Glossary

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SATELLITE SYSTEMS
Electronic communications method which uses satellite connections to turn on or off lighting on Out-of-Home structures from a central location; can also warn of power outages, bulb expiration, and other maintenance needs.

Scarborough
A provider of syndicated local market consumer data, measuring most major US DMA’s. Categories surveyed are consumer retail shopping behavior, product consumption, media usage, lifestyles behavior and all demographics.

SCENIC BYWAY
A road that has been designated through legislation or some other official declaration for its scenic value. The road can be classified as parkway, greenway, trail, heritage highway, drive, road, byways or backway. Editor's Note: There are portions of roadways that will be designated as scenic byways that 11 pass, for connectivity reasons, rough non-scenic commercial and industrial areas, or through comprehensively zoned urban cities. States and localities have the right to determine whether they ant to place billboards in these n-scenic commercial and industrial portions of designated scenic ways.

SCRAPE
To remove old or expired posters designs from the panel face to insure a smooth posting surface.

SCREEN PRINTING
Method of printing for small to moderate quantity runs which employs stencils rather than metal plates.

SECTIONS
Removable pieces of a bulletin, permitting rotation of the unit to another location. Can also refer to poster sheets.

SETBACK
The distance measured from the me of travel to the center of the advertising panel.

SHIPPING INSTRUCTIONS
An itemized list of shipping information for use by printers to ship sheets to plant operators.

SHORT APPROACH
Applies to an advertising panel which is fully visible for 40' to 75' to pedestrian traffic; 100' to 200' to vehicular traffic moving faster than 35 mph; 75' to 150' to traffic moving slower than 35 mph.

SHOWING
The total number of panels in a buy. The common advertising weights are #100, #75, #50 and #25 RP/Showings which relate directly to the population of the market. Showing size does not indicate the actual number of panels involved.

SIDEWALK DISPLAYS
Backlit displays with copy area 46" Wide X 67" High, located at parking venues (garages or lots).

Sign
Any structure used to display information regarding a product or service. An outdoor unit is a sign.

SILK SCREEN
Another term for screen printing; a method for producing small quantities of Posters, employing silk screen material to separate colors.

Simmons
A provider of national media and consumer marketing data. Categories surveyed are consumer retail shopping behavior, product consumption, media usage, psychographics, lifestyles behavior and all demographics.

SINGLE FACING
Panel is classified as a single facing if it is 25' from another Poster panel or 50' from another bulletin long the line of travel.

SKI AREA DISPLAYS
Poster displays located strategically at ski areas/resorts.

Snipe
An adhesive strip that is used to change a portion of copy displayed on an outdoor unit. Also refers to a small added strip along poster design to announce special or revised messages.

SOLAR-POWERED PANELS
The technology and equipment currently exists to illuminate panels with stored electricity generated by photo-electric cells, very much like the ones that power space satellites.

SPECIAL SURFACE EFFECTS
Some advertisers have experimented with mounting reflective disks n painted bulletins to make their copy sparkle or shimmer in such a ay as to create the illusion of motion and texture.

SPECTACULAR
An Out-of-Home structure built to specifications of one advertiser for use over a long term. The copy is presented in a spectacular or outsized fashion through a variety of devices: embellishments, special light effects, 3D features, etc.

SPOTTED MAP (Location Map) 
Map of a market with dots (spots) showing the placement of panels for a general or specific buy. Some are now computer-generated.

STACKED PANELS
Advertising panels with the facings built one above the other. Also called decked panels.

Standardized Unit
Outdoor units constructed in accordance with the specifications established by the OAAA.

STATION POSTERS
Refers to poster panels located on train, subway or commuter rail platforms; several sizes available.

STOCK POSTER
A standard design for a specific category of business which may be purchased and used by advertisers in that category merely by adding their trade name to the stock poster design.

Street Furniture
Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic. Street furniture displays include, but are not limited to: transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.

SUPER CITY PANELS
Backlit framed posters affixed to street side of phone booth kiosks, illuminated at night, with visibility to vehicles and pedestrians.

SUPER-KING BUS POSTERS
Posters affixed to the sides of public buses with largest transit format 30" high x 240" wide.

SUN SHELTERS
Advertising panels built as integral part of beach locale sun shelters

SURFACE ARTERIES
The major streets of a city or town, easily accessible; usually have restricted parking.