Adfotainment - Content designed to provide advertising, information and entertainment in an integrated fashion. This is often realized by means of digital signage and forms of Internet advertising.

Advertising - 1) any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor. 2) Any means of paid for communication which is directed via mass media to achieve agreed marketing objectives. The purpose of advertising is to inform potential customers about products and services and how to get them.

Advertising Campaign - Involves designing a series of advertisements and placing them in various advertising media to reach a particular target market. There are two types of ad campaigns: 1) Burst Campaign concentrates expenditure into promotional bursts of three or four weeks in length; 2) Drip Campaign allows for a continuous but more spread out presence.

Advertising Displays - Any location-based display that carries advertising, including remotely updateable signage, but advertising displays can also be End Caps, ATM Toppers, Posters, Billboards, Point-of-purchase displays (pop displays), Cardboard displays, etc.

Advertising Mix - 1) Press, 2) Broadcast ads, 3) Mailings, 4) Catalogs, 5) Motion pictures, 6) Brochures, 7) Posters, 8) Directories, 9) Outdoor ads and 10) Digital Signage

.
Advertising Objectives - 1) Promoting products, services, organizations and causes, 2) Increasing product usage, 3) Reinforcing and reminding, 4) Building customer loyalty, 5) Introducing new products, 6) Offsetting competitor's advertising, 7) Assisting sales personnel, 8) Alleviating sales fluctuations.

Animation - A sequence of frames that, when played in order at sufficient speed, presents a smoothly moving image like a film or video. An animation can be digitized video, computer-generated graphics, or a combination of the two.

Archive - A directory of related information, digital media, and other data. In the digital signage industry, content is often stored in 'archives' either on a central server or a local computer.
ASCII - (American Standard Code for Information Interchange) The universal standard for representing text letters, numerals, punctuation marks and control instructions in computer storage and communication.

Authoring - The process of constructing or writing of an electronic document or system, such as a video, website, etc. Within the digital signage concept, this process would involve creation of the content to be displayed.
Authoring Tools - Authoring tools usually refers to computer software that helps multimedia developers create products. Authoring tools are different from computer programming languages in that they are supposed to reduce the amount of programming expertise required in order to be productive. Some authoring tools use visual symbols and icons in flowcharts to make programming easier. Others use a slide show environment.

AVI - Audio Video Interleave is an early Microsoft video file format.

A/V Distribution System - The technology used to carry the video and audio signal from the digital signage player to the display device.

Back Channel – A communication pathway from the media player back to the control station. The return path provides full status-monitoring of the network, including verification of media after it has played to give clients electronic affidavits as proof of performance that media ran as scheduled.

Bandwidth - The amount of data that is able to be sent over a network, measured in Kilobytes and Megabytes per second (Kbps and Mbps). Modern low bandwidth communications include dial-up modems and ISDN, ranging from 56Kbps to 128Kbps, but actual downloading times are closer to 1/10th of this speed. High-speed cable modems, DSL, T-1, T-3 and Satellite are much faster, by factors of as little as 10 or even higher than 100.

Brand - The identity of a product or service, developed over a period of time by using recurring graphics, themes and logo. Branding provides for almost instant product recognition based on a visual or audio byte. Having a brand can also demonstrate that your company is a major player in your industry.

Broadcast - A type of connection in which the Network Manager sends information to many Players all at once, rather than making a separate connection to each Player one at a time. Data that is broadcast reaches each Player, but only those Players to which it is intended will actually play it.

Captive Audience – An audience that is stationary and remains in view of a screen for a period of time. Examples include transport (taxis, buses, trains etc.), in-flight advertising on seat-back entertainment systems, overhead storage bins and tray tables. This classification also includes a lot of ‘leisure’ installations; typically restaurants, hair salons, pubs, clubs, bars, casinos, etc.

Captive Audience Networks - A captive audience network is a digital advertising media network installed where a target audience is assured to remain in place for a period of time. Typical captive audience networks are installed in restaurants, supermarket queues, gas station pumps, banks, and wherever people gather and wait.

