Istilah Outdoor Advertising yang Wajib Anda Tahu


Outdoor Advertising is one of the ways in which advertisers can carry their messages or carry out promotional campaigns physically in real life, and even represent their messages in 3-dimensional form, building long-lasting advertising messages. People can throw an advertisement flyer in the trash, ignore it when they read newspapers / magazines or close pop-up advertisements when surfing online. But they cannot ignore outdoor advertising, because that shapes their experience of leaving home. When a company wants to put their ads on the OOH media, it helps them to get to know the terms in outdoor advertising first like this:



  • AC = Agency Commission – Fees charged by advertising agencies to clients for the services they provide. This is usually a percentage of the agent’s costs in the process of providing services.
  • Ad Retention – Ad retention is a measurement of the number of consumers who remember seeing an ad or brand advertised on a display outside the home.
  • Ad-Size – height and width of outdoor display or billboards.
  • All In – prices that include government licenses & permit fees, production costs and media tariffs.
  • Alternative media – A type of OOH format that is not included in the category of: billboards, road furniture or transit media. Most alternative media are used to create specific solutions for advertisers.
  • Airport Media – refers to the advertising media available at the airport and around / outside the area near the airport.
  • Ambient Advertising – refers to the practice of placing ads on unusual items or in places that you will not see or think about. It can be found anywhere, inside or outside the building.
  • AR = Augmented Reality – technology that superimposes a computer-generated image on the user’s view of the real world, thus providing a composite display
  • Audience – Any audience that reflects the most desired consumer prospect for a product or service, is determined by age, gender, race, ethnicity or income; or a combination for any geographical definition
  • Awareness – A measure of knowledge about the existence of a brand or product or its advertisements by the audience. Measured spontaneously by survey or driven by something.


  • Back-Lit light box – a type of outdoor display in which a printed display is illuminated by light from behind to make visuals seen at night or for higher visibility.
  • Banners – Print displays of any material that contain advertisements, logos, slogans or other messages and are hung and displayed outdoors or next to buildings.
  • Billboards – Display large format digital or static ads intended to be seen from a distance, generally more than 50 feet, especially on the side of the road.
  • Bleed – display area that goes beyond the copy area directly from print or video, often to the edge of the finished size or panel frame.
  • Bus or Taxi Wrap – known as marketing practices that fully or partially cover (wrap) a vehicle in an ad or livery. The results of this process turn the vehicle basically into a mobile billboard.
  • Brand recall – refers to the extent to which the audience can remember or recognize a brand.
  • Brand awareness – refers to the extent to which the audience can remember or recognize a brand.
  • Brand consideration – refers to the possibility that customers will prefer one brand over another.
  • Brand recognition – is the extent to which consumers can correctly identify certain products or services just by looking at product logos, services, tag lines, packaging or ad campaigns.
  • Brand perception – is a special result of consumer experience with a brand.
  • Buying Flexibility – traditional OOH media usually have a two week period where advertisements can be ordered in certain packages. Purchasing flexibility identifies the way a sales company allows media to be bought, for example based on time.


  • Captive Audience – a group of people who listen or watch someone or something because they cannot leave.
  • Coverage – (also known as a coverage area) represents market boundaries exposed to OOH or outdoor advertising campaigns as defined by geographical parameters. Coverage can also be a percentage of the population in any geographic area that can be reached by total outdoor advertising or billboard inventory from media operators. \
  • Copy – content, artwork, or advertisements displayed on outdoor billboard units or other outdoor structures (OOH). The quality of advertising creative design can affect the number of people who see it.
  • Copy area – The viewing area of the OOH unit.
  • Color-proof – We will ask the client to choose a different variation list form from the print ad sample for outdoor placement (Original, + 10%, -10%)
  • Campaign – a series of planned promotional activities and efforts based on the same creative ideas and strategies carried out over a certain period of time
  • CPM = Cost Per Mile – (also called cost per impression or cost per thousand), is a measure commonly used in marketing & advertising. This is the cost that advertisers pay for one thousand views or clicks on ads or OOH display impressions.
  • Cycle – the length of time an outdoor campaign takes place.


