Free edition - Cannot be sold - Cover © Coraline Vacher The bilingualdictionary of mediaterms REPRODUCTION INTERDITE

Media Poche publications are pleased to present the MP bilingual Glos- sary, to which 300 terms have been added (750 words in the 2015 MP Glossary). The 2018 MP Glossary identifies key terms that reach across all of our areas of expertise. It closely reflects the changes that affect our occupations, which incorporate new competencies and areas of expertise every day.

Technological changes and innovations give rise to a plethora of new concepts. This is why we have introduced expressions like “GDPR”, “smart city”, “whistle-blower”, “FOMO”, “DPO”, “influencer”, “HR analytics”, “fake”, “gamification” and many more in this glossary. Some definitions have also been updated and even broadened to capture our rapidly evolving daily environment. Mastery of this specific vocabulary is vital to working in our field today.

The 2018 MP Glossary aims to be didactic and as comprehensive as pos- sible. This work will continue to improve through commentary from its expert readership, with the mission of perpetually monitoring and detec- ting the emergence of new offering and terms.

Happy reading.

The editorial and sales teams

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Table of contents

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Sources used to create this volume:

1min30.com arcep.fr banque-france.fr CESP (Centre d’études des supports de publicité) definitions-marketing.com e-marketing.fr futura-sciences.com IAB (Interactive Advertising Bureau) Insee (Institut national de la statistique et des études économiques) journaldunet.com larousse.fr linternaute.fr mediametrie.fr nmsba.com publicitor-mercator.fr socialcooling.com sri-france.org whatis.techtarget.com

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PUBLISHER HAVAS EDITION MP GLOSSARY 2018 29/30, quai de Dion Bouton 92 800 Publishing director: Puteaux Étienne Curtil Editorial board: This document was published by Marie Glatt, Alexandra Lux, HAVAS EDITION and translated by Inès Nadine Medjeber Pauly, Technicis and Liingo. Artistic director: Coraline Vacher Typesetting: This volume was made possible www.imprimerie-de-la-passerelle.fr thanks to the participation of Havas Production monitoring: Media France. Anne Geesen Proofreading: We would like to thank all of the Paula Gouveia, Ève Mougenot advertisers featured in this volume. Commercial contact: Rose-Aimée Gémain

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The MP GLOSSARY is available in printed form, free of charge at the following addresses: HAVAS EDITION : 29/30, quai de Dion Bouton - 92800 Puteaux HAVAS MEDIA RÉGION PARIS : 33 quai de Dion Bouton - 92800 Puteaux HAVAS MEDIA RÉGION LYON : 49, rue des Docks - 69009 Lyon HAVAS MEDIA RÉGION MARSEILLE : Pôle Media de la Belle de Mai - 37, rue Guibal - 13003 Marseille HAVAS MEDIA RÉGION NANTES : 16, boulevard de la Prairie au Duc - 44200 Nantes HAVAS MEDIA RÉGION TOULOUSE : 36, rue Alsace Lorraine - 31000 Toulouse HAVAS MEDIA RÉGION LILLE : 15, rue du Palais Rihour - 59000 Lille

To receive a free copy of the MP GLOSSARY, send your order on plain paper including a mandatory Colissimo France 1kg envelope with your coordinates to the following address: HAVAS EDITION - Service Media Poche 29/30, quai de Dion Bouton - 92800 Puteaux WWW.HAVASEDITION.COM

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AACC ABOVE THE FOLD (FRENCH ASSOCIATION OF — COMMUNICATION AGENCIES) Part of a website landing page that is — visible on the screen without scrolling Created in 1972, the AACC is a French down. The important elements of a lan- trade union representing advertising, ding page are usually positioned above direct marketing, sales promotion, and the fold. See landing page, scroll. healthcare communication agencies. ABOVE THE LINE AB+/HIGH INCOME — GROUP Within a communication budget, desi- — gnates expenditure for the six major Group that draws together three of media: press, television, outdoor, radio, French statistical institute INSEE’s cinema, and Internet. See below the line. socio-professional categories: arti- sans, merchants, entrepreneurs; exe- A/B TESTING cutives and post-graduate professio- — nals; middle management. Method used in marketing to mea- sure the impact of a version change ABACUS of a variable on the achievement of — an objective (click, validation, filling a Calculation method, often based form, etc.). Strictly speaking, an A/B on graphs, allowing to simply and test allows to test 2 versions of the systematically get results provided variable, an A/B/C test 3 versions, etc. by a group of individuals. The A/B testing is a key step to a suc- cessful online advertising campaign, ABANDONMENT or to improve the conversion rate of a — landing page. Synonym: A/B test. See cart abandoner.

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ACCESS PANEL ACPM — (FRENCH ALLIANCY FOR THE Households and/or individuals re- FIGURES IN THE PRESS AND cruited by a research company, a por- MEDIA INDUSTRY) tion of which can be rapidly polled in — relation to an advertiser’s issue. Organization born in December 2015 from the merger between OJD and ACCESS PRIME TIME SAS AudiPresse. The ACPM mission — is the measurement of the press au- In television, the time slot between dience and the certification of the me- 6:00 p.m. and 8:30 p.m. that precedes dia count. More precisely, the ACPM: prime time. See day part. – controls all the circulation fi- gures in the interest of the utmost ACD transparency; (AUTOMATIC CALL – develops the most relevant and DISTRIBUTION) operational audience research; — – designs studies and future ac- Electronic telephone switchboards tions according to the needs of that route calls to waiting queues the market. according to a number of parameters. A tool for call traffic management ACRONYM and equitable allocation. — Word formed of initials, it is pronounced ACQUISITION COST like an ordinary word. — The cost to acquire a customer. Mar- ACTIVE POPULATION keting or advertising investment re- — quired to achieve conversion during Expression that designates both the an Internet campaign, fixed as an employed active population (also called average. The Internet’s capacity to the “active population with occupation”) deliver indicators makes the notion and the unemployed active population. of acquisition cost very important. Client, prospective client, and visi- ACTIVE WEEK tor acquisition costs are considered. OR MONTH If 10,000 euros campaign recruits — 100 clients, the acquisition cost is Refers to an advertising activity pe- 100 euros. riod. Pressure standards are used for active weeks or months (expressed in GRP) to define an advertising cam- paign’s instantaneous, temporary, or overall intensity.

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ADBLOCKER AD PAGES — — Software or a module embedded in a Number of views for an advertising user’s browser that prevents the dis- banner. Principal quantitative purcha- play of banners or any other adverti- sing criteria for Internet advertising sing format. space. Synonyms: impressions, views.

ADCLICK AD REQUEST — — See click. Message sent to the advertiser when someone consults its advertisement. AD EXCHANGE — AD SERVER Technological platform that op- — timizes the buying and selling of Software for managing advertising display advertising inventories in campaigns that enables the centra- an open environment, in real time, lized programming of the display of running as an auction for each ad- advertising objects in their allotted vertising impression. See DSP, RTB. spaces on content-based pages. The software also furnishes campaign AD HOC statistics that can be consulted by re- — levant stakeholders. Two types of ad Latin word meaning, “for this”, servers can be distinguished: or fitted to a situation or subject. – publisher-side: the primary purpose An ad hoc study is a specific study of an ad server for publishers is to conceived and carried out in res- deliver advertising impressions; ponse to one or multiple precise – agency side: ad servers for agencies questions or issues. enable the aggregation of campaign results from multiple sites, as well AD IMPRESSION as the monitoring of surfing behavior — after advertisement exposure. Complete download of an advertising object to a connected terminal. The AD SPECIFICATIONS notion of impression makes it pos- — sible to count the instant of contact See technical specification. with an advertisement, independent of the Internet page or application AD SWITCHING in which the advertising object is in- — serted. See ad viewability. Operation which consists in program- ming in the flow live diffused on Inter- net or via an application a commer-

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cial different from that visible on the (IP telephone and HD IP television) television set. That makes it possible as well as other functionalities that to continue to benefit from the power supplement a classic modem. of television, while using new capaci- ties of ultra-targeting. ADVERGAMING — AD TECH Contraction of the words “advertising” — and “gaming”. Approach that uses Contraction of “ad”, advertising, and games, most commonly video games, “tech”, technology, ad tech refers for advertising purposes. The game’s to technologies used by digital purpose is to promote a brand or a advertising. The concept originated product through its use and spread. with digital advertising but today encompasses a multitude of actors AD VERIFICATION (SSP, DMP, trading desk...) and has — crossed digital frontiers. Tool to check the ad was delivered in the right display context (display AD TRACKING frame, visibility). — Monitoring and measuring software ADVERTISER for Internet advertising campaigns. — Business, community, or body that wi- ADSL shes to promote its products and ser- (ASYMMETRIC DIGITAL vices through communication activity. SUBSCRIBER LINE) — ADVERTISING In the universe of digital communi- — cation, ADSL is a technology that en- Means engaged to make a product or ables the transmission of digital data company (industrial or commercial) through a telephone line independent public and known. An advertisement’s of voice telephone service. objectives: – publicize/spread awareness; ADSL BOX – strengthen image/perception; — – sell; Housing that serves as network – prompt; terminating equipment that an – recommend. Internet service provider furnishes Advertising is not limited to consumer to its high-speed subscribers (by goods and services. It can also promote ADSL or cable). Grants subscribers men and women and extol tourist des- access to “triple play”, a package of tinations, governmental organizations, services linked to Internet access or sporting/cultural events.

