COMMON OUTDOOR TERMS AND DEFINITIONS
Commonly Used Abbreviations
- D.E.C. - Daily Effective Circulation
- CPM - Cost-Per Thousand
- OOH - Out-of-Home
D.E.C. (Daily Effective Circulation)
D.E.C. (Daily Effective Circulation) is the basic unit of measurement
in the Outdoor Advertising industry. It quantifies the audience, defined
as the number of adults (18+) that have the opportunity to view a particular
advertisement, on a daily basis. The D.E.C. gives you the average number
of impressions (potential viewers) made by your campaign each day.
SHOWING SIZE
Showing size indicates the total number of impressions (the D.E.C.)
expressed as a percent of the population in a specific market. One rating
point represents a circulation equal to 1% of the market population (hence,
the Showing Size equals the percentage of the market population that will
view the campaign daily).
THE APPROACH
The Approach is the distance measured along the line of travel from
the point where the Outdoor unit first becomes visible to the point where
copy is no longer readable (having passed out of sight).
COST-PER-THOUSAND (CPM)
Cost-per-thousand (CPM) is the cost of potentially reaching one thousand
viewers of an Outdoor Advertisement. The formula for calculation: the
monthly cost divided by the circulation measured in thousands.
EXPOSURE
Exposure represents the reasonable opportunity for advertising to be
seen and read. Outdoor Advertising generates repeated exposure, delivering
your message 24 hours a day, 7 days a week, 30 days a month!
FREQUENCY
Frequency is the average number of times an individual has the opportunity
to see an an advertising message during a defined period of time. Frequency
and Reach in Outdoor Advertising and Out-of-Home Media are normally measured
over a 30-day period. Outdoor Advertising offers a continuous presence,
providing frequency levels unmatched by any other medium.
IMPRESSIONS
Impressions quantifies the number of people, in a given period of time,
that will see an advertising message.
REACH
Reach is the approximate percentage of a target audience's population
which will be potnetially exposed to an advertising message at least once
during a specified period of time. Reach is normally measure over 30-day
periods.