  • Daily Impressions – the average number of people passing by or people (18+ years) in a car or other vehicle, potentially exposed to advertisement displays or billboards for 12 hours (without lighting) – 6:00 am to 6:00 pm) or 18 hours (light up – 6:00 in the morning until 12:00 midnight) on normal days.
  • Day-part – a term used when purchasing media space for television, radio and LED digital displays; time sharing on broadcast days by different media to offer slots and media presence to various advertisers.
  • Demographic – demographic profile of a person or consumer intended for outdoor billboard advertisements that are most likely to be interested in your product or service determined by age, gender, race, ethnicity, income, lifestyle, brand / media consumption, interests, or purchasing behavior; or any combination for any geographical definition.
  • Direct Client – someone you offer him directly, or a client who has a previous work history with you or someone close to you
  • Digital billboards – billboards that display digital images and short clips that are changed by a computer every few seconds. Digital billboards are mainly used for advertising, but they can also serve public service purposes.
  • Display Period – Display Period is the time interval or exposure when an outdoor advertising campaign (OOH) is run and seen.
  • Digital Out of Home – (DOOH) refers to all forms of digital media used for advertising and marketing purposes outside the home that can change the advertising content using digital technology. This includes outdoor displays (OOH), digital signage or digital signage that can change the advertising content
  • Directional Sign – is a sign or graphic display that is used primarily to provide information about possible destination locations.
  • Distribution – Strategic placement of OOH units in all markets or geographical areas. Unit distribution will have an impact on the reach of the campaign and the demographic profile of the audience sent.
  • DP = Dynamic Poster – Electronic poster, can display full motion video. Mainly located where people move.
  • Duration – The amount of time that an OOH display panel of a certain size can, from the moment of its visibility, remain in the audience’s vision.
  • Dwell Time – The period of time people tend to spend seeing an ad or display.
  • Dynamic – the process of building responsive creatives that present contextually relevant messages driven by intelligent use of data throughout DOOH.


  • Emerging media – is a new innovative and interactive technology used to share ideas and communicate with others in OOH advertising.
  • Exposure – Exposure is a measure of actual eye contact with a media unit or outside the home (OOH) or billboard. Exposure represents a reasonable opportunity for outdoor advertising to be seen and read.
  • Eyelet – a small round hole in an advertising banner or cloth to insert lace, laces, or laces.


  • FA = Final Artwork – The final art work that will be used to print placements and also hold colors.
  • Face – the surface area of ​​the OOH unit, billboard, or display where the ad copy is displayed. OOH structures may have more than one face.
  • Effective reach – the number of people in the target audience exposed to the ad schedule on average three times or more.
  • First come first serve – a term in which whoever approaches you first gets an offer in advance or a group of people or things to be handled or given something in the order in which they arrive.
  • Front-lit lightbox – a type of outdoor display where a printed display is illuminated by light from the front to make visuals seen at night or for higher visibility.
  • Footfalls – the number of visitors to a location or the number of pedestrians going through the location
  • Frequency – the average number of times someone saw an OOH ad message in a specified time period. Frequency in OOH advertising is usually measured over a four week period, but can be reported for any campaign period.


  • GST = Goods and Services Tax – (Abbreviation in Singapore) is a broad-based value added tax that is levied by the Singapore government on the import of goods, as well as almost all inventory of goods and services. Other countries are known as VAT, SST (Malaysia), VAT (Indonesia), etc.
  • GRP = Gross Rating Point. The total number of impressions delivered by the OOH campaign expressed as a percentage of the target audience.
  • Gross Impressions – the number of impressions registered with the target audience based on the GRP level of the day or week in a schedule.


  • High traffic area – a well-trodden location, often visited by many people or vehicles, busy with lots of cars and pedestrian traffic.
  • Head-on Display – the display or billboard is skipped or the driver will face directly and cannot be missed.
  • HD = High Definition – Format that provides a much higher resolution than a standard digital screen. 


  • Illumination – the act of supplying or brightening a poster with light from above or behind, to make it look brighter and more visible.
  • Impacts – The number of times an OOH campaign or ad was seen or recognized.
  • Impressions – The average number of people who are likely to see an ad on an OOH screen or billboard.
  • Inspection reports – weekly or monthly reports provided to clients after site visits to client display sites where several photos or notes are taken to be sent to clients regularly. 


  • Keder – a type of finishing that is attached to the fabric to make a continuous waterproof connection between the fabric and the frame. Keder provides strength and ease of mounting on banners, allowing you to lock the banners and the soft banners in place. This system creates a tight, strong and slim finish.


