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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DAILY EFFECTIVE CIRCULATION (DEC)

The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00am to 6:00pm) or 18 hours (illuminated - 6:00am to 12:00 midnight). Pedestrian and mass transit circulations are not included. The basic traffic numbers can usually be obtained from your State Department of Transportation. Also called Daily Impressions.

DECK CABINET

Similar in detail and use as a raceway except larger in cross section to provide a background area.

DEMOGRAPHIC PROFILES

Audience breakdowns based on various characteristics such as age, gender, income and education levels.

DIMENSIONAL LETTER

A specification description of a letter, logo or symbol, either cut out, cast, molded or fabricated in material such as metal or plastic to create a raised condition. DIMMING Changing the brightness of a display, or the capability of increasing or decreasing the overall display intensity. The brightness level should be highest during the day to compete with daylight, and lower at night.

DIORAMAS

Signs that are custom designed creations with incorporate sign face messaging with additional physical features to catch the eye of the public. The signs may use mannequins, fencing, custom lighting, or themed architectural features in their construction. This type of sign is usually found only in the most intense urban environments.

DIRECTIONAL SIGN

1. 1. A sign erected for the convenience of the public such as for directing pedestrian and vehicular traffic movement or identifying public facilities but containing no advertising.
2. 2. An advertising sign whose purpose it is to direct the public to the advertiser's premises.

DIRECTORY SIGN

A sign that identifies the names and locations of tenants in a multi-tenant building or in a development made up of a group of buildings.

DOUBLE-FACED SIGN

A sign with two parallel opposing (back-to-back) faces.

DISPLAY PERIOD

The interval of exposure when an outdoor advertising campaign is viewed.

DISSOLVE

A mode of message transition on an LED display accomplished by varying the light intensity or pattern, where the first message gradually appears to dissipate and lose legibility simultaneously with the gradual appearance and legibility of the second message.

DISTRIBUTION

The strategic placement of outdoor units across a market.