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ADVERTISING ADVERTISING CAMPAIGN COUPLING — — All advertising focused on the same Cumulative rate for two or multiple pu- axis in favor of a product, brand, com- blications marketed together. In gene- pany, body, or person, and intended ral, this rate includes an allowance for for its target. Campaigns are defined isolated insertions in each publication. on two levels: that of media strate- gy (choice of media, touchpoints or ADVERTISING EFFECT type of communication vehicle) and — that of media planning (choice of me- Changes associated with the dissemi- dia and digital vehicles one by one). nation of information or messaging. The campaign is as such defined yb This measurable effect anc impact a time period and a detailed list of brand or product awareness (promp- media vehicles. Media vehicles are ted, spontaneous, top-of-mind, qua- distinguished by their space buying lified awareness), attitudes (image, rates and by their audiences accor- opinion of the brand, purchase intent) ding to a target. or behavior (purchase, recommenda- tion, website usage brand). ADVERTISING CANVAS — ADVERTISING Out of home term: a non-standard EFFECTIVENESS event-related advertising placement — situated outdoors in strategic or pres- Measure of an advertisement’s or tigious premises. advertising campaign’s capacity to reach the advertiser’s objectives. Ad- ADVERTISING CLUTTER vertising communication is judged ef- — fective when the campaign advanced Advertisement multiplication within awareness, image, or attitude indica- the same vehicle. tors favorable to the brand or to pur- chasing behavior. Advertising effec- ADVERTISING tiveness is measured using various CONSULTANCY kinds of studies: post-campaign as- — sessment; tracking; media products; Service based business dedicated to modeling statistical... advising and implementing an adver- tiser’s communication strategy: ad- ADVERTISING IMPACT vertising, promotion, public relations. — Actual impression that advertising leaves with an individual. Various in- dicators are used to evaluate impact:

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raw recall score; proved recall score; and used at points of sale for promo- comprehension; agreement... tional activity and product launches. It has a vertical structure and is used ADVERTISING INSERT inside as well as outdoors. See point IN MAIL-ORDER PARCELS of sale advertising. — Promotional offers (leaflets, samples) ADVERTISING attached to parcels delivered by mail TRACKING order companies to their clients. — Continuous surveys intended to ADVERTISING monitor and measure the impact MONITORING and effects of advertising campaigns — (weekly or monthly). System that monitors advertising campaigns implemented on one or ADVERTISING WARP multiple media. Advertising moni- — toring service providers identify all Large format advertising canvas that of the campaigns on one media and can be used inside or outside of buil- make them accessible to its subscri- dings. bers by media vehicle or advertiser. They also give indications of cam- ADVERTORIAL paign budgetary evaluation. — Editorial advertisement presented as ADVERTISING SKIN editorial content. Advertorials gene- — rally use the format, layout, font, and Advertising format that dresses a font size of the media vehicle. They site page (most often the home page) must be clearly marked and include or the entirety of a site in the colors a legible notice (communication, ad- of the advertiser. This presence is vertisement, advertorial, magazine fixed with a limited duration. supplement, editorial advertisement) that serves as a reminder of their ADVERTISING SPOT commercial nature. — Audio or audiovisual advertising mes- AD VIEWABILITY sage concerning a product, brand, or — company. See message. Set of themes common to most of the media advertising executives which ADVERTISING TOTEM consists in knowing or in measuring — if an advertising is really seen or can Advertising furniture at points of be really seen by the individuals in sale generally made of cardboard theory exposed. Ad viewability is a

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relatively new concept in digital ad- AFFILIATION PLATFORM vertising, but has become a hot topic. — Viewability is not a tactic. It’s founda- Also called a “trusted third party”, tional for the market players (brands, an affiliation platform connects ad- agencies, editors, platforms and so- vertiser and affiliate. It ensures the cial networks). See ad impression. accuracy of data reported by the two parties (number of sales, turnover, ADWORDS traffic...). It provides technical solu- — tions essential to program mana- Commercial name of Google’s com- gement: data recovery and access mercial link program. The program (advertiser and affiliate), as well as helps advertisers to get their ads de- providing affiliates with the adverti- livered depending on the keywords ser’s information and graphical ele- used in the Google searches. These ments. See affiliate, affiliation. ads are essentially charged on a dy- namic bidding system based on the AFFIMÉTRIE number of clicks, and appear at the — top of Google’s results pages. Syno- French institute that delivers trimes- nym: Google AdWords. trial reports to the advertising market measuring the performance of outdoor AFFILIATE communication networks throughout — the country and in all formats. Internet site with an audience large enough to warrant the monetization AFFINITY of its advertising space. It helps the — advertiser to sell its products in ex- Evaluative metric expressed in percen- change for a commission on each tage or index that demonstrates an sale or “established contract” (visi- effective population’s proximity to a tors who register with the site or who media vehicle, program... fill out a questionnaire). See affilia- tion, affiliation platform. AGGREGATE — AFFILIATION Regrouping of basic units so as to — create larger units. System that allows an advertiser to disseminate its commercial offering AGGREGATE DATA to a sales force made up of Inter- — net sites. Affiliation is comprised of Statistical result constructed from indi- two main actors: the affiliation plat- vidual base data (addition or average). form and the affiliate. See affiliate, affiliation platform.

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AGILE METHODOLOGY ANALOG — — Iterative and collaborative approach Any continuous signal (in the mathe- that transforms operations so you can matical sense of the term) whose execute more efficiently, champion value is a function of time. The term the customer, and achieve better “analog” comes from the fact that performance. The agile method bases the measure of its value changes in a itself on a cycle of development which fashion analogous to its source. This carries the customer in the center. is the case of the voice, for example, The agile organisation is flexible, as we can continuously record its reactive and dynamic thus capable evolutions using a microphone and of adapting itself to the unforeseen. visualize them using an oscilloscope. Synonym: agile marketing. See Analog was born with the dawn of scrum methodology. electricity, whereas digital appeared more recently with the information ALGORITHM era. The analog signal is set in contrast — to the digital signal. See digital. Set of operational rules which, when applied, enable the resolution of a ANIMATED GIF presented problem in a finite number — of operations. An algorithm can be A type of GIF image that can be ani- translated, thanks to a programming mated by combining several images language, into a program executable into a single GIF file. See GIF. by a computer. APAC AMBUSH MARKETING — — Asia Pacific abbreviated as APAC is Set of marketing tactics used by a the regions containing most countries brand to garner visibility during an and territories in East Asia, Southeast event without being an official partner Asia, the South Pacific and Oceania. or sponsor. API AMP (APPLICATION PROGRAMMING (ACCELERATED MOBILE PAGES) INTERFACE) — — Mobile page format proposed by Goo- Interface that makes it possible to es- gle to greatly accelerate the display of tablish connections between several pages on smartphones. software to exchange data. An API makes it possible to enrich a program

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with functions from another software ARPP to develop more advanced functio- (FRENCH PROFESSIONAL nalities or to import pre-organised, REGULATORY AUTHORITY FOR processed and/or integrated data ADVERTISING) elsewhere. See VPAID. — Professional regulatory body for adver- ARCEP tising in France. ARPP replaced the BVP (FRENCH REGULATORY (Advertising Verification Bureau) in 2008 AUTHORITY FOR ELECTRONIC as the professional regulatory body for AND POSTAL COMMUNICATIONS) advertising in France. Its mission is to — reconcile freedom of expression in ad- Independent administrative autho- vertising with respect for consumers. rity founded on 5 January 1997 and Maintaining this balance between crea- called the ART (telecommunications tivity and responsibility is at the heart of regulatory authority). ARCEP, a neu- self-discipline in advertising. tral and expert arbitration body with the status of an independent admi- ARPU nistrative authority, is the architect (AVERAGE REVENU PER USER) and custodian of France’s communi- — cations networks. It ensures the mar- Term that refers to the average re- ket’s openness to new players and all venue per customer or per user. The forms of innovation, and checks com- ARPU is mainly used in the telecom- petitiveness in the sector through munications field and by extension competition that fosters investment. in any sector where the customer is linked to a notion of subscription or ARG fixed price, of recurrent expenditure (ALTERNATE REALITY GAME) without which the service is not com- — pletely delivered. An interactive narrative that uses the real world as a platform to create a ARTIFICIAL story that evolves in accordance with INTELLIGENCE the participants’ ideas or actions. The — aim is to involve the player in the nar- Artificial intelligence makes it rative to such an extent that the boun- possible for machines to learn from dary between the real world and the experience, adjust to new inputs player’s experience blurs. The game and perform human-like tasks. John is therefore dynamic and entirely in- McCarthy, who coined the term in fluenced and guided by the players’ 1956, defines it as “the science and progress and response. engineering of making intelligent machines.” See machine learning.

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ARRIVAL RATE ATM — (ASYNCHRONOUS Ratio determined by the number of TRANSFER MODE) visits recorded on an advertiser’s — site as a proportion of the number High-speed traffic control technique of clicks recorded on an advertising that allows for the undifferentiated element. transport of voice and data. Informa- tion is split into small digitized cells ASSIGNEE and transported in bulk at high speed. — Natural or legal person who owns ATTENDANCE the copyrights or the production — rights of a work. Number of tickets sold for a show (cinema, theatre) throughout a pe- ASTROTURFING riod. By extension, the degree of any — media consumption (radio, television, A method used to arouse public opi- print, Internet). nion artificially. Astroturfing is a term used to describe the process of crea- ATTRIBUTION ting the impression of a mass pheno- — menon that has emerged on the Inter- See attribution rate. net while, in fact, it has been entirely fabricated to influence public opinion. ATTRIBUTION RATE — ATAWAD Phenomenon by which individuals (ANYTIME, ANYWHERE, exposed to an advertising campaign ANY DEVICE) claim to recognize the message that — was shown or described to them and Acronym created by Xavier Dalloz, are capable of citing (without error) who coined the expression, the advertiser corresponding to the “Anytime, anywhere, any device.” message. Synonym: attribution. The term illustrates the possibility for an individual to connect to or ATTRITION have access to content regardless — of place, time, or connecting device See churn.

