The supports
What you rent.
- 4x3
- The reference format of roadside advertising: 4 m × 3 m, or 12 m². It is the unit everyone compares against.
- Face
- One display surface. A single structure may carry two, back to back, or three if it rotates. You rent a face, not a structure.
- Trivision
- A panel whose image is cut into rotating slats: three posters follow one another on the same face.
- Bus shelter
- The shelter at a bus stop, one or two panels of which are rented. It is looked at closely, and for a long time.
- Free-standing unit
- Street furniture on a post, usually 2 m², often double-sided, planted on a pavement.
- Backlight
- A panel lit from within. It stays readable at night, which lengthens its useful exposure.
- LED screen
- A digital screen. The poster becomes a loop shared with other advertisers.
- Mobile advertising
- Advertising carried by a moving vehicle: truck side, fleet wrap.
The trade
What shapes the market.
- Sales house
- The company that sells inventory: its own, or someone else's when an owner entrusts it to them.
- Site owner
- Whoever owns the structure. They may sell directly, or delegate to a sales house without giving up ownership.
- Mandate (delegation)
- The act by which an owner entrusts the sale of a space to a sales house. It says who sells, never who owns.
- Pricing period
- The rental unit. PAYBOARD knows six: day, week, month, quarter, half-year, year.
- Negotiated discount
- A reduction asked for and granted, turn by turn. The ceiling is 50%: beyond that it is no longer a commercial discount.
Display
Running the campaign.
- Creative (artwork)
- The poster itself. It goes through approval before display, and every version is kept with its reason for refusal.
- Proof of display
- The timestamped photograph attesting that a poster went up, stayed up, then came down.
- Unavailability
- A slot the operator closes themselves: works, maintenance, a sale agreed elsewhere. It occupies the space without being an order.
- Occupancy rate
- The share of an estate genuinely rented over a period, once closed slots are removed.
Audience measurement
Three words you will look for here, and that we do not calculate.
They belong to the everyday vocabulary of media buying. We define them because you will meet them elsewhere — not because the platform produces them.
- GRP
- The number of advertising contacts relative to a target population. The historical unit of comparison between media.
- Impressions (contacts)
- The number of times a poster has been seen.
- OTS
- Opportunity to see: the number of passages in front of a panel, regardless of whether anyone actually looked.
Not measured by PAYBOARD
Not measured by PAYBOARD
Not measured by PAYBOARD
Measuring out-of-home audience requires an outside source — traffic counts, panels, mobility data. PAYBOARD integrates none to date, and therefore displays none of these figures.