Cellular-Based Digital Signage Networks - A digital signage network that uses a digital, wireless cellular connection, requiring no cables, routers or IT support.

Content - Content represents the full motion video, graphics, audio, promotions, messaging and information you wish to deliver. It may include pre-recorded information, live feeds, or pricing and merchandising information delivered from the POS system. The content deployed needs to be relevant and engaging for the captive audience you are trying to reach.

Content Database - also referred to as a Data Bank. This is normally a central database containing all of the digital media available for a digital signage network. It is arranged for ease and speed of search and retrieval.

Content Folder - A folder on the Player machine in which all content files sent to the Player are stored. See also Installed Content Folder.

Content Loop – (1) In a script, a sequence of events that repeats; (2) A setting determining the number of times a sound or animation should repeat when it runs. The content is arranged in a specific sequence and scheduled on each player.

Content Management Software - Specialized software used to schedule the delivery and playback of the content at multiple devices, as well as to monitor performance, and track and report on the execution of the scheduled events. More advanced content management software also includes authoring features and most include screen formatting and production capability for tickers and other information feeds.

Content Strategy - Determining how much content to publish should be based on the captive audience you are trying to reach, type of content (on demand or live streaming), amount of views and dwell time the screens are going to get, and location of the screens. Deciding how much content and how much time to allow for the playlist cycle is a careful balance that needs to be driven by dwell time and footfall. Users also need to consider the time allowance it takes for content to be distributed to multiple locations on a network. Customer satisfaction with the content mix should later be evaluated since it can positively impact the future evolution and improvement of the content strategy.

Cost Per Thousand (CPM) – The cost of reaching one thousand potential viewers of an out-of-home media type. The formula for calculation: the monthly cost divided by the circulation in thousands. The CPM level increases with the quality of the audience and scarcity of display opportunity. Display buys will often be bundled to include a range of more and less attractive display spots. This common practice in TV ad sales increases the overall display contract and 'averages down' the CPM rate.

Creative Department - These are essentially the ideas people and in basic terms deal with words and pictures, that is to say the copy and the art direction.

Daily Effective Circulation (DEC) – The average number of persons potentially exposed to an advertising display for either 12 hours (non-illuminated- 6am-6pm) or 18 hours (illuminated- 6am-12 midnight).

Dashboard - Software that allows users to remotely monitor, manage, and proactively maintain an entire digital signage network and computing infrastructure. Information is via a configurable dashboard, enabling at-a-glance visibility of network status. The software also allows diagnosis and repair of many hardware and software problems through a secure Web-based interface, reducing the need to deploy technicians for on-site repairs.

Datacasting - Another term for ‘broadcasting’ or ‘narrowcasting’. Refers to the delivery of any type of media over a network; broadcast of digital information over networks to receivers and players. Datacasting is sometimes used as an alternative to traditional video broadcasting, because the receivers and player units can have the ‘intelligence’ to customize their playback programming for the location and intended audience.

Datacasting Networks - System of receivers, which are a venue for advertisers, set up to receive messages from a particular datacast.

Dayparting - Splitting a one-day period into smaller time segments, typically to aid in scheduling content. Digital Menu boards, for example, have the ability to automatically reconfigure the menu to showcase items appropriate to the time of day, such as breakfast to lunch to dinner.

Demographics – Selected population characteristics as used in government, marketing or opinion research, or the demographic profiles used in such research. Commonly-used demographics include race, age, income, disabilities, mobility, educational attainment, home ownership, employment status, and even location.

Design Menu - A menu providing access to all the text or graphics utilities that can be used when composing a page. Design menus include: Text to create and manipulate text elements; Clips to import and manipulate clip-art images; Palette to customize the colors in backgrounds, clips, and text; Background to modify or replace an existing page background; Buttons to create and modify buttons for interactive presentations; Styles to define special settings for text and graphic elements; for example, the length and direction of a shadow, the thickness of an underline, etc.; List to examine the relationship in sequence and in time among the elements of the page; for example, when text appears, or a graphic wipes in or out.