AUDIENCE — Number of viewers, listeners, readers, and/or Web users reached by a

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medium or media plan during of a program, channel, time slot, or sta- the reference period used for the tion audience. audience survey. AUDIENCE SHARE AUDIENCE — ACCUMULATION Percentage of a media’s total au- — dience that is audience to a particular Audience metric for radio and tele- media vehicle or group of vehicles. vision. The process of increasingly building audience for the broadcast of AUDIMAT advertising messages throughout a — campaign. At the close of the campaign, Name of the French household audience accumulation represents the television audience study that existed total number of individuals exposed to from 1981 to 1988, with a national the campaign at least one time. panel of 1,000 households equipped with an audimeter. See Médiamat. AUDIENCE BEHAVIOR — AUDIMETER Analysis of audience behavior within a — given period (quarter-hour, half-hour, Machine that measures a household’s program): arrivals; departures; cros- television program consumption be- sover to another vehicle or media, that havior. See Médiamat. enables the evaluation of anticipation or knock-on effects. AUGMENTED REALITY — AUDIENCE LOSS Technique that makes it possible — to superimpose a 3D or 2D virtual Phenomenon of reaching individuals model on to our natural perception who do not belong to the target popu- of reality, in real-time. See 3D, 2D. lation during an advertising campaign. AVATAR AUDIENCE — MEASUREMENT In the computer world, an avatar spe- — cifically refers to a character that re- Quantitative study of media audience. presents an online user. Avatars are commonly used in multiplayer gaming, AUDIENCE PROFILE online communities, and Web forums. — Structure or composition along many demographic and economic variables

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AVERAGE AUDIENCE AVERAGE — QUARTER-HOUR Arithmetic average of “instantaneous” AUDIENCE audiences throughout a given period — (time slot, display, program...). Average number of people who report watching or listening to a station/ AVERAGE HOURS channel during a given quarter-hour PER HEAD on a given day (sum of the audiences — for all quarter-hours divided by the Indicator that gives the average time total number of quarter-hours). spent listening to a station, program, or media (radio or television) per indi- AVERAGE READERS vidual within a time slot or for the en- PER ISSUE tire day. Average listening time is equal — to the sum of all hours consecrated to The average number of readers per is- listening divided by the total number sue of a daily press publication, calcu- of individuals in the studied population. lated from the number of issues read, scanned, or consulted for the five or AVERAGE HOURS six latest issues released, during the PER LISTENER last seven days. — Indicator that gives the average time AVERAGE REPETITION spent per listener listening to a station, — program, or media (radio or television) Average number of contacts delive- within a time slot or for the entire day. red to a target population individual Average hours per listener is equal to exposed at least once to the same the sum of all hours consecrated to campaign. listening divided by the total number of listeners. AWARENESS — AVERAGE QUANTITY In marketing, measure of how well SOLD PER CONSUMER known is a brand, firm, or product. — Companies usually set a target Indicator for consumer panels. Rela- for the degree of awareness they tionship between quantity purchased intend to achieve, and then plan a and the number of consumers. promotional campaign to reach that target. See prompted awareness, top-of-mind awareness.

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BACK OFFICE BANDWIDTH — — In IT, the back office is a part of a Term employed in information website or of a computer system. technology or concerning digital It concerns the part that allows the transmission. Maximal flow capa- company to administer and manage city of a communication channel its website. See front office. on a particular connection, de- termined by transmission tech- BAD BUZZ nologies engaged by equipment — situated at each end of this connec- Phenomenon of “word of mouth” tion. It is defined in bits per second. that conveys a particularly nega- tive message. It mainly takes place BANNER on the Web. It can be caused or suf- — fered by a brand, a company or an Original form of online Internet ad- individual. See buzz. vertising consisting of an image or Flash animation. BALMÉTRIE — BARTERING Created in March 2011, Balmétrie is (OR BARTER) a French economic interest group — (GIE) that brings together the pro- Process by which an advertiser ex- fessionals dealing with the com- changes products or services for mercial and marketing use of mail- advertising space. boxes. It measures the audience of the advertising mail through a BASELINE single study called Balmétrie. — Slogan or sentence that serves as a signature for a product, brand, or company in an advertisement. Synonym: advertising signature.

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BASHING BELOW THE LINE — — The fact to criticize, denigrate a All advertising investment outside personality, a topic, an institution in of the six major media, or “non-me- a systematic way. dia” investments (direct marketing, sales promotion). See above the BATX line, non-media. (BAIDU, ALIBABA, TENCENT, XIAOMI) BENCHMARK — — The BATX are the Chinese twins of Comparative analysis of compe- the GAFA. These giants are behind titor products or services for an almost every digital innovation existing product or for a particular in China and intend to go abroad. business sector. Businesses can See GAFA, NATU, uberization. use a benchmark to provide a pa- norama before launching a new BEACON product, but a benchmark can also — be useful to the general public for Small box located in a point of sale assistance in product selection. that can interact with smartphones or tablets located nearby. The in- BETA-BINOMIAL teraction between the consumer — device and the place where he/she In media planning, the base model passes by allows to push him/her for medium exposure that consists information or targeted promo- of varying, for all individuals, the tions, and to know in real time who probability of coming into contact are the people visiting the point of with a particular medium accor- sale. Synonym: tag. ding to a probability law called “the beta-binomial law”. BEHAVIORAL TARGETING BIAS — — Technique that enables the targe- In the context of marketing studies, ting of Internet users based on their a bias is an element (methodologi- past behavior on the Web (visited cal or external) that can distort the sites, type of consulted pages, time reliability of the results obtained. passed on each of these pages, type of information solicited, nature of BID MANAGEMENT past purchases, manner of moving — from one site to another...). Expression initially used by search marketing professionals to indi-

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cate the act of increasing or de- BILLINGS creasing keyword bids so as to — optimize cost-benefit esults.r This Advertising agency turnover. Gross expression is now used in relation profit margin that measures reve- to display purchasing through ad nue (fees) is a stronger indicator. exchanges. BIND-IN CARD BID PRICE — — Separate publication or printed In programmatic buying, amount of advertisement stapled into a print the auction. publication. Its pages are numbe- red and it most often placed at the BID REQUEST publication’s table of contents. Its — space rate is called “insert rate”. Data sent by the seller to the buyer See insert rate. via his SSP, containing all the cha- racteristics of the commercialized BINGE WATCHING advertising element and qualifying — the profile that is sold. See SSP. Viewing multiple episodes of a pro- gram or series without advertising BIG DATA breaks or broadcast intervals, in — a determined period. Synonyms: Expression that encompasses all binge viewing, marathon watching. technologies and practices used to store large volumes of data and BITCOIN heterogeneous content, as well as — to analyze these nearly in real time Digital currency for online transac- at very high speeds. The stakes as- tions without a trusted third party: sociated with big data go beyond cash for the Internet. Created in simple data collection or database 2009 by Satoshi Nakamoto (which management systems, but lie might be the pseudonym used by rather in the capacity to interpret one person or a team of programs), large volumes and to revolutionize the Bitcoin is a virtual account unit decision making. stored on an electronic device that allows a community of users to ex- BILLBOARD change goods and services among — themselves without using legal cur- Short commercial (generally 6 to rency. See blockchain, ethereum. 8 seconds) with advertiser presence aired before or after film credits or before or after commercial breaks.

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BLACK FRIDAY BLIND TEST — — Name given in the United States to Product test for which the pro- the Friday that follows the Thanks- duct’s brand, name, or packaging giving celebration and that histori- is either invisible or unidentifiable cally represents the day of the year to consumer-testers. where commercial activity is at its highest. For retailers, it is a predic- BLISTER PACKAGE tive indicator of consumer spen- — ding behavior. See Cyber Monday. A transparent, molded piece of plastic, often sealed to a sheet of BLACK LIST cardboard, used to package and — display an item of merchandise. List of addresses or persons remo- Also called bubble pack. ved from a service or access. An- tispam devices in email softwares BLOCKBUSTER are a blacklist to filter spam and — prevent the user from receiving it. Term used to designate a star pro- duct that generates a very large BLEASURE turnover and huge profits. The re- — ferences used vary according to the Term that combines the words “bu- sectors concerned. For example, siness” and “pleasure”. The concept it could be a drug generating more of a better balance between private than $1 billion in sales, or a cine- and professional life, specifically for matographic movie with a large ad- people whose work requires them vertising budget, designed to bring to travel frequently. The aim is to record profits. offer venues and activities to a bu- siness clientele that are as pleasant BLOCKCHAIN as those designed for vacationers. — Technology that stores and sends BLIND BUY information transparently, securely — and without any central control body. Used by advertisers. The term It is a large database that contains refers to a type of Internet adver- the history of all the exchanges tising space buying where adver- made between its users since its tisers are unaware of where their creation. See bitcoin, ethereum. campaign and ads are displayed.

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BLOG BOOMERANG EFFECT — — Term that combines the words “web” Characteristic of the result ob- and “log”. Personal or professional tained in response to a decision webpage, a regularly updated online and whose consequences are most record book featuring reviews, links, often unexpected and negative. In or narrative accounts. the field of communication, the boomerang effect defines a nega- BLOGOSPHERE tive effect produced by an adverti- — sing message when it is conside- All online bloggers, and/or all red as not credible or irritating by blogs, and/or all writings contained consumers. on these blogs. BOT BLUETOOTH — — See chatbot. Local wireless network technology that transmits voice and data over ra- BOUNCE dio waves between mobile terminals — (smartphones, personal assistants, Act of an Internet user’s immedia- laptop computers) and/or desktop tely leaving a website after consul- computers (for low intensity). ting the page at which he/she ente- red it. See bounce rate. BLURRING — BOUNCE RATE Also called, “the progressive confu- — sion of professional and personal Percentage of Internet users who en- activity”, blurring is a trend due ter an Internet site on one page and in part to the widespread use of immediately leave the site (without professional equipment that can consulting other pages). See bounce. be engaged remotely (computer, smartphone, tablet...). These new BOX OFFICE behavior patterns are transforming — the organization of the private and Classification of an artistic produc- professional spheres. tion or a personality. It is measured in terms of turnover, number of BONUS spectators or number of entries. — Promotional gift offered for a pur- chase or to accelerate response to a direct marketing offer.

