Glossary
Glossary: key terms in truck advertising and out-of-home
From articulated truck to two-shift operation: the key terms around truck advertising, out-of-home advertising and digital screens – explained briefly and clearly.
- Articulated truck(articulated lorry, semi-trailer truck)
- A tractor unit with a semi-trailer. The vehicles in the FrameAds network are 40 t articulated trucks with 13.60 m trailers.
- Campaign duration
- The period during which an ad travels or is played out. Truck campaigns at FrameAds run for 6 to 24 months, screen campaigns by arrangement.
- City screen
- A large-format LED screen on main roads or in town centres. Coming soon at FrameAds; you can already register your interest.
- CPM(cost per thousand, TKP)
- The cost of 1,000 advertising contacts: cost ÷ contacts × 1,000. At FrameAds (format L7) around €0.80 – compared with around €26.67 for a TV spot.
- Digital signage
- Digital screens used for information or advertising, for example in shop windows or on the sales floor. See advertising in pharmacies and shops.
- DOOH(digital out-of-home)
- Digital out-of-home advertising on screens, for example large-format LED screens in cities or displays in shops. Content is played out digitally – without printing.
- Driving area
- The region in which a truck mainly travels. At FrameAds you choose between the Germany focus and the Europe network.
- Fleet graphics(vehicle wrapping)
- Lettering or wrapping of a company’s own vehicles. With truck advertising via FrameAds, by contrast, you rent ad space on vehicles of partner hauliers – no fleet of your own needed.
- Full branding
- Complete design of a trailer: both sides plus the rear. At FrameAds this is format L80 with around 80 m² of ad space.
- Gross contacts
- The total of all advertising contacts, even if the same person is counted several times: anyone who passes a truck twice counts twice. Reach figures for truck advertising are usually gross contacts.
- Impression
- A single advertising contact. In truck advertising usually the same as a view.
- Mobile out-of-home
- Out-of-home advertising on moving vehicles – for example trucks, buses, trains or taxis. The counterpart to static billboards.
- Mockup
- A visualisation of your design on the vehicle before production. Free of charge at FrameAds.
- One-off costs
- Costs incurred only once per campaign – for truck advertising, printing the wrap plus installation and removal. The longer the campaign, the lower their share per month.
- Out-of-home(OOH)
- Advertising outside people’s homes, such as billboards, transit advertising or digital screens in public spaces.
- Point of sale(POS)
- The place where people buy – for example the sales floor or shop window of a pharmacy or store.
- Reach
- How many people or contacts an ad reaches. A FrameAds truck generates around 50,000 views a day on average.
- Rear advertising
- Advertising on the rear surface of the trailer, visible to following vehicles. At FrameAds this is format L7 with 2.45 × 2.70 m. Comparison: ad formats.
- Side advertising
- Advertising on the long sides of the trailer. At FrameAds this is format L72 with twice 13.60 × 2.70 m (73.4 m²).
- Trailer(semi-trailer)
- The towed part of an articulated truck without its own front axle. At FrameAds, the 13.60 m trailers carry the ad spaces – on the sides and at the rear.
- Transit advertising
- Advertising on and in means of transport – buses, trains, taxis and trucks.
- Truck advertising(truckside advertising, trailer advertising)
- Mobile out-of-home advertising on the trailers of lorries: the design is applied as a vinyl wrap and travels hundreds of kilometres on motorways every day. Everything about costs and reach: truck advertising guide.
- Two-shift operation
- A truck runs 14 to 16 hours a day with changing drivers. Many FrameAds vehicles operate this way; the additional contacts are not included in the reach figures.
- View(visual contact)
- A person who can see the ad – in truck advertising, the occupants of vehicles that overtake the truck, come the other way or drive behind it. FrameAds assumes 1.5 people per car and deducts 25% for people without visual contact.
- Vinyl wrap
- Printed adhesive film used to apply the ad to the trailer. It is removed again at the end of the campaign.
- Volume discount
- A price reduction for several vehicles. FrameAds also offers discounts for longer durations.