FACE
The surface of an Out-of-Home structure on which the advertising message is displayed. One billboard structure may have more than one face.

FACING "DIRECTION"
Specifies the direction the panel may be seen to the traffic flow; e.g., a south facing panel can be seen only by north-bound traffic and vice versa.

FADED
Loss of color brilliance due to length of exposure, weather conditions or technical problem with production.

FEDERAL-AID PRIMARY
Highway designated by the state and approved by the U.S. Secretary Transportation, as of June 1,1991.

FIBER OPTIC DISPLAY
An innovative use of electronic light transmitting fibers to create changeable copy displays.

FLAGGING
A tear in paper used on the advertising structure, causing the paper o hang loose and "flag".

Flexible Face
Single-sheet vinyl used in computer painting.
  
Flight
A period of time. The length of an advertising campaign, sometimes divided into distinct segments over the course of weeks.

FREQUENCY
The average number of times an individual has the opportunity to an advertising message during defined period of time. Frequency (and reach) in Out-of-Home media normally measured over a 30 day period.