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.

[R]

RACEWAY

An electrical enclosure that may also serve as a mounting structure for the sign.

READABILITY

The quality that enables the observer to correctly perceive the message. In transportation engineering, this word is being replaced by conspicuity. Also known as conspicuity.

REACH

The approximate percentage of a target audience’s population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four week periods.

REFRESH RATE

The number of times per second the screen is updated or "repainted." Depending on the video standard, the actual image is changed only 30 times per second for NTSC signal or 25 times per second for PAL. However, most LED systems use pulse-width modulation to generate the color levels, and if the image were only "painted" once for every change, there would be a noticeable flicker on the display. A refresh rate of greater than 60 times per second will minimize the flicker. In general, LED displays should be refreshed at 120 times per second (120 Hz) or greater.

RECALL

In signage, this refers to the ability of a viewer to remember the message even when they are not viewing it. RECOGNITION: Refers to the ability of a viewer to identify the message.

REGULATORY SIGN

A sign having the primary purpose of conveying information concerning rules, ordinances or laws.

REMOTE CONTROL

Control of a display from a remote and/or central location via a communications network.

RETAINER

A framing member mounted around the perimeter of a sign face, and attached to the sign cabinet structure. It is designed to attach the face to the cabinet and/or intended to provide a decorating trim piece.

RETURN

The sides of a channel letter.

REVEAL

An indented detail on a sign.

REVERSE CHANNEL LETTER

A fabricated dimensional letter with opaque face and side walls.

RIDE

The physical inspection of the units that comprise an outdoor program in a market - either pre-buy or post-buy.

ROOF SIGN

A building mounted sign erected on the roof of a building.

ROTARY BULLETIN

A standardized 14’ x 48’ bulletin moved to different locations in a market at fixed intervals, usually every 60 or 90 days, to achieve greater reach in the market.

ROW

A horizontal line of pixels; in print graphics, a horizontal line on a table.