently
the number one, de facto identifier for U.S. Media Markets. Recently,
TruckAds made it the acronym for, Driving Market
Area™. Whatever you call a
U.S.
Media Market; Driving Market Area, Designated
Market Area, DMA or other descriptions
not in this list, the commonality of each of these terms
listed here is
that each definition generally describes the same
geographical footprint. DMA can be based on county, province or
country, as illustrated on TruckAds DMA Maps™.
[Driving Market Area™ - DMA]
In the U.S.,
Driving Market Area™, geographically (by county) match the
footprint of each
U.S. Media Market. All
210 U.S. Markets are defined and ranked by population cluster
and size, along with the combined reach of broadcast, satellite
and cable TV stations within each population cluster, as
mandated by the FCC and the SHIVA Act of 1999. There are
no overlapping markets. Outside the U.S., TruckAds DMA Maps™
are currently sized by country or province.
TRUCKADS
DMA MAPS™
IN THE U.S.
ARE FIXED. THEY NEVER CHANGE BOUNDARIES, UNLESS THE POPULATION
CHANGES.
[Drop and Hook Operation]
Term associated
with semi-trailers that are dropped at a designated location
and cargo is unloaded. The carrier then leaves the semi-trailer
and picks up another semi-trailer for the return trip.
[Exclusive Showing]
Advertisers on
Truck Ads™ network
of trucks are guaranteed an exclusive showing for the specific
side or back of the truck their AD is shown unless they
opt to share the space with another Advertiser. Receive
a 10% discount off the published rate when you share the
space.
[Face]
The surface area where advertising
copy is displayed.
[Finished Art]
Art that is complete in all respects;
a true prototype of the anticipated reproduction; camera-ready.
[Frequency]
The number of times an average individual
has the opportunity to be exposed to an advertising message
during a defined period of time. Frequency in outdoor usually
refers to the calendar month since this time period coincides
with standard contract practices.
[Gross Rating Points - GRP]
The total number
of impressions delivered by a media schedule, expressed
as a percentage of the population. GRP's for Outdoor
generally refer to the daily effective circulation generated
by poster panels divided by the market population.
Often used interchangeably with "showing". One rating
point represents a circulation equal to 1% of the market
population.
[Impressions]
This is a term used by media to describe
and quantify the number of individuals who have an "opportunity"
to see an AD in a given amount of time.
See CPM. TruckAds® "Impressions Calculator" can
help you determine the CPM's for your
truckside advertising campaign.
See CPM Calculator.
[Load Factor]
The average number of persons riding
in each vehicle. This factor has been determined through
national research as well as evaluation of government research
and reports for highway capitalization. TAB currently
uses a load factor of 1.75 persons per vehicle based upon
these collective research studies.
[Metropolitan Statistical Area
- MSA] Refers to an area
as defined by the United States Office of Management and
Budget (OMB). A Metropolitan Statistical Area (MSA)
is defined by a distinct rural boundary, completely surrounding
the MSA. Population aggregates are based on statistics from
the US Government's, 2001 Metropolitan Statistical Area
(MSA) studies.
[Mobile Billboards]
There are five (5) types of mobile
billboards. 1) Scrolling Mobile Billboards, 2) Tri-vision
mobile billboard trucks, 3) A-Frame mobile billboards, 4)
Video TV mobile trucks, 5) LED elevating mobile billboards.
Click here for a detailed
description of all five. Mobile billboard trucks are also
known as advertising trucks, ad trucks, ad mobile trucks,
mobile ads and mobile ad trucks. The entire group of trucks
have all been developed in the past 5-10 years.
[Non-competing ADS]
Refers to ads displayed on
TruckAds ® trucks.
Advertisers who purchase AD space are guaranteed not to
share the same truck with another competitor. If there
is a question about whether an advertiser competes with
another advertiser, those in question will be contacted.
[Out of Home Advertising]
Inclusive term that refers to a wide
array of advertising vehicles designed to reach the consumer
outside the home, including outdoor, transit, bus shelters,
bus benches, aerials, airports, in-flight, in-store, movies,
college campus/high schools, hotels, shopping malls, sport
facilities, stadiums, taxis, telephone kiosks, trucks, truck
stops, and other specialized media.
[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 number of #100 showings available
in a plant. This is determined by dividing the total panels
in a plant by the number of panels which make a #100 showing.
[Posting Instructions]
Detailed information sent to the plant
operator covering the display of a particular poster design.
These instructions usually include as much marketing information
as possible so that the seller can choose the panels which
have the greatest efficiency in reaching the advertiser's
target audience.
[Reach]
The number of people potentially exposed
to an AD expressed as a percentage of population.
[Regional Advertising]
Advertising that reaches multiple
U.S. Media Markets. Also, known as
U.S. Media
Markets,
Designated Market Areas
and Driving Market Areas™ (DMA).
[Riding the Showing]
A physical inspection of the panels
which comprise an advertising buy...either pre-buy or post-buy.
[Showing]
The total number of panels in a buy.
The common advertising weights are GRP/Showings 25%, 50%,
75% and 100% which relate directly to the population of
a market. For example, a 50% showing will deliver
500,000 daily exposures in a market with one million people
in it. A 25% showing would deliver 250,000 daily exposures.
A showing size does not indicate the number of poster panels
utilized.
[Soft Target Advertising]
It is non-invasive advertising. Those targeted are not forced
to view an AD or in the alternative to switch channels or
turn the page to avoid an AD as would be necessary with
TV, radio, newspapers and magazines. Truckside advertising
is a good example of "soft target advertising" because it
appears to be coincidental.
[Sidelined]
A truck that is not in operation during
a specified period.
[Sore Thumb Display]
A display designed to attract immediate
attention by virtue of its size or unique style.
[Target Audience]
A consumer group selected to be reached
by an advertiser.
[Traffic Count]
The number of vehicles that travel
a road each day. Traffic count is used to calculate DEC.
[Transit Advertising]
Out-of-home (OOH) media appearing
on the exterior or interior of public transportation vehicles
or stations (buses, trains, commuter rail, subways, platforms,
terminals, etc.).
[TruckAds DMA Map™]
TruckAds DMA Maps™ and TruckAds DMA™
are trademarks of TruckAds, LLC and match
U.S. Media
Markets,
Designated Market Areas
and Driving Market Areas™ (DMA).
[Truckside Advertising]
Also referred to as truck advertising
and truck side advertising. Third party Ads are affixed
to panels on the sides, front or rear of local delivery
trucks and long haul big rig trucks owned by others.
[Underrun]
The number of displays or printed
material short of the number specified in the order.
[U.S. Media Markets]
U.S. Media Markets, geographically
(by county) match the footprint of each of the
210 Designated Market
Areas in the U.S. The U.S. Markets are defined
and ranked by population cluster and size, along with the
combined reach of broadcast, satellite and cable TV stations
within each population cluster, as mandated by the FCC and
the SHIVA Act of 1999. There are no overlapping markets.
Outside the U.S., TruckAds DMA Maps™ are currently sized
by country or province.
TRUCKADS DMA MAPS™
IN THE U.S. ARE FIXED. THEY NEVER CHANGE BOUNDARIES, UNLESS
THE POPULATION CHANGES.
[Visual Aid Tool]
A computer aided visual aid tool,
designed to help the user see what an
AD looks like
on the side of various types of trucks, prior to purchasing
the AD.
[Wrap Around AD]
A roll of continuous printing. In
the case of truckside advertising, a wrap-around describes
advertising on two sides and the back of a truck.
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