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Our rates are competitively priced and based on a myriad of factors including, but not limited to: number of units, coverage, duration, number of markets purchased, time of year, among other market conditions.
Financial Transparency Typically, commissions calculated as a percentage of advertising revenue are paid either by the outdoor advertising company or the advertiser to agencies, either directly or as a discount on the advertising spend. In addition to these commissions, outdoor advertising companies will, in certain circumstances, be asked by an agency to grant rebates that reflect the volume of business placed by the agency over a stated period, typically a calendar year.
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Why use out-of-home advertising? How much do billboards and other outdoor signage cost? We’re here to answer all these questions and more. Can’t find what you are looking for? Email us today and a representative will contact you shortly.
What is Outdoor Advertising?
Outdoor or out-of-home advertising refers to any advertising that appears outside the home and includes: billboards, transit (bus) shelters, bus ads, rail ads, etc.
Who uses out-of-home advertising?
More than 70 percent of outdoor ads promote local businesses – and that number is even higher in non-urban areas. National categories like entertainment, media, fashion, travel and packaged goods are heavy users too.
Why is outdoor advertising effective?
Three (3) of the major benefits of out-of-home are:
What is a “directional” ad?
A directional ad is one that advises consumers of their proximity to your business. These ads can include phrases like “right off exit 16,” or “make a left on Elm Street.” Directional messages are used heavily by motel, restaurant, and retail advertisers and are especially useful for local businesses that may be a bit “off the beaten path."
How do outdoor ads compare to other local options like radio or newspaper?
There are a few key benefits that outdoor advertisements provide compared to other local media:
Do Outdoor ads work?
We urge you to look at our client testimonial section that includes testimonials from advertisers in virtually every category who have found success using outdoor ads.
How do I select an out-of-home advertising program that would work for my business?
We have hundreds of account specialists, marketing, research and creative staff that can walk you through the entire process. We listen to your needs and your objectives and can tailor a program unique and specific to your goals.
How much does it cost?
We work with budgets of all sizes and billboard advertising rates vary greatly depending on location, number of units and length of program. Many of our large local and regional advertisers started as a single billboard client and have grown from there. We provide the same service and tools to a local advertiser as we do to a large national account.
Advertiser Market (Trading Area)
A custom market (often a group of counties) defined by an advertiser or retailer. This market definition is typically based on sales or other marketing criteria relevant to the product or service. (See Custom Market)
The number of out-of-home units required to achieve a desired weekly GRP/TRP level for a specific audience within a market.
The distance measured between the point where an advertising unit is first fully visible to the point where the copy is no longer readable.
The size of an audience that noticed an out-of-home advertisement usually measured during one or more weeks. Audience delivery can be represented using several definitions, including impressions, ratings, and reach and frequency.
Audited Weekly Circulation
TAB independently audits inventory locations, and collects/aggregates weekly circulation data for out-of-home media according to established national procedures approved by the buy-and-seller community.
The recalled recognition of an out-of-home advertising message by an individual or audience. Ad awareness is influenced by creative copy and the consumer’s relationship with the product or category. (see Noticing and Engagement).
Large format advertising displays that include, but are not limited to, bulletins, posters and junior posters.
Display area which extends beyond the live copy area, often to the edge of the finished size.
The largest standardized out-of-home format, typically measuring 14’ x 48’ in overall size; either sold as a permanent display or in rotary packages.
The audience delivered during an advertiser’s total campaign, by an advertising schedule, expressed in GRPs/TRPs, reach and frequency, as well as impressions.
The interval of time an out-of-home advertising campaign is on.
CBSA (Core Based Statistical Area)
Defined by the United States Office of Management and Budget (OMB), a CBSA is the urban center of a city, as well as the adjacent areas, that are socio-economically tied to the urban center by commuting. CBSAs are a standard geography for buying and selling media.
The process of selecting and scheduling individual media locations to maximize an out-of-home advertising campaign’s objectives.
Audience estimates of people exposed to actual advertising. TAB OOH Ratings are the first media measurement system providing true commercial audiences of out-of-home advertising rather than audiences that are merely exposed to editorial content (e.g. read a magazine, read a newspaper or tuned to a TV program, etc.)
The elimination of gaps in a media schedule by maximizing the duration of a campaign. An ideal advertising campaign would run for 52 weeks.
The sharing of advertising costs between a manufacturer and distributor or dealer.
The advertising displayed on an outdoor unit. The quality of the ad's creative design can impact the number of people who notice it. (see Noticing)
The viewing area on an out-of-home unit.
A station that measures traffic estimates and patterns at a specific section of a road. All displays assigned to a count station start with the same traffic count used to determine weekly circulation. A display may have weekly circulation from more than one count station if it can be seen from more than one road.
