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D

Daily Impressions
Also called DEC (Daily Effective Circulation). The estimated number of persons passing an outdoor location on an average day.

DEC
Daily Effective Circulation. The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated Æ 6:00am to 6:00pm) or 18 hours (illuminated Æ 6:00am to 12:00 midnight).

Degradation
The standard method used to express the life of a display is the time it takes to reach 50% of its day one brightness.

Demographic
Profiles Audience breakdowns based on various characteristics such as age, sex, income and education.

Dial-up
A temporary, as opposed to dedicated, connection between machines established over a telephone line and using modems. Dial-up also refers to the type of communication the main controller has with a sign. Dial-up indicates that a dialing modem is required to communicate with the sign.

Dimming
Changing the brightness of a display, or the capability of increasing or decreasing the overall display intensity. The brightness level should be highest during the day to compete with daylight, and lower at night.

Diode
A specialized electronic component with two electrodes called the anode and the cathode; its fundamental property is its tendency to conduct current in only one direction. Most diodes are made with semiconductor materials such as silicon, germanium, or selenium. Some diodes are comprised of metal electrodes in a chamber evacuated or filled with a pure elemental gas at low pressure. Diodes can be used as lighting devices (LED's), as well as rectifiers, signal limiters, voltage regulators, switches, signal modulators, signal mixers, signal demodulators, and oscillators.

Digital Subscriber Line (DSL)
An internet connection that can be permanently connected and delivers higher data rates than a dial-up connection.

Display Period
The interval of exposure when an outdoor advertising campaign is viewed.

Dissolve
A mode of message transition on an LED display accomplished by varying the light intensity or pattern, where the first message gradually appears to dissipate and lose legibility simultaneously with the gradual appearance and legibility of the second message.

Distribution
The strategic placement of outdoor units across a market.

DMA
Designated Market Area. A rigidly defined geographical area used by A.C. Nielsen (market research) to identify TV stations that best reach an area and attract the most viewers. A DMA consists of all ZIP codes whose largest viewing share is given to stations of that same market area. Non-overlapping DMA's cover all of the continental United States, Hawaii and parts of Alaska.

DOT
Department of Transportation. Official agency of the federal, state or city governments which regulates and studies traffic flow, and issues statistics on same. DOT studies are the basis of most DEC's audited by the Traffic Audit Bureau.

 

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