Efficiency: The relative cost of media compared to its circulation. Usually expressed as CPM (Cost per thousand).

Eight-sheet poster: The smallest standardized outdoor
media structure (5íx11í copy area) often placed for exposure to vehicular as well as pedestrian traffic. Commonly used to reach geographically localized markets or near the point of sale.

End panel: The display closest to the approaching vehicles when more than one structure is built together.

Exposure: The reasonable opportunity for an outdoor media structure to be seen.

Extended Service: Method of adjusting a loss of service by extending the period of time the message is exposed beyond the specified contract.

Extensions: Add-ons to the outdoor media structure extending beyond the standard display area to draw greater attention to the advertisement.

Extra service: Method of adjusting the loss of service by posting extra panels beyond the number specified in the contract. In the case of bulletins, a mutually agreed upon substitute location may be offered.