| Glossary of Terms |
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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. |
[C] CABINET SIGN A sign structure consisting of the frame and face(s), not including the internal components, embellishments or support structure. CALIBRATION Measuring and adjusting both the color and the intensity of individual pixels to ensure image consistency across the entire display. CANCELLATION PERIOD A specified period of time when a contract can be terminated. CANDELA (cd) (can dell' ah) A measurement of directional light intensity from a point source. CANOPY A permanent awning often of metal and glass projecting over an entrance. See marquee. CANOPY SIGN 1. A building-mounted sign functioning as a marquee. 2. A sign mounted on a marquee or canopy. CENTER-TO-CENTER SPACING The distance between the center point of one pixel and the center of an adjacent pixel on a video or message center display. Also know as pitch. CHANGEABLE COPY PANEL A section of a sign that functions like a changeable copy sign. CHANGEABLE COPY SIGN A variable message sign composed of individual letters, panel-mounted in or on a track system. Has the ability to change content by means of manual or remote input. CHANNEL LETTER Fabricated or formed three-dimensional letter that may accommodate a light source. CHASER BORDER A border of incandescent electric bulbs or luminous tubes place around a display which flash on and off in rotation. The lights thus appear to be rapidly moving around the border. This is frequently used on theatre marquees. CHARACTER HEIGHT Height of the largest letter that can be displayed on a message center; height of a seven-pixel high character according to center-to-center spacing (e.g., 3.0" center-to-center spacing x 7 pixels = 21" character height). CHARTING The process of selecting and scheduling individual unit locations to maximize outdoor advertising objectives. CIRCULATION A measurement of traffic volume in a market. CLUSTER A grouping of LEDs that act as a single pixel. COATED TUBING Clear glass tubing, coated on the interior surface with phosphorus powder. Coated tubing produces a variety of different light colors, dependent upon the specific mixture of phosphorus powders utilized. COLD CATHODE
COLOR ACCURACY Conformity or exactness of color match, clarity and accuracy within the individual primary color groups of red, green and blue. COLOR SHIFT The angle of viewing off axis where the slightest change in pixel coloration occurs. COLOR TEMPERATURE The degree of hotness or coolness of a color, measured in degrees Kelvin. If a video display is said to have a color temperature of 7,000° Kelvin, for example, the whites have the same shade as a piece of pure carbon heated to that temperature. Low color temperatures have a shift toward red, and high color temperatures have a shift toward blue. The standard white for NTSC in the United States is 6,500° Kelvin. COLORED TUBING Transparent glass tubing manufactured with color pigments, typically color examples include ruby red, canary yellow, green, and midnight blue. CONFORMING SIGN A sign that is legally installed in accordance with federal, state, and local permit requirements, laws and ordinances. CONSPICUITY The characteristics of the sign that enable an observer to differentiate the sign from its surrounding environment. CONTENT NEUTRAL – TIME, PLACE and MANNER REGULATIONS Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable. CONTINUITY The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks. CONTRAST The difference or degree of difference between things having similar or comparable natures, such as light and dark areas, colors, or typefaces. CONTRAST RATIO Ratio between the brightness or intensity measurement taken when the screen is displaying a blank video signal and a full, white video signal. This ratio determines the readability of the display so as to measure "depth" of an image or as a measure of how well the image can be seen in high ambient light. CONTROLLER Computer or computer-type device used to program and operate digital displays. CO-OP The sharing of advertising costs between a manufacturer and distributor or dealer. COPY The words, message or artwork displayed on a sign. COPY AREA The viewing area on an outdoor unit. Encloses the actual copy on a sign. COST APPROACH (Valuation) An approach to estimating the value of real property whereby the appraiser determines the production cost of the property, minus any accrued depreciation. This approach does not merely include the hard costs of construction, but includes all soft costs such as interest, permits, and fees. In sign appraisal this concept includes the cost of replacing the message delivered to viewers. COST PER GROSS RATINGS POINT (CPP ) The cost of advertising exposure opportunities that equal one gross rating point in a market or one percent of the population. COST PER THOUSAND (CPM) The cost for an advertiser to send a message to 1000 receivers. The measure is calculated by dividing the amount of money spent for a given advertisement by the number of people exposed to it. (Based on this measure, signs are usually considered to be the least expensive form of advertising.) COVERAGE A marketing term that refers to the percentage of the total market population reached by an advertising message displayed in a given medium; measured at least once a month. CREATIVE BRIEF Detailed marketing objectives that pertain to the design of an outdoor campaign. C-STORE DISPLAY Point-of-purchase displays, typically the same format as transit shelter posters that are positioned at the entrance of convenience stores. CUSTOMER ACQUISITION COSTS Basic value calculation used to measure the cost versus return from the presence of signage; the cost of acquiring a customer. CUSTOM SIGN A sign designed, manufactured and installed to meet the requirements of a specific location.
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