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.

[E]

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.

EFFICIENCY

The degree of value delivered to an audience relative to its space cost. Usually expressed as either CPM (cost per thousand) or CPP (cost per gross rating point).

ELECTRIC SIGN

Any sign containing or using electrical wiring.

ELECTRONIC MESSAGE CENTER

A variable message sign that utilizes computer-generated messages or some other electronic means of changing copy. These signs include displays using incandescent lamps, LEDs, LCDs or a flipper matrix.

ELECTRONIC VARIABLE MESSAGE SIGN (EVMS)

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

EMBELLISHMENT

Letters, figures, mechanical devices or lighting that is attached to the face of an outdoor unit to create a special effect.

EMERGING MEDIA

Recently developed or introduced outdoor formats.

EXTERIOR ILLUMINATED SIGN

A sign that is illuminated by a light source that is directed towards, and shines on the face of a sign. Also called direct illumination.

EXPECTED LIFETIME

Anticipated length of use for an LED. The expected lifetime of an LED is measured at the point when the sign has degraded to 50 percent of its original intensity. LEDs have a typical expected life of 50,000 to 100,000 hours (as specified by the manufacturer).

EXPOSURE

The reasonable opportunities for advertising to be seen and read. EXTENSION An area of copy made as a cut out that falls outside the basic restraints of a bulletin or premiere panel face.