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C

Calibration
Measuring and adjusting both the color and the intensity of individual pixels to ensure image consistency across the entire display.

Cancellation Period
A specified period of time when a contract can be terminated. Common to all media.

Candela(cd)
(Can dell' ah) a measurement of directional light/intensity from a point source.

Center-to-center spacing
Distance between the center point of one pixel and the center of an adjacent pixel on a video or message center display. Also know as pitch.

Character Height
Height of the largest letter that can be displayed on a message center; height of a seven-pixel high character according to center-to-center spacing (e.g., 3.0" center-to center spacing x 7 pixels = 21" character height).

Charting a Showing
The process of selecting individual unit locations to maximize outdoor advertising objectives.

Circulation
Traffic volume in a market.

Cluster
A grouping of LED's that act as a single pixel.

CMR
Competitive Media Reporting. Provider of advertising occurrence and expenditure data to advertising agencies, advertisers, broadcasters and publishers.

Code of Industry Principles
A set of voluntary principles, prescribed by the OAAA, that pledges a commitment by its members to operate in the public interest.

Color Accuracy
Conformity or exactness of color match, clarity and accuracy within the individual primary color groups of red, green and blue.

Color Shift
The angle of viewing off axis where the slightest change in pixel coloration occurs.

Color Tempurature
The degree of hotness or coolness of a color, measured in degrees Kelvin. If a video display is said to have a color temperature of 7,000° Kelvin, for example, the whites have the same shade as a piece of pure carbon heated to that temperature. Low color temperatures have a shift toward red, and high color temperatures have a shift toward blue. The standard white for NTSC in the United States is 6,500° Kelvin.

Computer Production
The process of rendering artwork digitally onto a single-sheet vinyl display surface.

Continuity
The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks.

Contrast Ratio
Ratio between the brightness or intensity measurement taken when the screen is displaying a blank video signal and a full, white video signal. This ratio determines the readability of the display so as to measure "depth" of an image or as a measure of how well the image can be seen in high ambient light.

Controller
Computer or computer-type device used to program and operate digital displays.

Co-Op
The sharing of advertising costs between a manufacturer and distributor or dealer. Common to all media.

Copy
Artwork displayed on an outdoor unit.

Copy Area
The viewing area on an outdoor unit.

Coverage
The boundaries of a market. The term also refers to the percentage of a county or counties exposed to an outdoor advertising campaign.

CPM
Cost per thousand. The term refers to the cost of reaching one thousand advertising exposure opportunities in a market. Common to all media.

CPP
Cost per gross rating point. The term refers to the cost of advertising exposure opportunities that equal one gross rating point in a market or one percent of the population. Common to all media.

Creative Brief
Detailed marketing objectives that pertain to the design of an outdoor campaign. Common to all media.

C-Store Display
Point-of-purchase displays that are positioned at the entrance of convenience stores and have the same format as transit shelter posters measuring 68-1/2" x 47-1/2" in overall size with a bleed copy area of 67"x46".

 

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