Billboard Advertising Glossary
This glossary explains the terms used in billboard advertising, including OOH, DOOH, CPM, impressions, plays, dwell time and share of voice, in plain language. Each definition is short so you can understand a quote or a report quickly.
Billboard and out-of-home terms
- OOH (out-of-home)
- Advertising people see outside the home, such as billboards, transit ads and street displays.
- DOOH (digital out-of-home)
- Out-of-home advertising shown on digital screens. A digital billboard can rotate several ads and be booked for short runs.
- Static billboard
- A billboard with one printed ad that stays in place for the whole run.
- Impressions
- The number of times an ad could be seen by passing people or vehicles. Impressions are an estimate of reach, not a count of people who acted.
- CPM (cost per thousand)
- The cost to reach 1,000 impressions. It is used to compare the price of different media.
- Plays
- The number of times a digital ad is shown on a screen during a run. Play counts are estimates because ads rotate.
- Rotation or loop
- The cycle in which a digital billboard shows ads from different advertisers one after another.
- Share of voice
- The portion of the screen time an advertiser gets in the rotation. A larger share means more plays.
- Slot
- The block of time you book on a digital board, such as 15 minutes, 1 hour or 1 day.
- Dwell time
- How long a person can see the ad. On a busy road with traffic stops it is longer than on a fast highway.
- Flight
- The start and end dates of a campaign.
- Proof of performance
- Proof that your ad ran. E&J sends proof showing how your billboard played, including the day and time it actually played. Photos can be provided when an E&J billboard agent is available in the area.
- Shout-out
- A short, low-cost digital billboard message for a birthday, proposal, memorial, event or announcement. E&J shout-outs are $150 for 15 minutes, $250 for 1 hour and $400 for 1 day.
- Creative
- The artwork and message on your ad. E&J designs your creative for free and you approve it before it runs.
Why these terms matter when you buy
Knowing these terms helps you compare quotes. Ask how many plays you get, how long the slot runs and what the cost is for each thousand impressions. For a quote built around your city and goal, use the billboard cost guide or call (888) 999-3241.
Frequently asked questions
What is the difference between OOH and DOOH?
OOH is any advertising outside the home. DOOH is the digital kind, shown on screens that can rotate ads and change quickly.
What does CPM mean in billboard advertising?
CPM is the cost per 1,000 impressions. It tells you what it costs to reach a thousand potential viewers.
Are plays and impressions the same thing?
No. A play is one showing of your ad on a digital board. Impressions estimate how many people could have seen it.
Keep reading
- Billboard cost guide
- Is a billboard worth it? Free calculator
- How billboard advertising works
- E&J Billboards facts, prices and policies
- Talk to a live billboard account manager
- What affects billboard price
Prices shown are starting guides. Final price depends on the city, the billboard and availability. Call or text (888) 999-3241 or email info@eandjbillboards.com.