Glossary

Glossary Of Terms Provided By The Out-of-home Video Advertising Bureau

Adjacency: A commercial time slot immediately before or after a specific ad
or program.

Alternative Out-of-Home Advertising: A segment reported advertising
expenditures that includes spending on digital billboards, out-of-home
television networks and place-based media.

Affidavit: Sworn proof that an advertisers message ran as scheduled.

Animated Sponsorship: The ability for an advertiser to have an animated logo
associated with a particular piece of content.

Assets: Audio, video, static photography, logo type, etc used to create
finished advertising spots.

Audience Composition: The demographic or socioeconomic profile of the
networks audience usually including the percentage of the total audience
falling in each segment.

Audited Circulation: The certification of traffic count or circulation
according to national procedures approved by the buyer and seller community.

Avail: Inventory available for purchase in specific time periods.

Awareness: knowledge or understanding of an object, idea or thought. In
this case, the consumer is cognizant of the out-of-home video network, the
programming, and/or the advertising contained within.

Back to back: The running of more than one ad with one immediately following
the other.

Banner Advertising: Banner advertising displays along the bottom of the
screen when either the video advertising is playing, or during programming
as a part of a sponsorship.

Billboard: A sponsor announcement at the beginning or end of program
content.

Bookends: Two commercial units, usually 15 seconds each, ordered to run
specifically in the first and last position of the same commercial break.

Campaign: The planning and execution of a marketing plan including
advertising schedules, promotions, events and other media.

Cancellation Policy: The terms under which an advertiser can cancel an ad
unit or units scheduled that has already been purchased and scheduled,
including the required amount of advance notice and any applicable financial
penalty or consequence for early termination.

Captive: An audience confined to an area in which consumers have a strong
likelihood of being exposed to the messaging. (See also, Self Directed
Engagement).

Channel: a specific, prescribed, or official course or means of
communication. In regards to out-of-home video, this refers to a particular
network of venues.

Confirmation: Written verification that the order has been received and will
clear.

Coverage area: Geographic area covered by network installations.

CPM (Cost-Per-Thousand): The cost to generate 1,000 impressions.

CPP (Cost-Per-Point): The cost to buy one rating point, or one percent of
the population in a defined geography or universe.

Daypart: A section of a medium's operating hours, during which programming
and/or advertising is customized to appeal to a particular demographic or
target audience.

Digital Advertising Networks: Digital networks integrating targeted
entertainment and/or information program content with advertising narrowcast
through digital networks and/or screens in place based venues such as big
box and small retail, transit, malls, grocery, health clubs, medical
offices, gas stations, office buildings, hotels and other out of home
consumer venues.

Digital Billboards & Displays: Communicate advertising-only messages through
screens equipped with LED (Light emitting diode) or LCD (Liquid crystal
display) technology, often changing at predetermined times, or through
motion recognition technology, to showcase multiple brands.

Digital Sign: A display device that has the ability to display dynamic
advertising and replaces static billboards and posters.

Digital Signage Network: The connected grid of digital signs, which can be
controlled remotely (via the internet).

Discrepancy: When an invoice and the original order for an advertisement do
not match.

DMA: The Designated Market Area is a defined geographical measurement used
by Nielsen Media Research to identify and rank geography by size of
population.

Engagement: The degree to which consumers focus or pay attention to a
particular program or message. The level of engagement can be a function of
the message's relevancy to the consumer, the degree of interactivity of the
medium, the nature of the consumer exposure (e.g., stationary vs. in
movement impressions, captive vs. non-captive audience, etc.) and the
breadth of competing messaging.

Exposure: A consumer's experience with an advertising medium or message.

Favorability: Positive perceptions of a particular brand or product
influenced by messaging and/or experience.

Flight: Advertising campaign period expressed in days or weeks. Also known
as duration.

Frequency: The average number of times a person is exposed to a message,
program or network within a given period of time.

Gross Opportunity to View Audience: The total number of incidences, over a
period of time, where consumers are in an area where they have the
opportunity to view an installed network. This number can be reported by
demographic segment.

