[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]
Designated Market
Areas in the USA are used by media research groups to identify
TV stations whose broadcast signals reach specific areas
and attract the most viewers.
USA DMA maps cover the
entire United States and are non-overlapping. There are
210 DMA's throughout the USA. All other DMA maps shown on
TruckAds.com represent markets as defined by TruckAds.
[Display Period]
The exposure
time during which the individual advertising message is
on display.
[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 four (4) types of mobile
billboards. 1 - "A" frame mobile billboards, 2 - Tri-vision
mobile billboard trucks, 3 - Video TV mobile trucks, 4 -
Elevating mobile billboards.
Click here for a detailed
description of all four. 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 regional
geographical segments within a given boundary, such as the
United States. ADS on long haul Semi-trailers travel regional
interstate highways of the US and the ADS target specific
regions designated as "Northeast, Southeast, Northwest,
Southwest, Midwest and Southcentral.
[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.).
[Truckside Advertising]
Also referred to as truck 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.
[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 the truck.
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