When dealing with Outdoor Advertising campaigns, it is easy to feel overwhelmed by the vast amount of industry terms and concepts. If your primary job does not involve media buying or outdoor advertising strategies, you may feel at a disadvantage, when dealing with such projects.
Luckily, some strategic knowledge regarding certain Outdoor Advertising and Signage terms and concepts, can go along way. I've chosen 5 key concepts to define, that will bootstrap your industry knowledge and give you a better understanding of your next Outdoor Ad campaign.
Key Concepts
1. Impressions
The average number of persons who are likely to notice an ad on an Outdoor Advertising display. Gross impressions are those delivered against a demographic audience for an advertising schedule. Impressions are the starting basis by which the value of an Advertising display is calculated. In other words , The More People See It, The More It's Worth.
2. Exposure
A physiological or behavioral measure of actual eye contact with an Outdoor media unit and its advertising. Also described as, a reasonable opportunity for advertising to be seen and read.
3. Frequency
The average number of times an individual notices an Outdoor Advertising message during a defined period of time. Frequency in Outdoor Advertising is typically measured over a four week period, but can be reported for any campaign length.
4. Daily Effective Circulation (DECs)
The historical Outdoor audience measurement system. DECs are the average number of persons, in cars or other vehicles, passing and potentially exposed to an advertising display. The number of people who will see your Ad per day as verified by the Traffic Audit Bureau.
5. CPM - Cost Per Thousand
The cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market. This calculation will really determine the cost of your campaign. Each Outdoor Advertising Unit (billboard) is rated based largely on the 4 previously mentioned factors. That Unit will then be assigned a CPM, which will tell you, the buyer, how much you will fork over, per 1,000 advertising impressions.
This information should help better define some of the terms and factors driving your Outdoor Advertising cost. Understanding how the value of each Outdoor Advertising Unit is calculated, will give you an edge in making important, strategic campaign decisions.
For a more comprehensive look at Outdoor Advertising Terms and definitions,
The blog is very informative. Thank you! The outdoor advertising has numerous advantages which helps to advertise the products and services of the business owners. You can now also contact billboard advertising company that provides an impeccable service of outdoor advertising to the business owners.
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