GRP's (Gross Rating Points): The total number of rating points achieved for
a particular period of time or schedule of advertisements.

Gross Venue Traffic: The total number of visits, over a period of time,
occurring in venues (i.e. locations) where a network is installed. This
number can be reported by demographic segment.

Gross Viewers: The total number of viewing incidences, over a period of
time, to an installed network. This number can be reported by demographic
segment.

"Gross" vs. "Unique": Audience measures can be reported as either "Gross" or
Unique", where "Gross" the total number of incidences occurring during a
period and "Unique" is the total number of individuals during a period.

Impression: Exposure to an out-of-home video network, program or message.

Loop: Segments of content and advertising programmed to a specific length
that then repeat on standard intervals. Example: A six minute loop that
contains 11-15 second ad positions and editorial content. The loop repeats
10 times an hour, providing 10 plays for each message in the loop.

Lower Third: Information, graphics and/or animation overlaying video. Also
known as chyrons and superbars.

Bug: An embedded graphic icon or logo used to brand an out-of-home video
program

Ticker: A ticker or crawler is a small screen space dedicated to presenting
headlines, promotions and other vital pieces of information.

Lowest Unit Rate (LUR): The lowest rate offered by the network to any
advertiser for a specific class of time.

Make-Good: Refers to an advertisement that did not run as originally
scheduled and is being run again with the intent to fulfill the original
order/contract.

Narrowcast: Program content designed to reach a specific group defined by
demographics.

Out-of-Home Video Network: the total number of venues airing a particular
out-of-home video program.

OVAB (Out-of-home Video Advertising Bureau): The official resource for
information on out-of-home video advertising, marketing and metrics.

Piggyback: Slang for two commercial announcements from the same sponsor that
are presented back-to-back within a single commercial time segment. An
example of this is two 15-second commercials in a 30-second time slot. This
is also called double spotting.

Pod: A grouping of commercials and non-program material in which more than
one advertiser's commercials air. Also referred to as a commercial
interruption or commercial break.

Post Buy or Post Analysis: In depth analysis executed after the flight has
completed.

Purchase Intent: The likelihood that an individual consumer will buy a
particular product.

Rating: The estimate of the size of the audience expressed as a percent of
the audience population. The percent sign is not shown and the rating may
represent overall viewing or a specific segment of audience viewing within a
defined geography or universe.

Reach: The unique number of people exposed to the out-of-home video network
during a given week.

Recall: the ability to remember a particular advertisement or segment from
within an out-of-home video program. This can be measured with (aided) or
without (unaided) prompting.

Rotation: A "rotation" is one ad position in a loop.

Schedule: The advertising purchased from a vendor and defined by the market,
number of advertising units, flight, length of advertising and rotations.

Self Directed Engagement: Media delivered in an environment in which the
potential audience makes a conscious decision to engage with the messaging.

Sentiment: cognitive perceptions or emotional feelings toward a particular
brand or product.

Sponsorship: The ability for an advertiser to have their logo associated
with a particular piece of content. (Stock Market report sponsored by
Charles Schwab).

Synchronized Ad: An advertisement that runs adjacent to a specific type of
programmed content (i.e. a Fidelity Ad running next to a stock market update
content) similar to contextual advertising.

Target Audience: A defined group of people at which a product or service is
aimed.

Upfront: The buying of national television advertising time for a full
broadcast year via one negotiation.

Venue: The place and location of the video advertising network and screens.
Examples include supermarkets, office building, gas stations and other
places with consumers.

Video Advertising Networks & Screens: Video networks integrating targeted
entertainment and/or information program content with advertising narrowcast
through digital networks and/or screens in place based venues such as big
box and small retail, transit, malls, grocery, health clubs medical
offices, gas stations, office buildings, hotels and other out of home
consumer venues.

Video Advertising: Full motion video and audio commercial, can play full
screen or with an enhancing graphical banner.

Wait-warping: Customers that are entertained while waiting for service have
reduced perceived wait times and increased satisfaction levels.