Confused with the jargon used in today’s signage industry? Do terms such as ‘cluster’ ‘contrast ratio’ or ‘refresh rate’ make you scratch your head? This glossary of terminology will help light the way to understanding many of the terms associated with Outdoor Digital Advertising.

To navigate through the glossary, click on the letter above to go directly to that glossary page.

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ABANDONED SIGN

One in which no one has an interest, or as defined by State law.

ADVERTISING MEDIA

The means by which an advertising message is carried to potential customers; to include Internet, magazine, newspaper, radio, signage and television.

AESTHETICS

A term dealing with form, design, and/or quality of construction of a particular sign, building, site or structure, that presents a judgmental statement concerning the level of beauty or artistic value.

ALLOTMENT

The number of units required to achieve a desired GRP level in a market.  Traditional poster panel showings consist of a quantity of illuminated and unilluminated displays that will vary by market size and population.

ALTERNATIVE MEDIA

Outdoor formats that do not fall into the categories of:  billboards, street furniture or transit.  Most alternative media is used to create customized solutions for advertisers.

AMORTIZATION

 In terms relevant to signage and urban planning, it conveys the "grace period" beginning on the date a sign owner is notified that removal of a previously conforming sign has been ordered, and ending on the date removal is required.  This process makes a structure, which was legally erected with all permits, legally non-conforming for period of time.  After an amortization period, the sign becomes illegal and non-conforming.  Amortization has often been found to be a form of regulatory taking.  The legality of amortization depends on state law and numerous other conditions, and is frequently unenforceable.

ANIMATED SIGN

A sign depicting action, motion, light or color changes through electrical or mechanical means.  Although technologically similar to flashing signs, the animated sign emphasizes graphics and artistic display.

ANNUAL AVERAGE DAILY TRAFFIC (ANNUAL ADT)

Measurement representing the total number of vehicles passing a given location each day. These counts can usually be obtained from the State Highway Department.

APPROACH

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

AUDITED CIRCULATION

The certification of traffic circulation. The Traffic Audit Bureau (TAB) independently audits records and circulation data for outdoor advertising according to established national procedures approved by the buyer and seller community.

AWNING SIGN

A building mounted sign that provides additional functionality as shelter.