Digital In-Store Merchandising - Refers the use of digital audio/visual equipment in a retail environment to captivate shoppers at the point of sale. This form of marketing can stimulate the purchase decision and drive sales.

Digital Media Network - Refers to anything from multiple websites, to multiple television stations being centrally owned and operated. With the reduction in cost of custom controllable player devices, a new breed of digital media network is emerging, known under many different terms. The industry appears to be settling on the term Digital Signage to describe these new digital media networks, where custom images are digitally delivered to sign-like devices located throughout retail or corporate environments.

Digital Menu System – also referred to as electronic menu board, digital menu board and dynamic digital signage (DDS). A digital menu is a type of digital signage. The digital menu system includes the digital menu boards, the operation and deployment of dynamic digital networks, the manufacture of related hardware and peripherals, the manufacture and licensing of proprietary software, and the resale of third-party software. The displays are designed to show product information to consumers with the hope of encouraging sales that would not normally occur according to consumer's traditional shopping patterns.

D igital Signage – also referred to as: Narrowcasting, Narrowcast Networks, Dynamic Digital Signage (DDS), Digital Menus, Electronic Digital Signage (EDS), Electronic Merchandising Solutions (EMS), Screen Media, Place Based Media, Digital Merchandising, Digital Media Networks, Captive Audience Networks (CAN), Out-of-home advertising, and Slivercasting. These are electronic displays are installed in public spaces and typically used to entertain, inform or advertise (together known as "adfotainment"). Major benefits of digital signs over traditional static signs are that the content can be exchanged without effort, animations can be shown, and the signs can adapt to the context and audience, and even be interactive.

Digital Signage Advertising – Content and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signage offers superior return on investment compared to traditional printed signs. The concept of delivering multimedia content to customers of fast-food restaurants and food courts emerged in early 1990s and became increasingly popular in recent years.

Digital Signage Industry – An industry whereby plasma display panels (PDPs), liquid crystal displays (LCDs), computer monitors and normal televisions are used to replace and enhance traditional signs. The advantages of digital signage include the rapid ability to update content, and the ability to deliver specific messages to specific audiences in specific locations. Digital signage is helping to merge the industries of advertising networks and point of purchase display merchandising.

Digital Signage Management Software - Specialized software used to content at multiple devices, as well as to monitor performance and track and report on the execution of the scheduled events. More advanced content management software packages also include authoring features, and most include screen formatting and production capability for screen crawlers and other information feeds.

Digital Signage Network - A digital signage network is a series of interconnected flat panel screens or televisions that are presented similar to traditional signs, but can be controlled from a remote location to deliver dynamically changing content.

Digital Signage Operator - Service provider that creates, distributes and manages advertising content specific for a Digital Signage Network. A typical customer would contract installation and service from a Digital Signage Operator for managing a campaign to display in a closed or distributed Digital Signage Network.

Display Devices - The actual hardware displays on which content is shown. These include plasma and LCD displays, projection onto a screen or holographic device, interactive kiosks or CRT devices and any number of emerging display technologies (OLED, electronic ink, PLED, etc.)

Distribution Network - Provides the delivery and feedback infrastructure to pass information to and from the display locations. The network can take multiple forms including satellite, Internet, LAN, WAN and wireless.


DSL - A Digital Subscriber Line is a fast continuously available internet connection that uses a phone line and DSL modem. A DSL connection to the internet does not interfere with voice transmission.

Dwell Time - The amount of time that a viewer stands around a sign at a particular location. As part of the content strategy, an average dwell time is calculated for the entire network.

Dynamic Digital Signage - A term used to describe the emerging industry where flat panel devices such as plasma screens and liquid crystal displays are used as moving posters, digital menu boards, electronic bulletin boards, etc.

Electronic Billboards - Billboards that can be updated electronically. Usually a large projection spectacular or LED sign.

Electronic Digital Systems – see Digital Signage

Electronic Signage – see Digital Signage

Event Alert - In many digital signage management applications, event alerts can be set. These are designed to automatically contact network administrators when there is a technical problem.

Flash - An interactive media format designed by Macromedia, Inc. Flash movies can contain any combination of vector animations, still images, full motion video clips, and interactive segments.

