Common Industry Terms

Common Industry Terms


The distance measured along the line of travel from the point where an advertising face first becomes fully visible to the point where the copy is no longer readable.


The recalled recognition of an Out of Home advertising message by an individual or audience. Ad awareness is influenced by creative copy and the consumer's relationship with the product or category.


Billboard or Hoarding

Large format advertising displays intended for viewing from extended distances, generally more than 50 feet.



Printed material that extends beyond the edge of a panel frame.

Bus Q Shelter (BQS)

Advertising displays affixed to a curbside structure (Bus Stops) located at regular stopping points along the routes of the public transport bus. Also referred to as Transit Shelters. 


The advertising displayed on an outdoor unit. The quality of the ad's creative design can impact the number of people who notice it.


Copy Area

The viewing area on an Out of Home face.



The boundaries of a market. The term also refers to the percentage of an area or locality exposed to Out of Home advertising.



An advertising display which is visible across traffic lanes on the opposite side of the roadway.


The addition of copy outside the restraints of an Out of Home face. Also referred to as Extensions. 

Display Period

The interval of exposure when an Out of Home advertising campaign is viewed.



The strategic placement of outdoor units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered.


Letters, figures, mechanical devices or lighting that are attached to an Out of Home face to create special effects. Embellishments may require prior approvals from the local municipality / governing authority. Please verify with your Clear Channel Representative prior to including any embellishments in your creative copy.


The surface area on an Out of Home unit where advertising copy is displayed. A unit may have more than one face.



The cardinal direction that an Out of Home unit faces. As an example, in Mumbai a north facing Billboard would be viewed by vehicles traveling south and is referred to as Facing Morning Traffic.


A tear that causes the advertisement display vinyl/flex to hang loose from an Out of Home face, typically due to natural elements (i.e. excessive wind or rain).

Illuminated Face

An outdoor unit equipped with lighting that provides nighttime illumination of an advertising message, usually from dusk until midnight but may vary as per local municipal policy guidelines and regulations. In Mumbai, the illumination is permitted till 23:00 hrs.

IOAA (Indian Outdoor Advertising Association)

A national trade association representing Out of Home companies, suppliers and affiliates.

Location List

A listing of all locations included in a specific Out of Home program.

Media Mix

The combination of media types and associated audience weight levels used together to meet the objectives of a media plan (or advertising campaign).

Out of Home (OOH)

All advertising signage found outside the home including Billboards, Spectaculars,Transit/Bus Q Shelters, Street Furniture, digital, mall signage, in-store signage, etc.

Policy Guidelines

A set of rules, regulations and guidelines framed by the local municipal corporation or the governing authority and which govern and regulate the installation of the Out of Home media and the advertisement displays thereon.

Proof of Performance

Certification by an Out of Home company that contracted advertising services have been rendered.


An informal term for reconnaissance which refers to the physical inspection of the Out of Home media that comprise an Out of Home program or campaign.


A structure used to display information regarding a product or service. An Out of Home face is a sign.


An Out of Home display that is usually larger than 40' x 20' and is positioned at prime locations in a market.

Street Furniture

Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians and shoppers for eye level viewing or at curbside and along the centre road medians to influence vehicular traffic.


Advertising displays affixed to moving vehicles or inside transit (bus, rail) vehicles or in the common areas of transit stations, usually in the public transport domain.


An Out of Home unit with a slatted face that allows three different copy messages to revolve at intermittent intervals.


A single-sheet substrate on which an advertising message is rendered by computer production. 

Glossary of certain terms commonly used in Out-of-Home Advertising Industry.