Reference & Facts
Plain-English definitions of the OOH, DOOH, audience, measurement and club-planning language used across Grassroot Media. Where Grassroot Media uses a term in a specific way, that interpretation is stated clearly.
Grassroot Media’s planning approach to advertising inside environments where people actively participate, socialise and belong. Unlike conventional OOH built primarily around people passing through a location, Active Social OOH focuses on places where audiences deliberately spend leisure time together.
Deeper explanation →Advertising placed inside or around community and grassroots sports environments rather than only around elite professional sport. For Grassroot Media this means media inside football, rugby, cricket and bowls clubs where players, members, volunteers, supporters and visitors spend time.
Advertising experienced outside the home. The term covers many environments and formats, from roadside and transport media to posters and screens inside venues. Grassroot Media sits within OOH but concentrates on grassroots sports club environments.
Digital advertising shown on screens outside the home. Grassroot Media’s DOOH inventory consists of portrait digital clubhouse screens, with advertiser creative appearing alongside useful club content.
A portrait screen positioned inside an appropriate club social or communal area. It carries advertiser creative as part of the Grassroot Media network while also providing the host club with substantial airtime for notices, fixtures, events and sponsors.
Deeper explanation →A group of managed physical poster placements that can be planned together as a campaign. Grassroot Media’s poster network uses A3 frames inside football, rugby, cricket and bowls club environments.
Deeper explanation →Additional campaign activity that uses appropriate club-controlled channels or moments beyond a standard poster or screen placement. It can include club communications, announcements or bespoke activity where the club, audience and campaign make that useful.
The proportion of available advertising time or exposure allocated to a campaign within a media loop or inventory set. In digital screen planning, a higher SOV generally means a campaign appears more frequently. Exact Grassroot Media arrangements are confirmed in the campaign plan rather than assumed from the generic term.
The amount of time people spend in or around a media environment. Grassroot Media values clubhouse dwell because audiences can spend meaningful leisure time before, during and after sport rather than simply passing through.
Deeper explanation →Repeated opportunities for the same person or group to encounter a campaign. Grassroots club routines can create repeat exposure because players, members, volunteers and supporters return to the same venue regularly.
Advertising whose setting makes the message more relevant or easier to understand. A sports broadcaster appearing inside a clubhouse, for example, benefits from a room where sport is already being watched and discussed.
A research measure in which respondents receive a cue, such as the advertiser name or campaign image, before being asked whether they remember the advertising. It should be labelled clearly because it is different from unprompted recall.
Deeper explanation →A research measure in which respondents are asked what advertising or brands they remember without being given the advertiser or campaign as a cue. It is generally a stricter memory test than prompted recall.
Deeper explanation →A broad term describing whether people remember an advertiser or brand after exposure. Good reporting should state whether the question was prompted or unprompted and which respondents are included in the percentage.
Deeper explanation →Evidence that digital creative was scheduled or played on a screen network. The exact available reporting depends on the platform, configuration and campaign, so the required proof and reporting should be agreed in the brief rather than treated as identical across every screen.
Deeper explanation →A defined period during which a campaign is live. A campaign can contain one burst or several separate bursts aligned to dates, fixtures, launches or other relevant moments.
The indoor social and operational space attached to a sports club. Depending on the venue it can include a bar, lounge, function room, changing areas, committee spaces and other communal areas used before, during and after sport.
A club or venue that carries Grassroot Media inventory under an agreed relationship. The host remains its own organisation; Grassroot Media does not own or operate the club.
Content placed by or for a host club to recognise its own local sponsors. On Grassroot Media screens this sits within the club-controlled allocation and is distinct from national or regional advertising sold by Grassroot Media.
People reached while they are participating in, volunteering around or spending social time within a community they actively choose. In Grassroot Media planning this includes players, members, coaches, parents, volunteers, supporters and club decision makers.
Deeper explanation →A bespoke campaign idea that goes beyond a standard poster or screen placement and uses a relevant club moment, space or participation mechanic. It should add something useful to the campaign and club rather than existing simply for novelty.
A campaign intended to encourage or support a change in knowledge, attitude or behaviour, such as public-health, careers, safety or participation messaging. Grassroots clubs can provide useful context when the audience and subject genuinely fit the environment.
Someone who actively takes part in a sport rather than only watching it. Grassroot Media often distinguishes participants from generic sports fans because participation brings regular routines, club relationships and different media contexts.
A person involved in running or influencing the operation of a club, such as a committee member, chair, secretary, treasurer, commercial lead, coach or other responsible volunteer. Some campaigns can have a B2B role as well as reaching players and members.
A media-planning label used to group a venue by the sporting audience or activity relevant to a campaign. It is not a claim about the club’s formal identity. A cricket club that hosts football activity when cricket is not being played can, for example, be included in an appropriate football campaign group if the audience and use of the venue support that choice.
The sport label attached to a Grassroot Media venue for inventory and campaign planning. A venue can legitimately sit in more than one sport group where it supports multiple sports, seasonal use or different audiences. The classification helps plan media; it does not rename the host organisation.
A club site or clubhouse used by more than one sport or sporting group. Multi-sport venues can create useful campaign flexibility because the same physical location may reach different participant communities across the week or year.
A set of locations grouped for campaign planning because they share a useful characteristic, such as sport, geography, venue type or audience. A venue group is a planning tool and does not imply that every location is legally or operationally identical.
Information last reviewed: September 2026
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