The definitive guide to Out-of-Home advertising terminology. From impressions to ROI, understand every term used in Hawaii's OOH industry.
The number of times an OOH unit is seen by members of the target audience. Audience impressions are the standard currency for buying and selling OOH media, replacing traffic counts as the primary metric.
A specific OOH unit or group of units offered for sale by a media company. Availability is typically expressed in terms of location, format, and time period.
The average number of vehicles passing a specific point on a roadway in a 24-hour period. ADT is used to estimate the potential audience for roadside OOH advertising.
A large-format outdoor advertising structure, typically measuring 14'x48' (bulletin) or 12'3"x24'6" (poster). Billboards are the most recognized form of OOH advertising and are positioned along major roadways and highways.
The extent to which consumers are familiar with a brand or product. OOH advertising is particularly effective at building brand awareness due to its high-frequency, always-on nature.
The largest standard OOH format, typically measuring 14' x 48'. Bulletins are positioned along major highways and expressways, offering maximum visibility to vehicular traffic.
An audience that has limited ability to avoid exposure to an advertisement. In OOH advertising, captive audiences include hotel guests in lobbies, gas station customers at the pump, and shoppers in checkout lines.
The total number of people who pass by an OOH unit within a given time period. Circulation is the raw count of potential exposures, before demographic filtering.
The cost to deliver 1,000 advertising impressions. CPM is the standard metric for comparing the efficiency of different media buys. OOH typically delivers very low CPMs compared to digital and broadcast media.
The geographic area reached by an OOH campaign. Coverage can be defined by market, island, neighborhood, or specific venue type.
OOH advertising displayed on digital screens rather than printed substrates. DOOH allows for dynamic content, dayparting, and real-time creative updates. JPG Media's hotel and C-store networks are DOOH.
The practice of scheduling different advertising messages at different times of day. DOOH enables dayparting, allowing advertisers to show breakfast promotions in the morning and dinner specials in the evening.
The amount of time a person spends in proximity to an OOH display. High dwell time environments (hotel lobbies, gas stations, checkout lines) allow for longer, more detailed messaging.
OOH advertising positioned at or near eye level for pedestrians or seated audiences. Street furniture, convenience store displays, and hotel lobby screens are examples of eye-level advertising.
The average number of times a member of the target audience is exposed to an OOH campaign within a given time period. Higher frequency builds stronger brand recall.
A digital marketing technique that uses GPS or RFID technology to define a virtual geographic boundary. OOH advertising can be combined with geofencing to deliver mobile ads to people who have seen an OOH display.
A measure of the total advertising weight delivered by an OOH campaign. GRP equals Reach multiplied by Frequency. A GRP of 100 means the campaign reached 100% of the target market once, or 50% twice, etc.
An OOH unit that uses artificial lighting to ensure visibility during nighttime hours. Illuminated displays extend the effective advertising period to 24 hours.
A single instance of an advertisement being seen by one person. Impressions are the fundamental unit of OOH audience measurement and are used to calculate CPM and campaign reach.
Advertising placed within retail environments, including supermarkets, convenience stores, and shopping centers. In-store advertising reaches consumers at the point of purchase, influencing buying decisions.
JPG Media's interactive online map showing all advertising venue locations across Hawaii. Advertisers can use JPGmap.com to explore available venues by island, media type, and location.
A measure of how positively consumers respond to an advertisement. OOH advertising consistently scores high on likability because it is perceived as less intrusive than digital or broadcast advertising.
The percentage of a target market reached by an OOH campaign. JPG Media's statewide network provides comprehensive market coverage across all four major Hawaiian islands.
A document provided by a media company that details the specifications, pricing, audience data, and advertising opportunities for a specific media property or network.
The combination of different advertising media used in a campaign. OOH advertising is frequently used as part of a media mix to extend reach and reinforce messages from digital, broadcast, and print campaigns.
An advertisement displayed on the exterior of a moving vehicle. JPG Media's mobile billboard network uses Speedi Shuttle and VIP Trans vehicles to deliver 750,000 impressions per 4-week campaign across Hawaii's busiest routes.
All advertising formats specifically designed to reach consumers outside the home. OOH includes billboards, transit advertising, street furniture, digital screens, and place-based media. OOH is the only traditional media channel that has grown consistently over the past decade.
OOH media positioned in specific venues to reach targeted consumer audiences. JPG Media's hotel, C-store, and supermarket networks are examples of place-based media.
The date when an OOH campaign is scheduled to begin. JPG Media campaigns are sold in 4-week periods, with posting dates aligned to the beginning of each period.
Documentation provided by an OOH company confirming that contracted advertising services have been delivered. POP typically includes photographs of installed displays.
Advertising displayed on top of gas station fuel pumps. Pump top displays reach a captive audience spending 5–7 minutes refueling their vehicles. JPG Media operates pump top displays at 7-Eleven, Aloha Island Mart, and Hele stations statewide.
The percentage of a target audience that is exposed to an OOH campaign at least once during the campaign period. Reach is one of the two primary metrics (along with frequency) used to evaluate OOH campaign effectiveness.
The financial return generated by an advertising investment, expressed as a percentage. According to Nielsen, OOH advertising delivers an average ROI of 497% — among the highest of any advertising medium.
The cycling of multiple advertisements on a single digital OOH display. JPG Media's digital screens rotate ads every 15–90 seconds, depending on the venue type.
The percentage of total advertising impressions in a market that belong to a specific advertiser. Higher SOV generally correlates with stronger brand awareness and market share.
An OOH advertising campaign that runs across multiple islands in Hawaii. JPG Media is one of the few OOH companies in Hawaii with true statewide coverage across Oahu, Maui, Kauai, and the Big Island.
The specific demographic or psychographic group that an advertiser wants to reach. OOH advertising can be targeted by selecting venues that index highly for specific audience segments.
The total number of impressions from a target audience delivered by an OOH campaign, expressed as a percentage of the target market population.
The number of vehicles and pedestrians passing a given point, used to estimate the potential audience for an OOH display. Traffic counts are the foundation of OOH audience measurement.
OOH advertising on or in public transportation vehicles and facilities, including buses, trains, taxis, and airports. JPG Media's mobile billboard network is a form of transit-adjacent advertising.
Brand awareness that consumers demonstrate without prompting. OOH advertising is highly effective at building unaided awareness due to its persistent, high-frequency presence in the environment.
A collection of OOH advertising locations operated by a single media company. JPG Media operates four distinct venue networks: hotels, mobile billboards, C-stores, and supermarkets.
The likelihood that an OOH display will be seen by passing traffic. Viewability is influenced by display size, placement angle, lighting, and surrounding environment.
OOH advertising that helps consumers navigate to a business location. Directional OOH advertising is particularly effective for businesses near major traffic corridors.
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