Outdoor
Advertising Terms

Audited Circulation
The Traffic Audit Bureau for media measurement otherwise known as TAB, independently audits records and circulation data for out of home media based on established national procedures approved by the industry.

Cost per Thousand (CPM)
The cost of reaching one thousand potential viewers of an outdoor format. The formula to calculate CPM is the monthly cost divided by the circulation in thousands.

Coverage
Refers to one of two things, the defined parameters of a market or the percentage of a market population and has the opportunity to be exposed to the outdoor format.

Cross-Read
An advertising display, generally a bulletin, which is visible across traffic lanes on the opposite side of the highway.

Daily Effective Circulation (DEC)
Average number of persons who have the opportunity to be exposed to an advertising display within a given period of time.

Exposure
The opportunity for advertising to be seen and read. Applies to all media.

Frequency
The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency in the outdoor industry is normally measured in a thirty-day period.

Gross Impressions
The total number of impression opportunities compared to the target audience.

Gross Rating Points (Grip's)
GRP' s for outdoor advertising refer to daily circulation. One rating point represents a circulation equal to one percent of the market population.

Posting Period
The length of time outdoor panel is displayed; in out-of-home posting periods are generally four weeks.

Reading Point
One reading point equals one percent of the markets population.

Reach
Percentage of the target audiences' population that has the opportunity to be exposed to the advertising message at least once during the showing.

Showing
Common advertising showings are #100, #75, #50, #25. Showings relate directly to the population of the market. A showing size does not indicate the actual number of panels involved. A showing indicates the total number of panels in an outdoor buy.

Outdoor Specifications

Click on the titles below to view and save specifications. There are many more, so contact Atwell Media Services today. Just click the contact button on the left of this page.

Billboard: 8 sheet specifications

Billboard: 30 sheet specifications

Mobile Billboard Trucks

Bus Interior Card
Contact us for a wide variety of Bus options.

Advantages of LED signs
Contact us for a wide variety of LED options.

Printer and File Specifications
Understand the kind of files needed to make your project exactly the way you want it.

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