§ Glossary

The OOH glossary

Name: Hyde Media
Address: Marktgasse 8, Basel, Basel-Stadt, 4051, CH
Telephone: +41 77 233 81 21
Price range: $$

The terms you meet when you buy outdoor advertising, explained briefly and without jargon.

Outdoor advertisingOOH, out-of-home: Outdoor advertising is advertising that reaches people outside the home: on scaffolding, facades, blank end walls, poster sites and transport. Also called out-of-home (OOH), it cannot be skipped or blocked, and large formats are seen by many people quickly. See our services.
Scaffolding advertisingscaffolding banner, scaffold wrap: Scaffolding advertising is a large-format banner on the scaffolding around a building under renovation. The space only exists while the scaffolding stands, so the period follows the building works. Hyde Media handles print, installation, removal and the permit application. See scaffolding advertising.
Facade advertising: Facade advertising is a banner on a building’s facade, the side facing the street. It is not tied to building works, suits longer runs and is seen up close by pedestrians. See facade advertising.
Gable advertisingblank wall advertising: Gable advertising is a banner on a building’s blank end wall, the side without windows. It is often seen from a distance and from traffic, so the message must be short and big. See facade advertising.
Advertising banner: An advertising banner is a printed sheet of material fixed to scaffolding, a facade or a blank wall. For scaffolding and facade advertising the banner is printed in large format and taken down again after the campaign.
Building wrap: A building wrap is a campaign where the banner covers all or nearly all of a building. It is used when a brand wants to own a whole street for a period.
Large format: Large format means outdoor advertising from about 20 m² upwards, such as banners on scaffolding and facades. Hyde Media’s scaffolding sites in Basel measure 125 m² and 175 m². Classic posters, by comparison, measure only a few square metres.
Megaposteradvertising tarp, giant poster: A megaposter is a very large advertising banner on scaffolding or a facade, usually printed on a tarp or mesh. It is many times the size of a classic poster site and stands alone rather than in a row of posters. See megaposters in Basel.
Swiss poster formatsF4, world format, F12, F24, F200: Posters in Switzerland are booked in standard formats: F4 or world format (89.5 × 128 cm), F12 (268.5 × 128 cm), F24 (268.5 × 256 cm) and F200 (116.5 × 170 cm, often backlit). A megaposter on scaffolding is many times larger.
Mesh banner: A mesh banner is made of material with small holes that let the wind through. It is often used on scaffolding, where solid material would catch too much wind.
Impressioncontact: An impression is one opportunity for one person to see the ad. The figure is gross: the same person passing five times counts as five impressions.
OTSopportunity to see: OTS is the number of opportunities to see an ad in a period. It is often used to mean the same as impressions.
Daily contactstraffic figures: Daily contacts are how many people pass a site each day, on foot, by bike, car or tram. On Riehenring in Basel the figure is 39'851 a day. It is the basis for comparing sites. Try the campaign calculator.
Reach: Reach is how many different people see a campaign at least once. It counts each person once, unlike impressions.
Frequency: Frequency is how many times the same person sees a campaign on average. High frequency builds recognition, especially on routes people take every day.
CPMcost per thousand, TKP: CPM is the price of 1,000 impressions. It is used to compare media with different prices and reach.
Flightcampaign period, calendar week (CW): A flight is the period an ad is up. At Hyde Media the minimum booking is 4 weeks, and periods are often given in calendar weeks, for example CW 44–47. See locations.
Print-ready artwork: Print-ready artwork is the finished design in the resolution and format the printer needs. We agree the format and delivery date with you when you book.
Advertising permit: An advertising permit is the city’s or canton’s approval of advertising in public space, for example on scaffolding. What applies depends on the municipality, and permits can come with conditions: at Riehenring 141 in Basel, alcohol, political and pornographic advertising is excluded. Hyde Media clarifies the permit and submits the application for you. See FAQ.
Arterial road: An arterial road is a major road into the city with a lot of moving traffic. Sites here reach many people, but briefly, so the message must be readable in seconds.
Eye levelstreet level: Eye-level advertising sits in pedestrians’ line of sight, such as a ground-floor facade banner. It is seen up close and for longer than large formats high up.