Flat Panel Signage - Refers to using flat panel electronic display devices, such as plasma display panels (PDPs) or liquid crystal displays (LCDs) in place of traditional signs. Advantages include the ability to update messaging rapidly and to deliver scheduled messaging to targeted audiences.

Footfall – Store traffic.

Geo-Demographic Mapping – Method of providing audience specifics as they relate to out-of-home media locations, both geographically and demographically. Enables companies to specify those locations which most effectively reach target audiences by age, sex, income, brand preference and purchase behavior profiles.

Group - Select display devices that display the same content. A media player must belong to a group and a media player can only belong to one group. That is, a single media player can only play one file at a time, which is displayed to a group and thus, that entire group would receive the same media stream.

High Impact Sites - A term that covers ‘general outdoor’ and other high-impact, large screens inside buildings, air and railway terminals, mobile solutions, etc.

Information Technology (IT) - IT is used to apply to everything having to do with computers, networking, and information systems. The "IT field" means the jobs and industry that surrounds configuring, installing, and keeping computers running. The term MIS (Management and Information Systems) is also frequently used. Most medium to large size companies have an IT or MIS department.

JPEG - (Joint Photographic Experts Group) The most commonly used image file format for displaying photographic images.

LCD - (Liquid Crystal Display); these are thin displays used for TV, computer monitors, wristwatches, digital thermometers, microwaves, digital signage, and countless other technologies. LCDs are possibly the most common and diverse electronic flat screen technology in use today. LCDs contain two thin transparent surfaces (usually glass), with grooves full of a liquid crystal substance. Thin film transistors (TFTs) on the surface material apply an electric current to the liquid crystals. This current will polarize the crystals, making them twist. This twisting blocks light. When turned off, the liquid crystals go into random alignment and let light pass through.

Local Storage Capacity - The amount of space that a device at the location of the screen has available to hold digital content.

Location-Based Advertising – Refers to the placement of advertising near an actionable location. In other words, strategically placing messaging close to where buyer behavior can be most immediately influenced and converted into a sale. This most often applies in retail settings, such as shopping malls and supermarkets.

Login - An account that requires a login and password to gain access to a system or software solution.

Management and Information Systems (MIS) – see IT (Information Technology)

Market – The defined area wherein an outof-home company operates; can also refer to coverage (percentage of population potentially exposed to the advertising). Out-of-home media can also be sold in sub-markets (portions of larger metro areas).

Media Mix – The combination of all media types used together to meet the objectives of a media plan. Out-of-home media tends to enhance the overall effectiveness of various media mixes, particularly by cost-effectively increasing reach and frequency.

Media Players – Generic term used for a category of consumer product, typically a PC or special purpose media PC, which combines a hard drive enclosure with hardware and software for playing audio, video and photos through a home entertainment system. It can be used either as a conventional external hard drive, or to store and deliver content to the display devices on the defined timetable.

MenuSharing – The concept of dedicating content or space on a digital menu board to drive sales, inform or entertain viewers, or run advertising to generate revenue for the system operator. The shared content or space can be in the form of products, services, paid advertising, or any type of informational messages.

MPEG - (Motion Picture Experts Group); a standard used for the compression of digital video and audio sequences.

MPEG-2 - A variant of the MPEG video and audio compression algorithm and file format, optimized for broadcast quality video. MPEG-2 was designed to transmit images using progressive coding at 4 Mbps or higher for use in broadcast digital TV and DVD.

MPEG-4 - MPEG-4 extends the earlier MPEG-1 and MPEG-2 algorithms with synthesis of speech and video, fractal compression, computer visualization and artificial intelligence-based image processing techniques.

Multi-Channel Player – Refers to a player capable of streaming more than one channel of unique content at a time.

Multi-layering - Technology which allows the digital screen to be divided into multiple zones displaying various content, including HD video, advertisement banners, and news information, on the same screen simultaneously.

Multimedia - The combination of various presentation media such as text, sound, graphics, animation, and video.