  • Large Format Billboard – refers to the format of imaging large outdoor displays or have large dimensions.
  • Landscape – display format in horizontal orientation.
  • LCD = Liquid Crystal Display – Screen capable of displaying high quality images with sufficient brightness even in areas with high ambient light levels.
  •  LED digital screen – The LED screen is a flat panel display, which uses a Light Emitting Diode array as pixels for video display. Their brightness allows them to be used outdoors where they are seen in the sun for shop signs and billboards.
  • Lightbox – a flat box that has a translucent glass or plastic side and contains electric lights, so that it provides even lighting to advertisements on the other side.
  • License & permit fees – Licenses approved by the state government to allow outdoor Billboard or LED display in that country.
  • Line Of Sight – Simultaneous display of more than one OOH unit or line from the observer’s eye to a distant point.
  • Loop – Digital content that repeats periodically on a digital LED screen. Editorial content can change per loop, but the ads will remain the same. 


  • Mall-Scape Advertising – large forms of advertising such as large format LED screens or Billboards that can be seen inside or outside the Mall.
  • Mall Displays – Backlight advertising structures located at strategic points in shopping centers; usually two or three sides.
  • Mapping – a method that represents the current or potential customer category for a product or service based on demographics, geography and other factors. Can also display the position of a product in the market, to show strategic areas for market penetration and potential areas that have not been utilized for market expansion.
  • Minimum booking – The minimum period that a client can order on location or site for OOH advertising
  • Media rate – Standard advertising rates for various types of advertising media (billboards, online advertisements, newspaper inserts, etc.).
  • Media buy – the act of buying advertisements from media companies such as television stations, newspapers, magazines, OOH exhibitions, blogs or websites. It also involves negotiating for the price and placement of advertisements, as well as research into the best new places for ad placement.
  • Media Planning – is the process of identifying and selecting media outlets (especially newspapers, magazines, websites, TV and radio stations, and outdoor placement), – where to place paid advertisements
  • Media coverage – used to refer to all OOH displays, video content or other types of digital content (produced by individuals or organizations other than your own company) where your brand, product, or service is discussed or displayed.
  • Media Owner – Individuals, groups or business entities that have mass communication media such as radio and television, newspapers, magazines and the Internet that reach or influence people widely.
  • Media Agency – A company that provides advice to companies on how and where to advertise, and about how to present a positive picture of themselves to the public. Their main services include advertising, public relations, and other forms of media management.
  • Media Mix – is a combination of advertising channels and mass communication media such as radio and television, newspapers, magazines, OOH and the Internet used in promoting certain goods or services.
  • Multi-sensory experience – Sensory imaging is a form of advertising that appeals to all individual senses in relation to the brand. Along with images, OOH campaigns can combine sound, touch, taste, and even smell to attract the attention of the audience. 


  • Neon signs – are electrical signs that are illuminated by a long luminous gas discharge tube containing purified neon or other gas that makes it glow in color and is used for display and / or signage. 


  • One time production = 1 time only the production of outdoor displays or billboards
  • OOH = Out Of Home – The term to refer to any form of media or advertisement that targets and impacts consumers outside of their homes.
  • OTS = Opportunity To See – a measure in advertising media that shows the number of times viewers are most likely to see an ad.
  • Outdoor Media – Outdoor media is a term primarily related to billboards, road furniture, transit and alternative media and refers to all forms of media that carry advertising messages to consumers outside the home.


  • Panel – Alternative name for poster site
  • Permit & License Fees – This type of display places large concrete pillars or building pillars and makes them into advertisements
  • Performance – Evaluate the achievement or effectiveness of the campaign after the event. Often in terms of range and frequency.
  • Period – the duration of the ad campaign.
  • Pillar wrap – A type of display where a large concrete pillar or building pillar is made and makes it into an advertising space by wrapping a pillar with a sticker sheet printed with advertisements or installing displays around the pillar.
  • POS = Point of Sale – (also known as Point of Purchase) is the time and place where customers make payments for goods and services provided.
  • Poster – a large printed image, photograph, or notice that you are sticking to a wall or board, usually for decoration or to advertise something
  • Posting Date – Date when the billboard is installed or a digital LED screen display program is scheduled to start.
  • Posting Instructions – Detailed instructions are provided for outdoor media companies by advertisers or agencies that provide specific copies of specific OOH locations.
  • Potrait – display format in vertical orientation.
  • Pedestrian Count – is a recording or count of pedestrian movements that pass a certain point along a particular road, location and path. In outdoor advertising this is done to authenticate the circulation of traffic that passes through the structure of outdoor advertising or advertisement boards to determine the display data or to verify who is exposed to outside advertising.
  • Production timeline – Schedule for the use of resources and processes needed by businesses to produce OOH billboards or provide services. 
  • Proof Of Posting – A series of photos from the OOH website taken and sent to the client as proof to show the client that the OOH display or billboard that they have purchased has been installed or arranged.
  • Proximity – to describe how close something is to something else or what is nearby.


