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.

[I]

ILLEGAL SIGN

A sign or billboard unlawfully erected or maintained.

ILLUMINATED

An outdoor unit equipped with lighting that provides night time lighting of an advertising message, usually from dusk until midnight.

IMPRESSION

The number of people who have an opportunity to see an ad in a given period of time.

IMPULSE BUYING

An unplanned or shifted purchase.

INCANDESCENT BULB

A lamp that produces light through the application of electrical energy to a wire filament, which glows as it is heated.

INTERIOR SIGNS

Signs that are located inside a building or other facility.

INTERNALLY ILLUMINATED SIGN

A sign that is illuminated by a light source that is contained inside the sign.

INTENSITY

The LED industry measures display intensity in candelas per square meter, which is also referred to as nits. Also called brightness.