Face: The surface of an outdoor media structure that displays the advertising message. One structure may have more than one face.

Facing (direction): The direction an advertising display faces. A south-facing display is exposed to a northbound traffic.

Faded: Loss of color brilliance due to the weather and light exposure, or technical problems in the production process.

Fiber optic display: An innovative use of electronic light transmitting fibers to create changeable copy displays.

Final art: Artwork or digital files ready for reproduction.

Flagging: A tear in a poster causing the paper to pull away from the face of the outdoor media structure.

Flex: Heavy-duty vinyl material used for digitally printed outdoor media. It provides greater durability and easier posting and shipping than traditional paper substrates.

Format: The size and shape of an outdoor media structure. Most outdoor media providers use standardized formats to allow efficient production across different regions.

Fragmentation: Term used to describe the audience division resulting from increased media choices.

Frequency: The average number of times an individual has the opportunity to be exposed to an advertising message during a defined period of time. Frequency (and reach) in outdoor media usually refers to 4-week posting period.