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BRAND BRAND AWARENESS — — All characteristic signs that allow Indicator that measures the propor- the consumer to distinguish one tion of individuals within the refe- company’s product or service from rence population that are familiar those proposed by competing com- with the brand. panies. It could be a name (simple or compound, geographical or not), BRAND CONTENT surname, pseudonym, or a name — used as an extension or as an ab- Content produced directly by a breviation to which symbols, colors, brand for advertising communi- fonts, and font sizes can be asso- cation and image purposes. It is ciated. The brand expresses values, editorial content (tips, practical ar- know-how, expertise, history, com- ticles, forums, narrative articles...) mitment, or guarantees that assist presented on the Internet, in print consumers in making choices. outlets, or on TV, but also content that can take other forms (videos, BRAND ACTIVATION games, exhibitions, books, etc.). — Brand activation refers to the use of BRAND ENGAGEMENT creative and engaging methods that — encourage customers to feel a per- Emotional or rational relationship sonal connection to a brand. between a brand and communi- ties, most often cultivated through BRAND ADVOCATE interactive mechanisms meant to — enrich brand experience. Individual who, more or less volun- tarily and spontaneously, promotes BRAND EQUITY a brand via word of mouth to her — consumer “peers”. This could be the All opinions, attitudes, and beha- spontaneous action of a brand afi- viors of consumers associated with cionado or a behavior encouraged a brand. In light of the current en- or provoked by the brand using va- vironment (competition and brand rious motivational tactics. Synonyms: proliferation, price and cost infla- brand ambassador, prescriptor. tion), businesses can no longer rely on share prices to assess their brands. It is increasingly important to assess the value that the brand provides the consumer. Synonym: brand capital.

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BRAND SAFETY BROWSER — — Practices to guarantee an adverti- Navigation software that enables ser that his brand will be delivered users to transfer from one server in a quality environment with no to another as well as to access va- risk in terms of content and image. rious information resources within one particular server. BREAKDOWN — B TO B See structure. (OR B2B) — BRICK AND MORTAR Abbreviation that designates all com- — mercial and communications activity Traditional sales company (that has and relations between businesses. “physical” points of sales), as op- Synonym: business to business. posed to “pure players” which only sell their products and services B TO C on the Internet, and to “click and (OR B2C) mortar” which designates traditio- — nal companies that have an online Abbreviation that designates all com- distribution activity. See click and munications and relations between a mortar, pure player. business and consumers. Synonym: business to consumer. BROADCAST-READY — BULK MAIL Final medium, bringing together — the image (calibrated) and the Large scale email marketing ope- sound (mixed) that will be delive- ration: the same content is sent to red for acceptance to the televi- a large number of recipients. sion channels. The manufacture of a PAD must comply with speci- BUNDLE fic standards and recommenda- — tions, responding to the technical Fact to bring several services to- demands of broadcasters. These gether in packs, an equivalent to standards and recommendations integrated products. Synonym: pro- are defined in France by the CST. motional package. See CST.

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BURN RATE BUS POSTER — — Time that a company will need to Urban poster sites placed on buses, deplete its cash, considering its four possible formats: monthly losses and assuming that – back panels, situated at the rear these losses will remain the same of the bus; every month. The term is used for – right or European side, situated start-up companies and measures next to passenger access doors; the maximum period of time before – left or panoramic side, situated a new fundraising, assuming the opposite passenger access doors; losses remain stable. – front panels, situated at the front of the bus. BUSINESS INCUBATOR — BUS SIDE Structure allowing start-ups, some- — times still in their process of crea- Urban poster site along the side tion, to make their first steps by ac- of a bus: the right side, sometimes companying them with a logistical called the “European side”; and support and/or advice. the left side, sometimes called the “panoramic side”. BUSINESS TOURISM — BUZZ Communication operation based on — a trip to motivate, animate, retain, Communication tactic designed to reward or inform a particular group. get people talking about a product or a service even before its launch BUS MAILING by cultivating word of mouth and — executing targeted actions for opi- Multi-advertiser mailing with an nion leaders. See bad buzz. insert from each advertiser, al- lowing the group to share shipping costs. Most often, bus mailings take the form of standard-dimension cards grouped in one envelope or plastic sleeve.

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CACHE MEMORY CAMPAIGN — ASSESSMENT Memory specific to each Internet — user’s computer hard disk, allocated Document that presents results to each browser, that automatically obtained through an advertising or stores visited site pages. Its purpo- marketing campaign, indexed by se is to reduce Internet consultation medium and outlet. time. Cached page requests cannot be accounted for by website coun- CAMPAIGN FLIGHT ting tools. Site traffic is as such sys- — tematically underestimated. Part of an advertising campaign that is enacted in multiple phases. CALENDAR — CAPPING Timing of insertion or broadcast — dates for a media vehicle. Internet feature designed to regu- late the repetition of an advertising CALL CENTER display for the same individual. — Cappings are set for the day, hour, All means of managing telephone month, or campaign. The level of marketing campaigns: telemarke- repetition as well as the time hori- ter team, call management system. zon are defined according to the ad- vertiser’s objectives and previous CALL TO ACTION learning/experience. We speak of — “capping 3”, “capping 5”, etc. Cap- Text link, button, image or any item ping can be fixed by site or for the that can offer to an advertising contact entire scope of the campaign. or to a document recipient a redirec- tion link and that encourages an action sought by the advertiser (click here, participate to the draw, call 800...). Synonym: sales accelerator.

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CAPTCHA ring an online purchase, which can (COMPLETELY AUTOMATED PUBLIC be defined in value (euros) or as a TURING TEST TO TELL COMPUTERS percentage of their shopping cart. AND HUMANS APART) — CATCHLINE Trademark registered by the Ame- — rican Carnegie-Mellon University. Part of an advertisement, a news- This is a series of tests used to de- paper article or a slogan meant to termine whether the test questions catch attention and arouse curiosity. asked are answered by a human user or by a computer. The test CATCHMENT AREA proposed by the program Captcha — must be able to be resolved quickly Geographic space or area from and simply by a human being and which derives the majority of clients has to thwart robots. for a point of sale. It determines potential clientele and, based on CART ABANDONER its purchasing power, the poten- — tial market for the point of sale. Potential buyer who engages the purchase process but abandons CATCH-UP TV it before finalizing his/her pur- — chase. Applied to e-commerce, a Premise by which broadcasts, films, commercial site user who leaves or TV series are available freely the site without ordering, despite and temporarily in streaming video, having placed at least one item in usually on the Web, after having been his/her shopping basket or cart. broadcasted on a television channel. Synonym: abandonment. CATEGORY OF BUSINESS CARTOGRAPHY — — Four business categories are de- Representation used to visualize a fined by French law (article 51 of store’s catchment areas, for example. the economic modernization law) For posters, cartographies allow for for statistical analysis and econo- the visualization of poster campaigns mic purposes. To determine which throughout the country, region, ag- category a business belongs to, the glomeration, or communal boundary. following data are used relating to the latest approved accounting pe- CASHBACK riod and calculated on an annual — basis: size of workforce; turnover; Method that allows users to recover and balance sheet total. a portion of the amount paid du-

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We distinguish between: CHATBOT – micro-enterprises; — – small and medium-sized companies; A software robot or a computer – mid-caps or second-tier companies; program able to interact with an – corporations. individual through an automated conversation service, largely per- CDO formed in natural language. The (CHIEF DATA OFFICER) chatbot originally uses questions — and answers libraries, but ad- A manager responsible of the data, vances in artificial intelligence are his/her mission is to optimize and allowing it to increasingly “ana- secure, in the technical and legal lyze” and “understand” the mes- sense of the term, the use of data sages and to be endowed with within a company or an organiza- learning capabilities provided by tion. Synonym: data director. the machine learning evolution. Synonym: bot. CESP (FRENCH CENTER FOR CHEMISTRY MEETING THE STUDY OF ADVERTISING — MEDIA SUPPORTS) The chemistry meeting is an op- — portunity for the agency and the Founded in 1956, CESP is a advertiser to meet and assess the French association that connects alignment of values, culture and advertisers, agencies and the personality. These meetings are media. CESP’s major mission is to more than just bringing the two audit and monitor media research parties together. in France. However, CESP also works “upstream” on studies, CHI SQUARE acting as a space for exchanging (X2) ideas and a center for discussion — and information. Statistical test based on the Chi Square law of probability. It is CHAT mainly used to test the consonance — of an observed statistical distribu- Also called IRC (Internet relay chat) by tion with a theoretical distribution purists, chat is a system that allows in order to test the independence of Internet users to meet and speak a contingency table’s two criteria. with one another in real time. These written exchanges are held in conver- sation halls called “chat rooms”.

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CHRONOLOGY CLICK AND COLLECT OF THE MEDIA — — Strategy consisting of making it Rule which aims to establish the easier for consumers to make pur- order and the deadlines to be res- chases by allowing to reserve and/ pected for the exploitation of a or pay for their products and ser- cinematographic work. The main vices on line before collecting them purpose of this regulation is to or using them in-store. See ROPO. safeguard the movies’ exploitation in movie theaters. CLICK AND MORTAR — CHURN Type of business model that in- — cludes both online and offline ope- Term used to designate client or rations, which typically include a subscriber loss. Synonym: attrition. website and a physical store. See brick and mortar, pure player. CIRCULATION — CLICK TO CALL Major indicator for print media. Phy- — sical distribution of a publication. Technique that allows the visitor of a website to leave his phone num- CLAIM ber, in order to be immediately put — in contact, free of charge, with a As part of an advertising mes- customer advisor. sage, the claim is the advertising promise included in the message CLICK TO CHAT (spot, display...). — Functionality of support or of sales CLICK assistance offered to the visitors — of a website, and through which Act of clicking on an advertising they can communicate with a cus- banner or hypertext link. Clicks are tomer advisor through an instant the most common objective of In- messenger. ternet advertising and marketing. Synonym: ad click. CLICK TRACKING — Technique that enables the memo- rization of the zones on a webpage that Internet users clicked a lot, moderately, very little, or not at all.

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CLICK-THROUGH RATES CNC — (FRENCH NATIONAL CENTER Relationship between the number FOR CINEMA AND of clicks generated by an adver- THE ANIMATED IMAGE) tising campaign and the number — of impressions (number of clicks/ Founded in 1946, this public body number of impressions). has been attached to the French ministry of Culture since 1959. Its CLIFFHANGER mission is to collect, analyze, and — ensure the dissemination of all in- Technique that consists of ending formation concerning cinema and the episode or the season of a work audiovisual media to public authori- by an open end, at the moment ties, professional organizations, and when the suspense is at its height. the general public. See multiplex.

