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.

[T]

TARGET AUDIENCE

The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption and purchase behavior.

TEMPORARY SIGN

Any sign not intended for permanent installation, such as banners and signs at construction sites. They may be incidental or miscellaneous in nature, such as political and real estate signs.

TIME AND TEMPERATURE DISPLAY

A variable message sign which displays current time and temperature in a stationary or alternating manner. Some also display simple messages.

TIME, PLACE and MANNER REGULATIONS

Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable.

TRADE AREA

Most retail businesses have a relatively fixed area that customers come from to do business at their store In general; the trade area is either the living or work locale for the customer. The selling zone of place-based retail business will be dynamic for two reasons; the customer is moving residences or jobs or the customer is passing through on a trip that intersects the trade area. The trade area for most small businesses is 3 to 5 miles.

TRADEMARK

Used by a business to distinguish itself and its products from the competition. A trademark may include a name, symbol, word or combination of those. Protected by the federal government and considered to have financial value. The circled "R" or "Reg. T.M." printed with the mark indicates that it is a registered trademark. See United States Trademark Act 15 U.S.C. Section 1127 (1988).

TRAFFIC COUNT

The recording of the vehicles and pedestrians passing a given point, usually in a day ; used by TAB to authenticate the potential exposure of outdoor advertising structures. All counts are verified by the TAB.

TRAFFIC AUDIT

The third party verification of traffic circulation in a market. Traffic audit information is used to calculate outdoor advertising DEC figures.

TRAFFIC ORIGIN

Research which provides advertisers with information about the audience passing outdoor advertising structures, not just those in immediate vicinity of the individual location. Collected license plate data are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to outdoor advertising.

TRANSITION

A visual effect used on an LED display to change from one message to another.

TRANSFORMER

Electrical equipment that converts input voltage and current to a different output voltage and current.

TRIM (MOLDING)

A frame of metal, fiberglass, plastic or wood that surrounds the surface of an outdoor advertising structure.

TRAVEL

A mode of message transition on an LED display where the message appears to move horizontally across the display surface.

TRI-COLOR CHIP

A discrete LED package containing the three colors (RGB) forming one pixel.

TOTAL RATING POINT (TRP)

Also called GRP (Gross Rating Point). The term refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population.