Narrowcasting - Narrowcasting in public places is a growing trend in advertising. The concept means delivering highly targeted and customized messages to audiences in public locations at scheduled times. Usually, this is accomplished with a networked multimedia system allowing rapid production, customization, distribution, and playback to multiple locations on display devices such as plasma and LCD panels (indoors or outdoors). Advantages over traditional media include lower production costs, greater flexibility, and more attention-grabbing visuals.

Narrowcasting Networks - Narrowcasting networks are a new type of digital media designed to reach targeted portions of the public. They employ selective broadcasts of media-rich content to a variety of types of "receivers". These receivers are typically some form of television, computer monitor, or flat screen display such as plasma display panels (PDPs) or liquid crystal displays (LCDs) with a multimedia player attached. They emulate the appearance of signs, billboards, and kiosks, located in prime locations for exposure to your desired demographics. These players can then be selectively updated with scheduled, rapidly produced, and rapidly adapted programming. Narrowcasting networks may display targeted messaging to bus terminals, retail outlets, sports arenas, theaters, outdoor billboards, office buildings, and other public venues. More narrowcast networks are springing up around the world as the cost of deployment decreases, and the ease of maintenance increases.

Network Administrator – This is the IT professional who manages a local area communications network (LAN) within an organization. Often the individual responsible for a company's digital signage network, and would be the first to know if there are problems. Responsibilities include network security, installing new applications, distributing software upgrades, monitoring daily activity, enforcing licensing agreements, developing a storage management program and providing for routine backups.

Network Operations Center (NOC) - The physical and logical hub of a telecommunication network. It provides fully managed network services and is the gateway to the Internet and public telecommunication network for communications with all off-network destinations. The NOC is continuously staffed with highly skilled engineers and technicians who are intimately familiar with the equipment and services provided.

On Demand - Content that is archived or stored on devices so users can have open access instead of waiting for content to be broadcast.

Out-of-Home (OOH) Advertising - Essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. via tradeshow, newsstand, hotel lobby room), but are usually viewed in the home or office. Out-of-home advertising products are divided among three primary categories: Billboards, bus benches, wallscapes, fleet media, skywriting, flying banners, movie theaters, and digital signage networks. OOH encompasses outdoor advertising but extends to the indoors as well (such as ads in malls). Digital signs are the latest devices in the evolution of out of home advertising.

Out-of-Home Media Networks - Similar to private television channels run by companies, organizations, and advertisers without having to have a complete television studio. For example, a growing number of companies are finding it viable to install small pilot programs where they push rapidly produced content, such as news, weather, and stock quotes, mixing in advertising. As the pilots prove successful in driving consumer behavior, the network can be expanded from dozens of screens, to hundreds or thousands, located throughout a country or region. These OOH media networks are sometimes referred to as location-based media, or location-based advertising, because they appeal to the target audience at or close to the point of purchase, such as shopping malls and retail/franchise operations.

Outernet - A term used to describe out-of-home electronic display networks.

Permissions - Attributes that are associated with a folder to restrict the types of access users have to it.

Plasma Display Panels - Components in the current generation of flat panel televisions, computer monitors, and digital signage. They consist of a material called "plasma", which is an electrically charged noble gas (usually argon, xenon, or neon) sandwiched in millions of compartments between two panes of transistor-covered glass. An electrical charge is applied to the gas to make it glow red, green, or blue. This is similar both to how neon signs work (the application of an electrical charge to a noble gas), and how cathode ray tube (CRT) works, in illuminating cells red, green or blue to create an image.

Plasma Video Wall - (seamless video walls, frameless video walls, video grids, and plasma walls; see also Video Wall) A series of plasma screen monitors arranged together to form one large screen. It might be easier to think of it as putting several TVs together to form one giant TV. The plasma monitors used to create a video wall have very small borders or edges (referred to as ‘frameless’). This allows each individual monitor that makes up a video wall to get very close to the other monitors and creates a more seamless picture. Typically when looking at a video wall you can notice where the individual plasma screens come together, although the overall impact on the video or picture being displayed is minor.

Player - see Media Player.

