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Want to know your OOH from your DOOH? Confused about the difference between Reach and Route?

We’re here to help you navigate your way around the world of out-of-home advertising with our glossary.


This is an acronym for out-of-home advertising. This could include billboard advertising, posters or bus shelter ads in different environments outside the home such as roadside, shopping malls, train stations or entertainment venues.


This is an acronym for digital out-of-home advertising. Digital screens are the fastest growing area of the industry and can be found across multiple formats and environments, giving advertisers greater flexibility in scheduling and targeting their messages.

Billboard (48 Sheet)

A large format billboard advertising display, typically 6 x 3m. It is the most popular large out-of-home format, intended for viewing from extended distances. The measurements are based on the old double crown (20x30) as a one sheet, and this billboard format is 48 times the size of a double crown. Initially, outdoor posters were printed on individual sheets of paper, which were then pasted together to create a larger display.


A digital 48 sheet billboard (typically 6m x 3m), otherwise known as a large, landscape format digital screen. This is one of the most popular formats for advertisers as it offers the flexibility to run multiple  timely or location-based ads. Alight’s network is the market leader for total D48 audience reach in the UK.


This acronym refers to a Classic 6 sheet (C6) advertising display. Classic means paper as opposed to D6 for digital. The term '6 sheet' refers to a specific size of standardised advertising poster, measuring 1200 x 1800 mm. The name dates back to the early days of poster advertising. Initially, outdoor posters were printed on individual sheets of paper, which were then pasted together to create a larger display.


This acronym refers to a Digital 6 sheet (D6) advertising display. They can include everything from digital bus shelter advertising to digital screens inside shopping malls. 

Large format / small format

Format refers to the type of OOH media an advertiser would use - it could be large (48) or small (6) and an advertiser would often use a combination of different formats.

Street furniture

Advertising displays, many that support the provision of a public amenity in partnership with councils such as bus shelters. The sites are usually positioned at close proximity to pedestrians for eye-level viewing or at a curb side to impact vehicular traffic.


Route provides audience estimates for out-of-home advertising in the UK. Its data accounts not just for those exposed to posters and screens, but who really sees them. It is a not-for-profit company and a Joint Industry Currency which means its data is used to facilitate and evaluate the trading of out-of-home advertising.


This refers to the percentage of a brand's target audience who notice an advertising message at least once during an advertising campaign.


This refers to the average number of times a person notices an out-of-home advertising message during a defined period of time.


A specific grouping of sites/locations according to geography or format.


The place and location of the out-of-home advertising network and screens for example roadside, shopping malls, rail stations or gyms.


The advertising or artwork for your campaign that is displayed on an OOH format of your choice.

Spot / Spot length

A spot is the advertising creative content or ad copy, while the spot length is the amount of time the advertiser has to play their creative in.


The cost of delivering 1,000 impacts / impressions, otherwise known as 'views' from individual people who notice advertising on OOH displays.


A summary of the number of individuals delivered by an advertising campaign or a network of OOH sites. 


Share of Voice - the percentage of advertising time allocated to a brand; most often used with reference to a share of time on a digital screen when ad campaigns are likely to rotate between different ads from different brands.

Dwell time

The interval of time when people are in close proximity to a specific site, for example waiting at a bus shelter.

Day part

This refers to a set period of time or proportion of a day to define when an ad would play on a digital screen, for example only in the morning when commuters are on their way to work.

Demographic audiences

Breakdowns by audience based on various characteristics such as age, sex, income, and education.


A technology that allows an advertiser to select a geographic point using latitude and longitude information and then to create a radius, or virtual “fence” around that point to deliver a digital communication to a particular audience.


Point-of-sale - the time and place that a customer pays for goods and services. OOH sites are often located near to shops or services to drive POS activity for brands.


A trading technique applying automation in the buying and selling of media, often using data to value the media bought.


Return on Investment - the value of increased sales for a brand or other agreed and measured outcomes over the cost of achieving those outcomes.

Is billboard advertising right for your business?

Why opt for billboard advertising?

  • Have a guaranteed audience
  • Grow brand awareness
  • Support time-sensitive campaigns
  • Enhance your online marketing strategy