| 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. |
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The surface area on a sign where advertising copy is displayed. A structure may have more than one face.
The principal direction that an outdoor unit faces. As an example, a north facing bulletin is viewed by vehicles traveling south.
A mode of message transition on an LED display accomplished by varying the light intensity, where the first message gradually reduces intensity to the point of not being legible and the subsequent message gradually increases intensity to the point of legibility.
One of three appraisal approaches. The highest price at which a property could be sold given a reasonable exposure period in the market. The price is arrived at by a willing seller and willing buyer, neither being under duress to act.
A building mounted sign.
Poster paper unattached or torn from a bulletin or poster panel face.
A sign with an intermittent or flashing light source. Generally, the sign's message is constantly repeated, and the sign is most often used as a primary attention-getting device.
A dimensional letter cut from sheet or plate stock.
The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.
Electric-discharge lighting utilizing glass tubing manufactured to standard lengths.
A set of letters, numerals, and shapes, which conform to a specific set of design criteria.
A static display screen on an LED display, or a metal attachment around the edges of a poster face.
A visual effect on an LED display applied to a single frame to attract the attention of viewers.
A sign that is not attached to a building.
The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency in outdoor advertising is typically measured over a four week period.
An illuminated channel letter with translucent face.
Sign companies that complete the entire signage project, including surveying, designing, engineering, permitting, manufacturing, installing, and maintaining signs.
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