OOH Advertising Glossary

Out-of-Home Advertising

Out-of-Home

Umbrella term for all advertising media that reaches consumers outside the home — billboards, digital signage, transit, public-space ads, etc.

Digital Out-of-Home

Digital Out-of-Home

Out-of-home advertising delivered via digital screens (LCD/LED). Creative can change dynamically based on time, day, weather, or audience signals.

Billboard

Large OOH advertising panel installed roadside, on highways, or on rooftops. Can be static (printed) or digital (LED).

Digital Signage

Digital display media installed in public spaces (malls, subways, bus stops). Content can be managed and broadcast remotely.

Transit Advertising

Advertising on or around public transit vehicles (buses, subways, taxis) and stations. High repeat exposure in daily commute paths.

Subway Advertising

Advertising in subway stations, train interiors, or platform screen doors. High reach during commute hours.

LED Display

Large digital display built from LED pixels. Among the highest-impact OOH formats in core commercial districts (Myeongdong, Gangnam, COEX).

Cost Per Mille

Cost Per Mille (per thousand impressions)

Cost per thousand impressions. Standard metric to compare OOH efficiency against digital and TV media. Formula: (total cost / total impressions) × 1,000.

Impressions

Total times an ad is displayed. In OOH, typically estimated as foot/vehicle traffic × awareness rate. Repeat exposures by the same person are counted separately.

Reach

Number of unique people who saw the ad at least once during the campaign. Reach % = unique reached / total target population × 100.

Frequency

Average number of times one person sees the ad during the campaign. OOH typically ranges from 4-8 exposures per week depending on format and commute path.

Gross Rating Point

Gross Rating Points

Reach % × Frequency. Total exposure intensity. GRP 100 = 100% of target population (e.g. 50% reach × 2 frequency).

Viewability

Share of impressions that occur in a viewable environment. Scored from distance, viewing angle, lighting, vehicle speed, and visual clutter.

Foot Traffic / Footfall

Number of people or vehicles passing a location per hour/day. Estimated from telco big-data, card-spend data, and pedestrian surveys.

Campaign Period

Start to end dates when the ad is actively running. Most OOH media use monthly minimums; digital formats can support 1-week short campaigns.

Creative Production

Producing print sheets (billboards), video (LED/DOOH), or static images sized for specific media specs. Each format has unique resolution and aspect-ratio requirements.

Installation

Attaching or broadcasting the finished creative on the media. Billboards require print + physical install; digital media only need a broadcast schedule entry.

Monitoring Report

Document proving the campaign ran as planned, including proof photos, broadcast logs, and estimated exposure metrics.

Media Verification

On-site inspection and measurement of media position, size, viewability, and traffic. THINKAD performs a 4-step verification for every listed media.

Programmatic DOOH

Automated buying/selling of DOOH inventory through DSP/SSP exchanges. Supports trigger-based dynamic delivery (time, weather, audience).

Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization

Technology that automatically changes ad creative based on conditions (time, weather, inventory, nearby stores). Used mainly in digital signage / DOOH.

Geofencing

Setting a virtual perimeter (geofence) around a location to deliver ads or activate media only when users enter that zone.

QR Code Tracking

Placing a QR code in the OOH creative and tracking scans, landings, and conversions. The simplest way to bridge offline exposure to online action.

Rate Card

Standard list of advertising rates per media. Used as a negotiation baseline; actual deals often include duration, volume, and seasonal discounts.

Media Mix

Combination of multiple media (billboard + digital signage + transit, etc.) tuned to campaign goals and budget. Improves reach × frequency vs single-media.

Minimum Period

Smallest contractible duration per medium. Billboards typically require 1+ month; digital signage often supports 1-2 week short campaigns.

Tax Invoice

Korean tax-compliant invoice showing supply value plus VAT. Standard payment for OOH is bank transfer after the tax invoice is issued (corporate card also accepted).

Media Plan

Pre-campaign plan that takes goals, budget, and duration as inputs and outputs media candidates, mix, projected exposure, and CPM. Automatable in the THINKAD planner.

Request for Quote (RFQ)

Request for Quote

Process where an advertiser submits campaign requirements and asks media owners or agencies for pricing/availability. THINKAD typically responds within 24 hours.