CLOUD CNIL — (FRENCH NATIONAL COMMISSION Use of remote servers (generally OF INFORMATION TECHNOLOGY accessible by Internet) to process AND FREEDOMS) or store information. Information is — most frequently accessed through Commission established according a Web navigator. The cloud is a to the French law of January 6, form of file backup. It allows work 1978, CNIL is designed to protect in- on the same document from mul- dividuals from the misuse of digital tiple workstations of various types files.The commission is informed of (laptop or desktop computer, ta- all electronic name file creation and blet, and smartphone). Synonym: has the power to ensure that these cloud computing. are not used to infringe upon funda- mental freedoms. CLUSTER — CO-BRANDING Group of individuals with shared — characteristics resulting from a Association of two non-competing segmentation process. Portion of brands that belong to two different a sample constituted of statisti- companies for a product or line cal individuals grouped along a of products and services tempora- shared characteristic. Example: re- rily (promotional co-branding) or sidences on the same island, per- permanently. sons in the same household.

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COHORTE advertisements between two pro- — grams or during a break within one User group who shares a com- program. mon characteristic identified by a dimension (for example, the first COMMUNITY MANAGER on-site visit), and who are subse- — quently monitored to understand Individual charged with developing the impact of this characteristic. the presence of an organization or company on the Web and on so- COLD PROSPECT cial media. He operates exchange — by managing and coordinating Identified potential client who has forums and ensuring compliance declared or shown an interest for with the community’s rules of good a product or service but whose in- administrative behavior. tent to purchase will be achieved only in the mid to long term. COMMUNITY WALL — COLLABORATIVE Tool that displays real-time mes- CONSUMPTION sages from social networks to — animate an event by stimulating Economic model driven by the use interaction. rather than by the property, that is to say that a good or a service COMPARATIVE is shared, exchanged or rented ADVERTISING between individuals. — Defined by (French) law as, “any COMMERCIAL advertising that compares goods or AGREEMENT services by identifying, implicitly or — explicitly, a competitor or the goods Transparent, tripartite (advertiser, or services offered by a competitor.” media vehicle, media agency) nego- tiation agreement enabling digres- COMPLETION RATE sive rates in circumstances not — stipulated in the general terms and Share of individuals exposed to an conditions of sale (example: in the advertising video who view it in case of an exclusive agreement). its entirety. But it is possible to set other viewing thresholds, so a video COMMERCIAL BREAK completion rate of 50% means that — on average half of the video is seen. Segment of varied duration de- dicated to the emission of filmed

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CONFIDENCE INTERVAL it is essential to put the customer — at the center of the strategic ob- Statistical indicator of the preci- jectives of the company. Synonym: sion of poll results. It is always cal- customer centric. culated and presented in conjunc- tion with a “confidence level”. The CONSUMER INSIGHT confidence interval becomes more — narrow as a sample grows; the Methodology based on qualitative more people questioned, the more or quantitative research and trend precise the results. studies that research the motiva- tions, expectations, and experience CONNECTED OBJECT of consumers in relation to a pro- — duct. Results of consumer insight See Internet of things. can enable adaptation of the pro- duct or of advertising discourse. CONNECTED TELEVISION CONSUMER MAGAZINE — — Television directly or indirectly Magazine developed by a brand or connected to the Internet (especially a set of brands for its clients. It ge- via Wi-Fi) that provides viewers with nerally features articles about the a set of services. These televisions brand and its products, but also edi- grant access to applications (news, torial content on themes linked to or games, practical services such as distinct from the brand. Synonym: the weather, photo services, online brand magazine. See media brand. video) and make it possible to surf the Internet through a browser, as CONSUMER with a computer. PRICE INDEX — CONSUMER CENTRIC Inflation measurement index. It is — used to estimate average price varia- According to Dr. Peter Fader, pro- tion for household products between fessor of marketing at the Wharton two given periods. It is published School of the University of Pennsyl- monthly in the Journal officiel. vania, the consumer centric strategy aligns the development CONSUMPTION UNIT of services and products with the — current needs of a small segment Weighting system that attributes of customers in order to maximize a coefficient to each household their long-term financial value for member, making it possible to com- the company. To achieve this goal, pare living standards for households

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of different size or composition. With require a signature or a PIN, tran- this weighting system, the number sactions sizes on cards are limited. of persons is shifted to a number of See NFC, RFID. consumption units. CONTENT CURATION CONTACT — — Activity that consists of selecting, Key concept of media planning, sorting and sharing the most re- contact is exposure to a media levant content of the Web in order vehicle. The moment of contact is to distribute them in an organized in exposure to the advertisement manner. contained by the media vehicle. CONTRACT CONTACT — DISTRIBUTION Document established between the — advertiser and media agency recor- Plan performance evaluation. Divi- ding the legal relationship between ding members of the target popu- the two parties, the technical spe- lation into those exposed one, two, cificities of the collaboration, and three, n times. Cumulative coverage the terms of payment (potentially at n or more contacts can be analy- linked to performance). This docu- zed (example: five or more contacts ment appoints the agency on behalf coverage) or coverage at strictly n of the advertiser. It is obligatory in contacts (example: five contacts co- France since March 31, 1993 with verage) or the coverage between x the establishment of the Sapin law. and y contacts (example: between See Sapin (law). five and ten contacts coverage). CONVERSION CONTACTLESS — PAYMENT See conversion rate. — Contactless payment is a secure CONVERSION RATE method for consumers to purchase — products or services via debit, cre- Key indicator of effectiveness dit or smartcards (also known as and profitability for the majo- chip cards), by using RFID techno- rity of marketing activity. Rela- logy or near-field communication. tionship between the number of To make a contactless payment, a individuals who have carried out person simply needs to tap their the desired action defined by the card near a point-of-sale terminal. campaign (purchase, visit, mee- Since contactless payments do not ting request) and the total number

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of individuals exposed to the cam- CORE BUSINESS paign. Synonym: conversion. — The primary activity of a business, COOKIE for which it has acquired skills spe- — cific to the provision of products or File placed on the hard drive of a services. Synonym: main activity. user by a server-site as a user consults it. It is mainly used to col- CORPORATE lect data on the user’s navigation COMMUNICATION behavior. The user can refuse the — installation of cookies on his/her All communication that aims to drive or delete them after consul- promote the image of a business ting the site. A cookie enables user or organization (example: financial recognition when he/she returns communication). Corporate com- to a site. Cookies make it possible munication is distinct from brand to automatically access persona- and product communication: the lized pages without signing in or business or organization itself is using capping in an advertising promoted, not (directly) its pro- campaign. A cookie recognizes a ducts and services. Synonym: ins- machine, not a user. titutional communication.

COOKIE MATCHING COST-EFFECTIVENESS — — Technique that reconciles the Criteria that qualifies the relationship cookies from one system to another, between cost and effective reach of whether they come from a DSP, an a media vehicle. Cost per thousand SSP, a DMP or any other source. contacts (or the cost/GRP) defines a media vehicle’s cost-effectiveness. COPYRIGHT Cost of GRP: gross or net negotiated — cost of the insertion or campaign Represented by the © symbol, the divided by the number of correspon- term copyright is defined as the ding GRPs. right reserved to an author or their Cost for 1,000: gross or net nego- assignees which protects the use of tiated cost of the insertion or cam- literary, artistic or scientific work(s) paign divided by the number of cor- for a given number of years. Gene- responding contacts. rally-speaking, the © symbol is fol- Cost for 1,000 based on circulation, in lowed by the name of the copyright press: relationship between a media person as well as the year the right vehicle’s advertising rate and its cir- was issued or the year the work culation expressed in thousands. was published.

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COST OF ENTRY for the evaluation and comparison — of different sites’ advertising rates Cost for a brand or company to in terms of the number of pages enter a new market: investments with advertising viewed. See fixed in advertising, distribution. It can cost-per-thousand-impressions also match the minimum budget purchasing. required to be effective on a media. COUNTERFEIT COST PER ACTION — — Reproduction, imitation, total or See pay-per-lead. partial use of a trademark, design, patent, software or copyright, wit- COST PER CLICK hout the authorization of its owner, — by asserting or suggesting that the See pay-per-click. copy is authentic.

COST PER GROSS COVERAGE AREA RATING POINT — — Geographic space in which it is Amount obtained by dividing the theoretically possible to receive gross or net negotiated cost of an a radio station or television chan- insertion or of a campaign by the nel. Synonyms: broadcast area, re- number of corresponding GRPs. It ception area. is generally calculated for a parti- cular media, most often for televi- COVER PAGES sion. See cost-effectiveness, GRP. (FRONT COVER, INSIDE FRONT COVER, INSIDE BACK COVER, COST PER THOUSAND BACK COVER) — — Expression interpreted two diffe- Placements with set prices in rent ways depending on whether press, magazine. These privileged it is used in the context of traditio- placements cost between one and nal advertising or in the domain of a half and two and a half times the Internet display advertising. In tra- price of an undifferentiated interior ditional advertising, cost per thou- page. Their rate is substituted for sand corresponds to the cost of the basic fee set in the conditions one thousand advertising contacts. when they are requested. It allows cost comparison among different outlets within the same media. For Internet display adver- tising, cost per thousand allows

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CPL CROSS-BORDER (COST PER LEAD) E-COMMERCE — — See pay-per-lead. Online trade done with an e-com- merce website with customers lo- CPM-A PURCHASING cated in another country than the — country where the e-commerce Purchasing based on CPM, but website is located. It is a form of optimized during a campaign for export or internationalization of a CPA (cost per action) objective the activity that does not really re- established by the advertiser. See quire a foreign presence. pay-per-lead. CROSS DEVICE CRACKERS — — Expression used to evoke the ability Category of information technology of an item to be viable on all devices “hackers” who specialize in brea- (desktop, tablet, smartphone). king software protections, particu- larly shareware. CROSS MEDIA — CRAWLER Advertising and marketing prac- — tice that engages multiple media Software robot used by search for the same campaign. The objec- engines to scan websites in order tive of a cross media campaign is to analyze content so as to supply to play on the complementarity of data to the search engine’s index. various engaged media, reaching Each engine uses its own robot. the consumer at the right time for increased effectiveness. CRM (CUSTOMER RELATIONSHIP CROSS SELLING MANAGEMENT) — — Complementary sale. Action consis- Marketing operations or systems ting in proposing, at the moment that aim to optimize the quality of of the act of sale or later, the sale client relations, to increase reten- of a product complementary to the tion and to maximize the turnover purchased one. It thus allows the in- or margin per client. See VRM. crease of the turnover by an increase of the average shopping cart sales. Synonym: cross merchandising.