Playlist – (or Playlist Cycle) A list of clips and their play order by time or other heuristics.

Playlog - A record of information created from the digital signage system reflecting the content that was played, the system performance and other data.

Point-of-Purchase (POP) – Usually refers to the industry concerned with customer behavior at the location of the purchase decision. POP is considered one of the most important aspects of advertising and merchandising. It is believed that the most critical time to influence buyer behavior is when the buyer has money in hand. Digital sign based point of sale applications are having a huge impact on retail sales and retailers from around the world are reporting increases whenever digital signage is being used.

Point-of-Sale (POS) – or Point of Service (PoS); Refers to a retail shop, a checkout counter, or the location where a transaction occurs. More specifically, the point of sale often refers to the hardware and software used for checkouts – the equivalent of an electronic cash register. Point of sale systems are used in supermarkets, restaurants, hotels, stadiums, casinos, and almost any type of retail establishment. Today, we have the technology to fully integrate digital signage into POS systems.

Production Department - This is the department which is actually responsible for making the advertisement. Often there is an element of subcontracting here as studios, camera crew and actors may be required.

Proof of Performance – Certification that advertising service has been delivered per contract. A completion report validation provides detailed information about the execution of an outdoor advertising campaign. Many digital signage companies are developing web-based proof of performance allowing buyers and sellers of outdoor media the ability to communicate vital information in a seamless and expedient manner.

Psychographics – Used in market segmentation and advertising, this is the study of personality, values, attitudes, interests, and lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioral variables (such as usage rate or loyalty).

Push Software - Software that pushes news and information from a broadcast server to a player client. Push technology can be used to deliver vital information to screens without the player asking.

QR Code – A matrix code (or two-dimensional bar code). 'QR' is derived from 'Quick Response'. QR Codes storing addresses and URLs may appear in all types of advertising, including digital, magazines, signage, buses, business cards or just about any object that a user might need information about. Camera phones equipped with the correct reader software can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed URL.

Real Time - Live actions over a digital connection. For example, real time can refer to a live broadcast or an active exchange between a host and user.

Reach – The approximate percentage of the target audience’s population, which will be potentially exposed to the advertising message at least once during the Showing.

Restaurant Media – An emerging form of retail media advertising used in cafeterias, fast-food and quick-casual restaurants, diners, and family restaurants, and that reaches consumers while they dine. For decades most fast-food restaurant chains employed various in-store advertising media such as billboards, posters and paper tray covers and these media are rapidly being replaced by digital signage.

Retail Sites - High traffic retail venues such as restaurants, taverns, shopping malls, factory outlets, grocery stores, and high street or foot traffic venues. Usually does not include certain in-store locations that are better described as Captive.

Return on Investment (ROI) - The discounted present value of the sum of all future net, after-tax profits, divided by the sum of investment outlays required to generate the income stream. But what the new ROI really means for the Digital Signage industry is a newer measurement that companies contemplating deployment are using to determine how much to invest in their Digital Signage effort for what effect it will have on future revenue.

Return on Objectives (ROO) - Marketers have very defined objectives when they work with their brand for creating communication plans and strategies. Those ‘objectives’ are what they ultimately measure against when a campaign is over. ROO is more tangible than ROI (Return on Investment). When marketers have discussions with CEOs, CMOs, and other marketing executives, a ROO analysis is simpler than a discussion about Return on Investments.

Router - A network device that handles the connection between two or more networks. Routers determine the appropriate destinations for data packets that are sent.

Sales Lift - Revenue increase; usually expressed as a percent (%) increase over normal.

Scaling – A desirable property of a system, network or process, which indicates its ability to either handle growing amounts of work, or to be readily enlarged. It can refer to the capability of a system to increase total throughput under an increased load when resources (typically hardware) are added.

Self-running Script - Also referred to as a Continuous Script; a script designed to run continuously; for example, to demonstrate a product or service, or provide information without interruption.

Self-Service Ordering – Digital menu component employing touchscreen displays allowing consumers to place their own orders, pay for them, and control the flow of food. Technology can be applied to tabletop, kiosk and drive-thru concepts.

