What is Showing?

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Showing is the level of delivery or number of panel or signs required to reach a set percentage of the population of the market. Typical showing levels are: /outdoor-billboard-advertising-ooh-industry-terms-and-definitions-glossary/100, /outdoor-billboard-advertising-ooh-industry-terms-and-definitions-glossary/75, /outdoor-billboard-advertising-ooh-industry-terms-and-definitions-glossary/50 and /outdoor-billboard-advertising-ooh-industry-terms-and-definitions-glossary/25 showings. This means that with a /outdoor-billboard-advertising-ooh-industry-terms-and-definitions-glossary/50 show, that 50% of the message will be presented to half the total viewers in the market. The number of outdoor advertising panels required in an actual showing varies by market depending on the total market population and the average DEC of the market’s inventory. This was the traditional way of selling out-of-home media and is now translated in to weekly levels of actual audience delivery in a standard media market.

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