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CROWDFUNDING CSR — (CORPORATE SOCIAL Way for companies or individuals RESPONSIBILITY) to raise funds for their projects. In — most cases, it is the association of Management concept whereby a large number of people investing companies integrate social and a small amount that allows project environmental concerns in their holders to find the requested funds. business operations and interac- tions with their stakeholders. CSR CROWDSOURCING is generally understood as being — the way through which a company Practice by which brands call on achieves a balance of economic, en- the general public or consumers vironmental and social imperatives to propose and create elements of their marketing policy (brand CST choice, slogan creation, video crea- (FRENCH TECHNICAL COMMISSION tion). Amateur service providers OF THE IMAGE AND THE SOUND) can be rewarded or compensated. — French Association of audiovisual CSA professionals, created in 1944 by (FRENCH SUPERIOR COUNCIL Jean Painlevé. It ensures the qua- FOR AUDIOVISUAL MEDIA) lity of the production and distribu- — tion of images and sound, whether Created in 1989, this council suc- they are designed for film, televi- ceeded the high authority of au- sion or any other media. diovisual communication (1982- 1986) and the national commission C TO C on communication and freedoms (OR C2C) (1986-1989). CSA’s mission is to — guarantee the liberty of audiovisual An abbreviation that describes communication in France. It is also commercial activities carried out charged with assuring the protec- between consumers, particular- tion of minors and respect for plu- ly the sale of second-hand goods. ralist expression of opinions and Auction, fixed-price resale and the dignity of human beings, as well classified-ad websites on the Inter- as organizing radio and television net have enabled C2C to flourish. electoral campaigns, maintaining Synonym: consumer to consumer. rigor in information processing, at- tributing frequencies to operators, and protecting consumers.

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CU CUSTOMER (CONSUMPTION UNIT) REWARDING — — Weighting system that assigns a Relational or promotional mar- coefficient to each member of the keting practice whereby a brand household and which allows to rewards consumers or customers compare the standard of living of for efforts made in a particular households of different sizes or area. Rewards can take the form compositions. With this weighting, of coupons, loyalty points or phy- the number of people is reduced to sical or digital goodies. Synonym: a number of consumption units. customer loyalty.

CUMULATIVE AUDIENCE CYBER MONDAY — — Number or percentage of people Monday that immediately fol- who report having been in contact lows Black Friday. Online retailers at least once with the media stu- dreamt up Cyber Monday to allow died during a given period (program, shoppers who were unable to find time slot, day, week) of any duration. the “great deal” on Friday, to be able to take advantage of equally CUSTOMER interesting promotional campaigns RETURN RATE the following Monday. The expres- — sion “Cyber Monday” is henceforth For a given promotional or direct occasionally used in other coun- marketing operation, the rate of tries like France or Germany for return is the ratio of the number of example. See Black Friday. responses generated/total number of offers disseminated.

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DASHBOARD activity and user behavior during an — Internet search. Synthesizing document that pre- sents and organizes information in DATA EXCHANGE the form of charts and graphs. The — dashboard makes it possible to fol- The act of providing Internet user low the evolution of commercial acti- qualification data on an ano- vity or any other indicator with regard nymized basis to sites (media to fixed objectives, feeding project vehicles/merchants), media sales steering and decision-making. firms, ad networks, or ad ex- changes. Data exchanges are to DATABASE the display ecosystem what me- — gabases were to direct marketing: In marketing, client or potential they qualify Internet users accor- client file that indexes a large ding to demographic criteria, beha- amount of information in a struc- vior, and interests. They ensure the tured and organized fashion: complete anonymity of collected contact details, purchasing beha- data and allow Internet users to vior, demographics. Data can be de- accept or reject the collection and clarative or actual (mainly observed use of data generated by their na- on the Web or on panel). Software vigation. Synonym: data provider. is used to consult and process data. DATAFICATION DATA DRIVEN — MARKETING Datafication is a technological trend — turning many aspects of our lives Term that refers to marketing in- into computerized data using pro- sights and decisions born out of cesses to transform organizations consumer data analysis. Data can be into data-driven enterprises by primary, issued directly from consu- converting this information into new mer monitoring or secondary, as forms of value. See big data. with the tracking of social network

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DATA LAB lization is to communicate nume- — rical information in a clear and Marketing solution to improve cus- pleasing fashion. The final product tomer loyalty techniques. The data could be still or animated. lab takes into account the behavior of the customers and precisely DAUGHTER BRAND describes the consumption habits — for a specific product. Its goal is to Product (or line of products) brand provide answers to problems en- used in complement with a mother countered on a daily basis. brand that acts as its guarantee.

DATA MANAGER DAY PART — — Technical and legal manager of one Expression mainly used in televi- or multiple marketing files. He/she sion mediaplanning. can work for a service provider or Division of a day into multiple time a company with a very significant slots, used to analyze audience with marketing database. This job can respect to a given target. Example: be found in all lines of business, in television, the day is divided into as activity of all kinds generates a four major time slots: large quantity of data each day. – 3:00 a.m. to 6:00 p.m.: day time, time slot that covers morning, DATA MINING midday, and afternoon; — – 6:00 p.m. to 8:30 p.m.: access pri- Data mining includes all technolo- me time, time slot before prime gies capable of analyzing marke- time; ting database information to find – 8:30 p.m. to 10:30 p.m.: prime time, information useful to marketing ef- portion of the timetable that forts as well as potential significant, includes the evening’s “main pro- useable correlations among data. gram” and covers peak viewing Data mining requires very powerful times; computer systems (generally mul- – 10:30 p.m. to 3:0 a.m.: night time, tiprocessors) in order to enable all time slot following prime time possible calculations, filters, syn- covering the end of the evening theses, and interpretations. and the night. Synonym: time slot.

DATA VISUALIZATION — Study and creation of graphics that enable data representation. The main objective of data visua-

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DAY TIME tisers in order to increase price — pressure for their providers. Time slot in television, from 3:00 a.m. to 6:00 p.m. that covers DEDUPLICATION morning, midday, and afternoon. — See day part. Operation that consists of counting only once an individual exposed to DCO an advertisement through multiple (DYNAMIC CREATIVE media vehicles. OPTIMIZATION) — DEONTOLOGY Practice by which digital adverti- — sing creations (banners, Facebook Set of rules or duties governing the ads, video, etc.). are automatical- conduct of individuals and organiza- ly optimized in real time as they tions operating in the same industry. are delivered. The DCO makes it possible to adapt the advertising DESIGN banners displayed on a site ac- — cording to the user who visualizes Discipline aimed at harmonizing them. The goal is to display the the human environment, from the right message at the right time to design of everyday objects to ur- the right person. The DCO aims to ban planning. maximize the click-through rate and/or conversion rate on the ad- DESIGN THINKING vertiser’s site. — Design thinking refers to creative DEADLINE strategies designers use during the — process of designing. It is an itera- Date or time before which so- tive process in which we seek to mething must be done. Synonym: understand the user, challenge as- closing date. sumptions, and redefine problems in an attempt to identify alternative DECOUPLING strategies and solutions that might — not be instantly apparent with our Advertising film production pro- initial level of understanding. Design cess that breaks down the four thinking revolves around a deep in- major steps (creation, production, terest in developing an understan- post-production, and local adap- ding of the people for whom we’re tation) and assigns them to diffe- designing the products or services. rent agencies. This process was It helps us observe and develop em- imposed by certain global adver- pathy with the target user.

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DGMIC DIGITAL DELIVERY (FRENCH GENERAL — DIRECTORATE OF MEDIA New way to provide audiovisual me- AND CULTURAL INDUSTRIES) dia content (mainly filmed adverti- — sements or any other program) to Within the Ministry of Culture and broadcasters (radio stations, tele- Communication, the general direc- vision channels) to be inserted into torate of media and cultural indus- their broadcast schedule. This mode tries (DGMIC) defines, coordinates of delivery uses fiber optics to send and evaluates the State policy for voluminous digital files from one the development of the media plu- point to another in a secure fashion. ralism, of the advertising industry, of all digital communication services DIGITAL NATIVE to the public, of the phonographic in- — dustry, of books and reading, and of Person who grew up in a digital en- the cultural economy. It follows the vironment during the advent of the activities of the national center for Web 2.0. cinema and moving image. See CNC. DIGITAL TRACKING DIGITAL — — Act of tracking a website visitor. It Coding standard based on a binary is possible to know the visit’s route translation of information. For as well as visit times and dates. images, the smallest unit is the Tracking can be enacted in real time pixel, which has a corresponding or retroactively. Tracking can also set of values such as color concern the observation of an In- intensity. A signal is called digital ternet user’s reactions and actions if it is discontinuous, in that it can following exposure to an advertise- take on only a finite number of ment or reception of an email. values at any precise moment. The associated magnitude is quantified DIRECT MAIL with a number. Digital broadcast — is becoming an essential mode of See mailing. television broadcast today, whether by cable, satellite, or airwaves. DIRECT MARKETING Digital signals are defined in — opposition to analog signals. All personalized or individualized marketing techniques that aim to prompt a more or less immediate response from the recipient (order, request for estimate, call).

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DIRECTIONAL DISTRIBUTION/ BILLBOARD SAMPLING — — Long-term display forms through Distribution of paper-form promo- which directional billboards drive tional offers or product samples at passing customers to points of sale. a given moment in a certain place or Directional billboards are often used geographic zone in order to create in the fast food or retail industries. direct contact with a precise target.

