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.

[O]

OFFICIAL COUNTS

The traffic counts taken from official (governmental) sources such as city, state or county departments of transportation.

OFF-PREMISE SIGN

A sign directing attention to a specific business, product, service, entertainment event or activity, or other commercial activity that is not sold, produced, manufactured, furnished, or conducted at the property upon which the sign is located. Also known as Outdoor Advertising.

ON-PREMISE SIGN

A sign whose message and design relates to a business, profession, product, service, event or other commercial activity sold, offered, or conducted on the same property where the sign is located.

OPEN CHANNEL LETTER

A dimensional letter that has no face and, if illuminated with the light source visible. A clear face for physical protection of internal components may be used.

OUT OF HOME (OOH)

All advertising specifically intended to reach consumers outside the home.

OUTDOOR

The term refers to any form of media that carries advertising messages to consumer audiences outside the home. Outdoor products are divided among four primary categories: billboards, street furniture, transit and alternative media.

OVERRIDE

The continuation of an outdoor advertising program beyond a contracted period.

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