  • QR Code = Quick Response Code – a type of 2D barcode that contains a matrix of points. It can be scanned using a QR scanner or smartphone with an internal camera that allows phone users to get more information about something 


  • Rate card – a document that contains prices and descriptions for various ad placement options available from media outlets. Like the rack rate at a hotel, this is usually the maximum price that can be paid.
  • Reach – estimated percentage of the target audience population that will potentially be exposed to advertising or outdoor advertising (OOH) messages outside the home or at least once during a certain period of time. Reach is usually measured during the four week campaign period. 


  • SAC = Special Agency Commission – Fees charged by advertising agencies to clients who are close to them or have past work history for the services they provide This is usually a percentage of the agent’s costs in the process of providing services.
  • SOV = Share of Voice advertising revenue model that focuses on weight or percentage among other advertisers.
  • Solus – a term to indicate the position of a billboard or display that is separate from other competitors’ advertisements.
  • Spots – When advertising with traditional media, such as television, radio, or OOH displays, advertising space is usually referred to as “advertising spots.” These spots have varying lengths, usually 30 seconds or 60 seconds.
  • Start date – the date the campaign is scheduled to start. Traditional static billboard ads require several days of leeway because of the time and production of vinyl and media and the time required to hang the vinyl. Digital billboard ads are much more flexible because copies and images can be sent electronically to structures or digital displays.
  • Sticker – A printed advertisement or visual that has an adhesive layer on the side that is not printed to stick to a wall or surface.
  • Street Furniture – OOH advertising displays placed along the sidewalk, including bus stops, telephone kiosks, benches and related equipment and furniture found on the street,
  • Street Liner – Site of small banner posters located on either side of a single deck bus and positioned parallel to the eye. Ideal for reaching drivers and pedestrians
  • Subject to availability – companies may have availability at the time of your question, but they are not obliged to hold an offer for you and can offer other users for the same promotion period. If another client confirms their order before you can do so by making a payment, unfortunately your offer is no longer valid. All quotes are subject to availability. 


  • Tri-Vision – a sign / board that consists of triangular prisms that are placed in a frame. The prism rotates 120⁰, each showing a new advertising message and / or information. As implied, three individual images, or messages, can be displayed on Trivision.
  • Traffic count – recording or counting of vehicle traffic that passes a certain point along a certain road, highway, and lane or intersection. In outdoor advertising this is done to authenticate the circulation of traffic that passes through the structure of outdoor advertising or advertisement boards to determine the display data or to verify who is exposed to outside advertising.
  • Transit Media – a form of advertising outside the home that displays advertisements inside or outside a vehicle such as beside or on a bus seat, taxi, or inside a train.
  • Transition – Visual effects used on digital LED display screens to change from one message to another.


  • Unit – Display outdoor advertising.


  • VAT – Value Added Tax (VAT) is a consumption tax that is imposed on a product whenever value is added at each stage of the supply chain, from production to the point of sale. The VAT amount paid by the user is the cost of the product, minus the cost of the material used in the product that has been taxed.
  • Vinyl – A one-sheet substrate where ad messages are printed. Usually used as advertising material for bulletins, billboards and some poster products.


  • Wallscape – intricate outdoor advertising painted in murals or attached directly to the exterior surfaces of buildings.
  • Wastage –  refers to the proportion of advertising campaign expenditure or ad weight seen by the wrong target audience or not seen by. All by the right target audience. 


If after reading the terms in outdoor advertsiing above makes you feel more interested to advertise with OOH media, we are ready to become your advertising partner with the best service and experience for years in ASEAN and several other Asian countries. Contact our contact person to get a direct quote now!