DISCOUNT OFFER DIY — (DO IT YOURSELF) Direct/promotional marketing offer — proposing an immediate or deferred Term that refers to a principle of discount (in percentage of the pur- marketing a good or a service for chase value or as an absolute value). which all or part is left to the load of the buyer and does not come un- DISPLAY der the intervention of a professio- — nal. It may for example be a good Internet advertising that uses gra- sold in parts and whose assembly phic or visual elements, taking is left to the charge of the indivi- the form of a banner in a range of dual who makes the purchase. possible formats (simple banners, skyscrapers, squares, pop-up, DMP page formats, interstitials...). Dis- (DATA MANAGEMENT PLATFORM) tinct from search, or commercial — text links. See search. Technological platform that makes it possible to process and manage DISTANCE SELLING the anonymous data used for ad- — vertising targeting, including demo- All sales operations characterized graphic profiles, interests, or pur- by distance separating the produ- chase intentions. These data can cer (or distributor) and the buyer, come from advertisers (first party enacted by catalog, telephone, data), from the exchange or sale of newspaper ad, direct mail, or elec- first party data between businesses tronic media. The buyer pays for (second party data), or third party his order by check, money order, data and enable the establishment credit card, or cash on delivery. Sy- of decision-making rules. See first nonym: mail order. party data, second party data, third party data.

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DNA movement of the customer by car. (BRAND) Since the 2000s, the term is also — used to describe a method of dis- “Genetic” heritage of a brand. The tribution of consumer goods, com- expression “Brand DNA” empha- bining a pre-order on a website, sizes a brand’s unchanging cha- then the recovery of purchases at a racteristics, present since its ori- given address and a given time slot. gins and ingrained in the hearts and minds of its consumers. DRIVE TIME — DOOH Time slot after lunch time in ra- (DIGITAL OUT OF HOME) dio, generally from 05:00 p.m. to — 08:00 p.m. and covering the end of DOOH, or outdoor digital commu- the evening. nication, designates digital adver- tising, all means for digital com- DROPBOX munication available outside of the — home. See OOH. Program that makes it possible to share and synchronize – between two DPO or multiple computers – files placed (DATA PROTECTION OFFICER) in a directory on one computer. — A data protection officer is a posi- DROP CAP tion within a corporation that acts — as an independent advocate for the Large capital letter that can be proper care and use of customer’s placed at the beginning of a para- information. The role of a data pro- graph. Synonym: dropped initial. tection officer was formally laid out by the European Union as part of its DSP General data protection regulation (DEMAND SIDE PLATFORM) (GDPR). The DPO keeps up on laws — and practices around data protec- Technological optimization platform tion, conducts privacy assessments that makes it possible for an adver- internally, and ensures that all other tiser or media agency to purchase matters of compliance pertaining to display inventories proposed by data are up-to-date. See GDPR. various ad exchanges in real time through a single interface. See ad DRIVE exchange, SSP, trading desk. — Expression used to describe a distribution concept designed for

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DTC DUMPING (DIRECT TO CONSUMER) — — Practice of a company or a state Direct to consumer marketing is de- selling a cheaper product abroad fined as promotion of product direc- than in the domestic market. tly from manufacturer to consumers without involving the intermediaries DUPLICATED AUDIENCE in the process. These models are — nothing new but the e-commerce Audience common to two media gave them a new breath. vehicles/screens, generally ex- pressed as a percentage of one of DTP the two vehicles/screens. (DESKTOP PUBLISHING) — Procedure for performing all edi- ting, layout and image processing tasks on a PC.

DTT (DIGITAL TERRESTRIAL TELEVISION) — Technological evolution in tele- vision broadcasting founded on the broadcast of digital television signals through a network of ter- restrial hertzien retransmitters. The digital process makes it pos- sible to emit five or six channels per frequency, whereas the analog process only allowed the emission of one. Digital terrestrial television makes it possible to reduce the occupation of the electromagnetic spectrum by using more efficient modulations, obtaining a better quality image. The commercial launch was on March 31, 2005.

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E-ADVERTISING Example: “The first hundred res- — pondents will receive a pen” or Inserting advertisements into “For any answer before...” webpages. E-advertising mainly includes: EARNED MEDIA – display: likened to traditional — advertising, inserting banner-type See POE. advertisements (banners, pop-up, page coverages, interstitials, rich E-BOOK media...) into medium sites that — sell their audiences; Electronic version of a traditional – search: commercial links that ap- print book that can be read by using pear on a search engine’s results a personal computer, a smartphone, page based on keywords typed by a digital tablet or by using an e-book Internet users, or that are present reader. See e-reader. on content websites and targeted according to the theme of each page E-COMMERCE (contextual links). See: display, SEM. — Commercial transactions (pur- EARLY ADOPTERS chase, sale, and exchange) of — goods and services enacted remo- Expression designating individuals tely through electronic and digital particularly inclined to adopt a new networks, especially the Inter- product, technology, or innovation, net. Electronic commerce covers before everyone else. three aspects: providing product information, taking orders, and EARLY BIRD fostering loyalty. E-commerce has — become the main channel for re- Promise of premium or additional mote sales, which is why the term benefit granted to the first consu- correspondence sales has been re- mers who will buy a good or who placed by remote sales. See elec- will order it before a certain date. tronic commerce.

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ECONOMETRICS implements systems for the ac- — quisition, indexing, filing, storage of Method of analysis of economic information, access and release of data that, through the use of sta- documents. tistics, seeks to establish rela- tionships of a mathematical nature EFFECTIVE AUDIENCE/ between the phenomena studied EFFECTIVE REACH (for example, relation between the — marketing activities and the sales Set of persons exposed to an ad- of a product). vertising vehicle who belong to the target population, expressing ECONOMY OF SCALE the vehicle’s power with the given — target. The figure can be expressed Principle of decreasing the unit cost in thousands of individuals or in of production of a product or service percentage. by increasing the volume of produc- tion. The more a product is manu- E-HEALTH factured, the lower the unit costs. — Application of information and EDITORIAL communication technologies to — all health-related activities. All Feature or commentary article health-related means, services and that expresses the position of the practices based on new information publisher or the editorial staff on a technologies and communication. topical subject. ELECTRONIC EDITORIAL COMMERCE ADVERTISEMENT — — Also called “e-commerce”, all com- Newspaper advertisement pre- mercial transactions carried out on sented to resemble an article by the Web. See e-commerce. a journalist. ELEVATOR PITCH EDM — (ELECTRONIC DOCUMENT A short speech whose length does MANAGEMENT) not exceed that of a ride in a lift. By — extension, this term is also used to Computerized method for organi- describe a short sales presenta- zing and managing electronic in- tion made to a prospect. The idea formation and documents within is to get across the benefits of an an organization. The EDM mainly offer or a service in a ewf seconds.

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EMAIL RETARGETING force his/her capacity for action, to — emancipate himself/herself. Retargeting campaign that uses email. Emails are adapted to a vi- EMPOWERMENT sitor’s behavior on the site and MARKETING highlight a product or service offer — that meets the visitor’s needs (pro- Marketing version that (re)gives ducts that were placed in the shop- power to the consumer. Empower- ping cart, promotions...). ment is primarily a managerial ap- proach that consists of accepting E-MARKETING the idea and putting into practice a — sharing of information and power Discipline based on a set of tech- with employees of a company and niques applied to the promotion of with consumers. products, services or information media via the Internet. Synonyms: ENCRYPTION digital marketing, interactive mar- — keting, webmarketing. Process that codes data, such as bank account numbers, in order to EMEA make them unreadable and there- (EUROPE, MIDDLE EAST, AFRICA) fore unusable in case of their mi- — sappropriation. EMEA is a label that many global firms use when dividing their ope- ENGAGEMENT rations by geography. — Tied to marketing of permission EMOJI (versus marketing of interruption), — engagement consists of creating Japanese term that associates content toward which the audience two words: “e” which designates naturally gravitates because of the “an image” and “moji” for “a let- interest or affinity that it presents ter”. These are pre-registered pic- in light of an audience’s tastes or tograms or smileys used in email passions. Content called “enga- messages and webpages. Emoji ging” aims to generate interaction are an expression, a feeling or an with the brand’s community, going object of everyday life. beyond the search for visibility.

EMPOWERMENT E-READER — — Process by which an individual or a Tablet for storing and reading di- group acquires the means to rein- gital publications, whose display is

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based on e-paper and e-ink (elec- EST tronic ink) technologies. Synonym: (ELECTRONIC SELL-THROUGH) reading tablet. — A method of distributing digital E-REPUTATION products where consumers make — a one-time payment for down- See online reputation. loading a media file, storing it on a hard disk, and then using it as ESOMAR many times as they want. (EUROPEAN SOCIETY FOR OPINION AND ETHEREUM MARKETING RESEARCH) — — Launched in 2015, Ethereum is a Although founded in 1947 with a decentralized software platform but European scope of activities, ESO- also a programming language run- MAR is now a global organization ning on a blockchain, helping deve- for the market and insights re- lopers to build and publish distri- search professionals. ESOMAR has buted applications. Ethereum uses established an international code its own cryptocurrency: the ether. of ethical practices, the ICC/ESO- See bitcoin, blockchain. MAR international code for social and market studies, in collabora- ETI tion with the International cham- (MEDIUM-SIZE ENTREPRISE ber of commerce. All members IN FRANCE) of the association must agree to — respect this standard as well as Intermediate business category the ESOMAR ethical codes, in their between SMEs and large enter- daily practice of studies. prises. An ETI has between 250 and 4,999 employees, and either a tur- E-SPORT nover not exceeding 1.5 billion eu- — ros or a balance sheet total not ex- Competitive tournament of video ceeding 2 billion euros. See SMEs. games played by professional ga- mers. Tournaments and events are EURO ZONE hosted around the world or online — where players (gamers) compete Geographic set consisting of the in selected games for prize mo- 19 countries of the European Union ney or similar awards. Synonyms: (Germany, Austria, Belgium, Cyprus, competitive gaming, electronic Spain, Estonia, Finland, France, sports, professional gaming. Greece, Ireland, Italy, Latvia, Lithua- nia, Luxembourg, Malta, the Nether-

