Drop and Hook
Operation:
Term associated
with semi-trailers that are dropped at a designated location and cargo
is unloaded. The carrier then leaves the semi-trailer and picks up another
semi-trailer for the return trip.
Exclusive
Showing:
Advertisers
on TRUCK ADS® network of trucks are guaranteed an
exclusive
showing
for the specific side or back of the truck their AD is shown unless
they opt to share the space with another Advertiser. Receive a 10% discount
off the published rate when you share the space.
Face:
The surface
area or face
where advertising copy is displayed.
Finished
Art: Art that is complete in all respects;
a true prototype of the anticipated reproduction; camera-ready.
Frequency: The number of times an
average individual has the opportunity to be exposed to an advertising
message during a defined period of time.
Frequency
in outdoor usually refers to the calendar month since this time period
coincides with standard contract practices.
GPS:
Global Positioning
Satellite (GPS) tracks the location of anything when a
GPS
transponder unit is installed. During a TRUCK ADS® campaign,
GPS
units are installed in each truck.
Gross Rating
Point (GRP):
The total
number of impressions delivered by a media schedule, expressed as a
percentage of the population. GRP's for Outdoor generally refer to the
Daily Effective Circulation (DEC)
generated by poster panels divided by the market population. Often used
interchangeably with "showing". One rating point represents a
circulation equal to 1% of the market population.
EXAMPLE OF HOW TRUCKADS CALCULATES GRP:
a.) Choose a Media Market: NEW YORK #1 = 17,000,000 population.
b.) DEC for New York =
58,000 impressions (See Calculation)
c.) Total Campaign Trucks = 10
CALCULATION:
Total population (17,000,000) divided by
580,000 DEC = 3.4 GRP or 3.4% of the population is reached each day
in the NEW YORK Media Market using 10 trucks with wrap around ads.
Impressions:
This is a term used by media to describe and quantify the number of
individuals who have an "opportunity" to see an AD in a given amount
of time.
See CPM.
TRUCK ADS® "Impressions Calculator"
can help you determine the CPM's for your
truckside advertising
campaign.
See CPM Calculator
Load Factor:
The average
number of persons riding in each vehicle. The
load factor
is determined through national research as well as evaluation of government
research and reports for highway capitalization.
Tab Audit Bureau (TAB)
currently uses a load factor of 1.35 persons per vehicle based upon
these collective research studies.
Metropolitan
Statistical Area - MSA:
Refers to
an area as defined by the United States Office of Management and Budget
(OMB). A Metropolitan Statistical Area (MSA) is defined by a distinct
rural boundary, completely surrounding the MSA. Population aggregates
are based on statistics from the US Government's, 2001
Metropolitan Statistical Area
(MSA) studies.
Mobile Billboards:
There are five (5) types of mobile billboards.
Click here for a detailed description
of all five.
1) Scrolling Mobile Billboards
2) Tri-vision mobile billboard trucks
3) A-Frame mobile billboards
4) Video TV mobile trucks
5) LED elevating mobile billboards
Mobile billboard trucks are also
known as advertising trucks, ad trucks, ad mobile trucks, mobile ads
and mobile ad trucks. The entire group of trucks have all been developed
in the past 5-10 years.
Non-competing
ADS:
Refers to
ADS on trucks. Advertisers who purchase AD space may want to share the
side of the truck but not the banner. AD space is sold exclusively.
Shared space rates are available, if two or more advertisers want to
share the space and not the banner.
Out-of-Home (O-O-H):
Inclusive term that refers to a wide array of out-of-home
media designed to reach the consumer outside the home, including transit,
bus shelters, bus benches, aerials, airports, in-flight, in-store, movies,
college campus/high schools, hotels, shopping malls, sport facilities,
stadiums, taxis, telephone kiosks, trucks, truck stops, mobile billboards
and other specialized media.
Plant:
All of the
outdoor advertising structures in a given city, town or area operated
by an outdoor company or
plant
operator.
Plant Capacity:
The number
of 100 GRP showings available in a given geographical area gives you
the plant capacity.
This is determined by dividing the total panels in an area by the number
of panels which make a 100 GRP showing.
Posting
Instructions:
Detailed information
sent to the plant operator covering the display of a particular poster
design. These instructions usually include as much marketing information
as possible so that the seller can choose the panels which have the
greatest efficiency in reaching the advertiser's target audience.
Reach:
The number of people potentially exposed to an AD expressed as a
percentage of population.
Regional Advertising:
Advertising
that reaches multiple cities and
U.S. Media Markets.
Riding
the Showing:
A physical
inspection of the posted advertising buy...either pre-buy or post-buy.
Showing:
The total
number of panels in a buy. The common advertising weights are
GRP/Showing
25, 50, 75 and 100 which relate directly to the percentage of the population
of a market. For example, a 50 showing will deliver 500,000 daily
exposures in a market with one million people in it. A 25 showing
would deliver 250,000 daily exposures. A
showing
size does not indicate the number of poster panels utilized.
Sidelined:
A truck that
is not in operation is
sidelined
during a specified period.
Soft Target Advertising:
It
is non-invasive advertising. Those targeted are not forced to view an
AD or in the alternative to switch channels or turn the page to avoid
an AD as would be necessary with TV, radio, newspapers and magazines.
Truckside advertising is a good example of
soft target advertising,
because it appears to be coincidental. This phrase was first coined by TRUCKADS®.
Sore Thumb Display:
A display
designed to attract immediate attention by virtue of its size or unique
style. It is advertising that sticks out like a
sore thumb.
Target
Audience:
A consumer
group selected to be reached by an advertiser. For outdoor advertising
the vast majority of the
target audience
are age 18 to 54 and coincide with the population of the surrounding
media market.
Traffic Count:
The number
of vehicles that travel a road each day.
Traffic count
is used to calculate DEC
and is supplied by city, county or state agencies. State traffic counts are
taken on most roadways in three-year cycles.
Transit Advertising:
Out-of-home
(OOH) media appearing on the exterior or interior of public transportation
vehicles or stations (buses, trains, commuter rail, trucks, mobile billboards,
subways, platforms, terminals, etc.).
TRUCK ADS®
Frame Kits:
A
Do it Yourself (DIY) Media frame system
for vinyl banners. Attaches to trucks and walls.
  
DO IT YOURSELF
Truckside
Advertising:
Also referred
to as truck advertising
and
truck side
advertising.
Third party ADS are affixed to panels on the sides, front or rear of
local delivery trucks and long haul big rig trucks owned by independent
carriers. A third party broker usually coordinates and executes the
logistics.
Underrun:
The number of displays or printed material underrun
or short of the number specified in the order.
U.S. Media
Market:
The term
U.S.
Media Market
most accurately describes the 206 regional
U.S. Media Markets depicted on this
website. Other popular terms used to describe U.S. Media Markets are
Broadcast
Market Areas,
FCC Service Areas and
AD Maps.
Visual
Aid Tool:
TRUCK ADS®
visual aid
tool
was designed to help the user see what an advertisement looks like on
the side of various truck types and then print them out for presentations
and truck side ad proposals. This useful
tool
is
used by sign companies and truckside advertising companies, as well
as truck owners and advertisers.
Wrap Around
AD:
A roll of
continuous printing. In the case of truckside advertising, a
wrap
around AD
describes advertising on two sides and the back or just the two sides.
A full wrap around AD includes the back of a truck.
See More.
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