CPM - Cost Per Thousand Impressions
CPM values reflect the cost of delivering 1,000 impressions against a specific audience noticing the advertising on OOH displays.
CPP - Cost per Ratings Point
The cost of advertising exposures that equals to one gross rating point of a target audience in any geographically defined market.
An advertising display which is visible across traffic lanes on the opposite side of the roadway.
Any market used by a plant or advertiser, other than a DMA or CBSA. Custom markets are used to highlight OOH delivery within relevant geographic areas. (see Advertiser Market)
Target audiences used to plan, buy and sell media. The demographic audiences available for TAB Out-of-Home Ratings include age, sex, ethnicity and income.
Digital Out-of-Home Media
Any out-of-home display that can update its advertising content using digital technology.
The strategic placement of OOH units across a defined market. The distribution of units will impact the reach of the campaign that is delivered.
DMA – Designated Market Area
A television market area defined by Nielsen Media Research that is also used by advertisers for multi-media planning.
The degree of value delivered to an audience relative to its cost. Usually expressed in the values of CPM (cost per thousand impressions) and/or CPP (cost per gross rating point).
The method used to hem the edges of bulletins. Finishing can include welded pockets or other operational techniques for hanging substrates onto billboard units.
One of the standardized poster formats, typically measuring 6’ x 12’; formally known as an 8 Sheet.
The combination of media types, associated with audience weight levels that are used together to meet the objectives of a media plan (advertising campaign).
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.
Opportunity to See (OTS)
A basic measure of media exposure, OTS estimates are measures of media exposure (e.g. magazine readership or the TV program exposures) but not the advertising message.
Out-of-Home Media (OOH)
All media formats specifically intended to reach consumers outside the home.
The percent of a media unit or a media schedule that is made up of a particular audience; which provides a measure of audience concentration.
A term used to identify a media company and its entire OOH advertising inventory in a market.
The total number of people or a target group who live within a market. Population of adults 18+ or other target groups within a defined market serves as the base universe from which rating points are calculated.
One of the standardized poster formats, typically measuring 10'5" x 22'8", formally known as a 30-sheet poster.
Certification by an out-of-home company that contracted advertising services has been rendered.
Any structure used to display information regarding a product or service.
An adhesive strip that is used to cover a portion of copy displayed on an out-of-home unit.
Outdoor units constructed in accordance with the specifications established by the OAAA.
Target Rating Points (TRPs)
The total number of in-market impressions from a target audience delivered by an out-of-home campaign expressed as a percentage of a market population.
The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the circulation that passes outdoor advertising structures.
Displays affixed to moving public transportation vehicles or in the common areas of transit terminals and stations. Transit displays include, but are not limited to: bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage.
A curbside structure located at regular stopping points along urban bus routes.
An out-of-home unit with a slatted face that allows three different copy messages to revolve at intermittent intervals.
Any outdoor advertising display.
VAIs - Visibility Adjustment Index
A composite index score that refines opportunity-to-see (OTS) of a media unit that converts to audience likely to notice an ad based on the media unit’s characteristics; which include but not limited to media format, unit size, side of road, road types, distance to the road and dwell time.
Murals painted or attached directly onto the exterior surface of a building.
Number of people who pass by a specific media location based on an annualized average one-way weekly traffic count. Weekly circulation is the foundation of TAB OOH audience Impressions.
There is a wealth of industry resources available to advertisers that provide the tools, education and best practices necessary to create a successful out-of-home campaign.
Advertising Association of America
The OAAA is the lead trade association representing the outdoor advertising industry. Founded in 1891, the OAAA is dedicated to promoting, protecting and advancing outdoor advertising interests in the US. With nearly 1,100 member companies, the OAAA represents more than 90 percent of industry revenues.
OBIE winners are recipients of the definitive honor bestowed upon ad creator and innovators.
Established in 1933, the Traffic Audit Bureau for Media Measurement Inc. is a non-profit organization whose historical mission has been to audit the circulation of out of home media in the United States. Now known as Geopath, our organization has expanded its historical focus. Geopath looks to the future with state-of-the-art audience location measurement, deep consumer insight, and innovative market research. We use state-of-the-art data, technology, and media research methodologies along with a holistic, integrated approach to provide powerful tools that measure and analyze audience location and show how consumers engage with out of home advertising.
geekOUT - Geopath
Geopath measures and analyzes audience location and how consumers engage with out of home advertising as they move throughout their world. Check out the geekOUT Library to get your geek on and dive into some eye opening insights about the out of home audience. This collection of research provided in convenient presentations can help show you and your clients the value of out of home advertising. Explore based on various industries, audience segments, and more.
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