§ Glossary
The OOH glossary
The terms you meet when you buy outdoor advertising, explained briefly and without jargon.
- Outdoor advertisingOOH, out-of-home
- Advertising that reaches people outside the home: on scaffolding, facades, gable walls, screens, buses and street furniture. Also called OOH. It cannot be skipped or blocked, and large formats are seen by many people quickly. See our solutions.
- Scaffolding advertising
- A large-format banner on the scaffolding around a building under renovation. The space only exists while the works are on, so the period follows the building site’s schedule. See scaffolding advertising.
- Facade advertising
- A banner on a building’s facade, the side facing the street. Facades are usually booked for months and seen up close by pedestrians. See facade advertising.
- Gable advertising
- A banner on a building’s gable, the blank end wall without windows. Gables are often seen from a distance and from traffic, so the message must be short and big.
- Building wrap
- A campaign where the banner covers all or nearly all of a building. Used when a brand wants to own a whole street for a period.
- Large format
- Advertising from about 20 m² upwards, such as banners on scaffolding and facades. For comparison, a standard street poster is about 2 m².
- Mesh banner
- Banner material with small holes that let wind through. Often used on scaffolding, where solid material would catch too much wind.
- DOOHdigital out-of-home
- Outdoor advertising on a screen. You buy a share of the plays and can change your message during the campaign. See digital out-of-home.
- Impression
- One opportunity for one person to see the ad. The figure is gross: the same person passing five times counts as five impressions.
- OTSopportunity to see
- The number of opportunities to see an ad in a period. Often used to mean the same as impressions.
- Traffic figures
- How many people pass a site per day or week, on foot, by bike, car or bus. Traffic figures are the basis for comparing sites. Try the campaign calculator.
- Reach
- How many different people see a campaign at least once. Reach counts each person once, unlike impressions.
- Frequency
- How many times the same person sees the campaign on average. High frequency builds recognition, especially on routes people take every day.
- CPMcost per thousand
- The price of 1,000 impressions. Used to compare media with different prices and reach.
- Flightcampaign period
- The period an ad is up or running. Scaffolding advertising is usually booked by the week, facades often by the month.
- Print-ready artwork
- The finished design in the resolution and format the printer needs. With us it must be ready at least 10 working days before the campaign starts.
- Advertising permit
- The municipality’s approval of advertising on a building or scaffolding. A fee may apply.
- Arterial road
- A major road into the city with a lot of moving traffic. Sites here reach many people, but briefly, so the message must be readable in seconds.
- Eye levelstreet level
- Advertising placed in pedestrians’ line of sight, such as a screen or a ground-floor facade banner. Seen up close and for longer than large formats high up.