A–Z
25 outdoor advertising terms, explained simply
- OOH (out-of-home) advertising
- Any advertising people see outside their homes: billboards, LED screens, transit, airport and street furniture.
- DOOH (digital out-of-home)
- Out-of-home advertising shown on digital screens, such as LED billboards and metro train screens.
- Static billboard
- A printed advertising face that shows one design for the booked term, usually rented by the year in Dhaka.
- LED billboard
- An outdoor digital screen that shows rotating video or still adverts; airtime is sold per minute per day.
- Airtime
- The amount of time your advert appears on a digital screen, usually measured in minutes per day.
- Loop / rotation
- The repeating sequence of adverts on a shared LED screen.
- Log summary
- A report from a digital screen showing when your advert played, used as proof of delivery.
- Facing
- The direction a billboard faces, and so which stream of traffic sees it.
- Unipole
- A billboard mounted on a single tall pole, common beside highways.
- Tri-vision
- A billboard made of rotating triangular slats that shows three faces in turn.
- Neon / lit billboard
- A board with built-in illumination so it remains visible after dark.
- Mid-island branding
- Advertising panels mounted on road medians, usually repeated along a stretch of road.
- Reflective sticker
- Printed retro-reflective material that lights up in vehicle headlights.
- Light box
- An illuminated frame displaying translucent, backlit printed film.
- Billboard skin
- The printed PVC or flex sheet stretched over a billboard frame.
- Pixel pitch (P4, P5)
- The distance in millimetres between LED pixels; smaller pitch means a sharper image at close range.
- Nits (cd/m²)
- A measure of screen brightness; outdoor LED screens need several thousand nits for daylight.
- IP65
- A weather-protection rating meaning dust-tight and protected against water jets.
- Mock-up
- A preview of your artwork placed on a photograph of the real location.
- Work order
- The client's written confirmation of a booking, usually issued with the advance payment.
- AIT
- Advance income tax, often added to advertising invoices in Bangladesh.
- Reach
- The number of different people who see a campaign at least once.
- Frequency
- How many times, on average, each person sees the campaign.
- Brand activation
- A live, physical experience that lets people interact with a brand, such as a launch, sampling or roadshow.
- Newspaper insert
- A printed leaflet placed inside newspapers before delivery.
QUICK, STRAIGHT ANSWERS
Questions buyers ask before they call
What does OOH mean in advertising?+
Any advertising people see outside their homes: billboards, LED screens, transit, airport and street furniture.
What is DOOH?+
Out-of-home advertising shown on digital screens, such as LED billboards and metro train screens.
What does pixel pitch mean?+
The distance in millimetres between LED pixels; smaller pitch means a sharper image at close range.
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