Servers - These are the computers where dynamic content is stored, managed and distributed to players via a network. With standalone digital signage systems, the LCD display monitor is integrated with a digital media player and memory card reader in a single chassis, giving a simple yet powerful multimedia platform. If desired, pushbuttons can be used to play different media files.

Short Message Service (SMS) – Communications protocol allowing the interchange of short text messages between mobile telephone devices. SMS text messaging is the most widely used data application on the planet, with 74% of all mobile phone subscribers sending and receiving text messages on their phones. In mobile phone marketing campaigns, digital signage integrates SMS technology to deliver SMS coupons, reminders, and product specials directly to consumers. This creates an extremely effective means of communication, as virtually all of the subscribers will be reached, with an astounding 94% of messages read, providing advertisers with a significant return on investment.

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

Slivercasting - (Extreme Narrowcasting); Sending an advertising message to an extremely small highly-targeted sliver of the population. For instance, a slivercast may involve sending an advertisement to a department store branch located in South Florida between the hours of 4.00pm and 6.00pm to draw attention to a product made specifically for school age buyers in that region.

Streaming Media - Media that can be viewed even when the complete file has not been transferred to the client machine. Not all media formats can be streamed. This type of technology is clearly beneficial in digital signage solutions.

Tableside Digital Media - A component of Digital Menu Systems. These are touchscreen displays on individual tables which allow patrons to control the flow of food at their desired pace, from self-service ordering to verifying the order with the kitchen, using the digital media network for entertainment purposes during wait times. Very effective in restaurants that place the lowest emphasis on quality of customer service, and the highest level of emphasis on speed of transaction.

TCP/IP - A networking protocol designed for flexible, high-speed communications, used for LANs and the Internet.

Ticker - Sometimes referred to as a 'crawler', a ticker is a small screen space on television networks dedicated to presenting headlines or minor pieces of news. It may also refer to a long, thin scoreboard-style display seen around the front of some offices or public buildings. In the digital signage industry, the ticker can be managed remotely and can be used for live daily feed consisting of news, weather and current events. The ticker may also be used for special advertising messages, allowing an advertiser to geographically zone advertising as desired.

Touchpoints – These are the locations outside the home where advertisers have the opportunity to intercept people with their brand message during their weekly routines as they work, play and socialize. Digital signage can be very effective at reaching consumers at their various touchpoints.

Touchscreen Display – A display which can detect the presence and location of a touch within the display area. The term generally refers to touch or contact to the display of the device by a finger or hand.

Traffic Count – The recording of the vehicles and pedestrians passing a given point; used by third-party independent organizations supported by the industry to authenticate the potential exposure of out-of-home media displays or structures.

Video Wall – (see also Plasma Video Wall) Originally developed for the military as a method for space command to track orbiting debris and shuttle missions, it quickly made its way into the public mainstream markets. There are two basic configurations of video walls. A video wall display can be as few as two monitors next to each other or as many as the facility can accommodate. The monitors can be any form of current display technology, from CRT (Cathode Ray Tubes), to LED displays, to plasma displays, with each individual monitor being controlled by a separate computer. A video wall can also be a series of frameless plasma screen monitors that are arranged together to form one large screen.

Virtual Private Network (VPN) - Utilized in the deployment of Digital Signage to provide secure, reliable connectivity as a private network. Using a VPN, the Digital signage network can operate outside of the internet or other organizational connectivity infrastructure to assure cost-effective, secure and reliable network operations at required levels.

Wait Warping – The idea that giving shoppers something to do and/or think about while they wait in a queue will give the illusion that things are moving faster than they really are. This concept, which is well-known to advocates of digital signage, originated from studies conducted to measure how long it took for a cashier to scan items compared to how long it took for a customer to scan items in the self-checkout.

Wireless Fidelity (Wi-Fi) – also known as ‘wireless Internet’; A local area network (LAN) that communicates via radio waves on the 802.11 standard instead of wires. Wi-Fi uses ethernet protocol, and is often used in digital signage displays that are tough to wire because of location.