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lands, Portugal, Slovakia and Slove- EXPOSURE nia) that have adopted the euro as (NUMBER OF EXPOSURES) their national currency. Several cri- — teria are requested to join the euro Advertising exposure is a presen- zone: these are the convergence tation of an advertisement to the criteria of the Maastricht Treaty. consumer. Advertisers – ranging from agencies to small-business EVENT COMMUNICATION owners – attempt to estimate the — number of exposures necessary to Communication tactic based on achieve their objective. The gene- the creation of events that aim to ral advertising objective is to moti- be spectacular and out of the ordi- vate consumers to buy or use your nary. It is distinct from other forms product or service, change their of communication in its dynamism thinking about your brand, or build and brevity. Its objective is to pro- excitement. mote a brand, label, or product in a striking setting that confers an EXTRANET exceptional impression. — External network that uses IP tech- EVENT LOGISTICS nology. It makes it possible for a — company or body to exchange di- Includes the management and the gital information with its main cor- provision of resources (preparation respondents (subsidiaries, clients, of infrastructures, vehicles, mate- providers). rials), the organization of the delivery of products (material means, equip- EXTRAPOLATION ment, tools...) and of people to the lo- — cation where an event will take place, Principle by which the results of a and the organization of its progress. survey carried out with a sample can be generalized for the entire EXPANDABLE BANNER population under study. — On the Internet, an advertising ban- EYE TRACKING ner that grows when the mouse — pointer hovers over it or stops on Technique that makes it possible to it. Synonyms: expand banner, inte- follow the gaze’s trajectory. Used, for ractive animated banner. example, to analyze perception of a webpage in order to examine areas EXPAND BANNER for improvement. See heatmap. — See expandable banner.

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5G 4G (5TH GENERATION) (4TH GENERATION) — — 5G simply stands for fifth gene- 4G is the fourth generation of mo- ration and refers to the next and bile telephone standards. It is the newest mobile wireless standard. successor of 2G and 3G. It enables, 5G will elevate the mobile network “very high speed mobile”, or data to not only interconnect people, but transmission at theoretical bit also interconnect and control ma- rates superior to 100 Mb/s and chines, objects, and devices. It will even superior to 1 Gb/s (minimal deliver new levels of performance rate defined by UIT for IMT-Ad- and efficiency that will empower vanced specifications). new user experiences and connect new industries. 5G should be de- 4K ployed in France in 2020. — 4K refers to several very high- 5V resolution image definitions used — in the video industry: cinema, TV, Reference to volume, velocity, variety, monitors, VOD platforms, ultra HD veracity, value, the five keywords as- Blu-ray players, game consoles, sociated with big data. Volume be- etc. The 4K resolution of television cause the amount of data generated sets is slightly different from that by companies or individuals is stea- used in the cinema industry as the dily increasing. Velocity or speed be- image format is not the same: 4K cause data processing must be done TV sets with a 16:9 format have a often in real-time or as quickly as resolution of 3,840 by 2,160 pixels possible. Variety because data comes while, in cinemas, it is possible to in a variety of formats and comes find 4K images whose resolution is from multiple sources. Veracity re- 4,096 by 2,160 pixels. See UHD. fers to the reliability of the data. Value for evaluating the profitability of data collection. See big data, megadata, 3V.

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FAB LAB FAKE — — Abbreviation for fabrication labo- Another word for false or wrong. ratory. Collaborative spaces open However, this term comprises se- to the public, making tools and veral definitions. The first directly knowledge available to them in applies to objects. For instance, a order to produce and create (“in- forgery (counterfeit trainers, per- dustrial” or artistic objects, com- fume, T-shirts, etc.) is fake. The puter programs). Different fab labs second definition concerns fake combine five functions correspon- accounts (particularly on Twitter ding to five different communities: or Facebook): in this case, anony- simple discovery of the capacity to mous people who pretend to be ce- make or to build, geared toward lebrities. Finally, there is the case children or amateur handymen; of “fake news”, which is used to education through action, designed describe information that is delibe- for schools and universities; ra- rately false or altered and emitted pid prototyping, for entrepreneurs by one or more media outlets, an and creators; local production, organization or an individual. mainly for the needs of developing countries but also for artists, de- FAQ signers, or craftsmen not seeking (FREQUENTLY mass-production series; and in- ASKED QUESTIONS) novation/invention of tomorrow’s — objects, spaces, and forms. On certain websites, a list of ques- tions on a precise subject accom- FACE panied by their responses. FAQs — make it possible to avoid constant- The surface area on an outdoor ly having to respond to the same structure where advertising copy questions that are always asked. is displayed. Can also be referred to as a “panel” or “unit”. A structure FAVICON may have more than one face. — Mini visual/icon which is most FACE-TO-FACE frequently displayed in browser — address bars. It is generally a logo Technique for administering indivi- and is positioned at the beginning dual data collection questionnaires of addresses of websites which delivered by the interviewer in the have been saved as favourites in presence of the respondent. browsers. It promotes website vi- sual identity and memorization.

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FEATURED SNIPPETS present the strongest potential for — direct marketing campaigns. Featured snippets are results that are generated by Google from the FILMOGRAPHY content of pages available in speci- — fic search results. They are featured List of cinematographic works in in the upper part of the page and are which an actor, a director, a musi- present, known to the SEO industry, cian or a technician participated. as the “zero position”. This results are supposed to provide users with FINAL PROOF a concise, direct answer to their — questions. See natural referencing. Document submitted for signa- ture by a printer, router, or media FEVAD vehicle to a communication agen- (FRENCH ASSOCIATION cy or an advertiser. It presents the OF E-COMMERCE AND document set for print or routing REMOTE SALES) for the client to validate before — launching the printing process or Organization created in 1957 whose the campaign. objective is to give business infor- mation and to connect e-commerce FINGERPRINTING and remote sales actors, regard- — less of sector and communication Technique of identification and vehicle used. tracking of the Internet user, or the mobile Internet user, based on a FIBER OPTIC unique digital fingerprint. — Network that carries digital data FIREWALL in the form of light impulses, and — therefore at the speed of light. It is Computer tool (hardware and/or made of an extremely thin glass software) designed to protect the cylinder (the core strand) surroun- data of a network (protection of a ded by a concentric layer of glass personal computer connected to (the sheath). the Internet for example, or pro- tection of a corporate network). It FILE SEGMENTATION ensures the security of network — information by filtering inputs and Statistical technique that makes controlling outputs according to it possible to segment files and to rules defined by the administrator. identify the segments of a file that

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FIRST LOOK FIXED RATE SPACE — — Priority access given to an adver- Space with a rate that includes a tiser in the RTB purchase proce- charge for multiple placements that dures. See RTB. cannot be separated. Examples: 1st, 2nd, and 3rd spreads of a FIRST PARTY DATA newspaper, first spread of an in- — sert, central spread, first page after In the domain of Internet adverti- a section break... sing, information acquired about Internet users visiting a website. FLAGSHIP These behavioral (intent to pur- — chase, interests) or declarative (age, Notion that defines the most si- socio-economic category) data are gnificant element of a group (of directly collected by the publisher products, for example), a real em- of the media vehicle site (registra- blem. More broadly, the flagship tion form, cookies...). See DMP, se- store acts as display-window for cond party data, third party data. the brand that it is dedicated to, the incarnation of the brand’s territory, FIXED COST mission, image, and values. PURCHASING — FLAP Purchase system that involves — paying a fixed sum of money for Part of the jacket of a book which, a given period of time. Most often, by folding inward, allows to asso- advertising space is purchased ciate the jacket to the cover. The exclusively. covers themselves may also have flaps (often used to give informa- FIXED COST-PER-THOU- tion about the author or the book). SAND-IMPRESSIONS PURCHASING FLASH — — Purchasing price of advertising Visual and sound animation tech- space for a primary site adjusted nology that allows animations in to 1,000 pages seen with adverti- order to make webpages interac- sing on the site. This metric makes tive. The Flash format is used on it possible to evaluate and com- websites, for advertising creations pare different sites’ advertising or for games. rates according to the number of pages seen with advertising. Syno- nym: cost per thousand.

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FLASHCODE FLOATING TIME — — See QR code. Purchase of television advertising space with a limited possible range FLASHMOB of exposures for a given target. — In exchange for a discount of as Flash mobilization. Operation that much as 50%, the sales firm will consists of gathering in a specific propose definitive scheduling a few place (a public place in general) days before it starts. This practice and at a given time, the largest extends to radio within post-Sapin number of people to conduct a col- law rates (in France). Scheduling lective action for a few minutes. conditions vary by sales firm.

FLASH SALE FLOOR PRICE — — Discount or promotion offered by Value below which a good or ser- a store for a short period of time. vice can’t be sold. In programmatic The quantity is limited, which often buying, floor price or eserver price: means the discounts are higher or minimum price below which the more significant than run-of-the- auction will not be taken into ac- mill promotions. count by the seller.

FLAT TAB FOMO — (FEAR OF MISSING OUT) Classification of observed values — according to a single criteria. Refers to the fear of missing im- portant information or an impor- FLIP BOOK tant event. — Publication of collected images FOOTER designed to be leafed through in — order to give the impression of Bottom part of a website generally movement and create an animated reserved for the display of specific sequence from a simple small information: the legal notice, the book without using a machine. The address of the company, the access flip book format makes it possible to a contact form, etc. to leaf through an Internet site of paper publications, catalogues, FORMAT brochures, menus, bulletins... — In all media, the advertisement’s dimensions and/or the technical

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elements to be provided to the me- services. The freemium business dia vehicle for the advertisement’s model allows a consumer to re- reproduction. ceive basic services for free, but requires them to pay for any FORUM service deemed to be premium. — The forum is a virtual space in F2P which anyone can express them- (FREE TO PLAY) selves. It can be integrated into a — website (then called a “forum”) or Free to play refers to a business exist apart from a site (then called a model for online games in which “newsgroup”). Each member leaves the game designers do not charge a message that all of the others can the user or player in order to join the consult and decide whether or not game. Instead, they hope to bring in to reply to, aware that this response revenue from advertisements or will also be visible to all. in-game sales, such as payment for upgrades, special abilities, special FOUR COLOUR items, and expansion packs. PRINTING — FRENCH DOOR Four colour printing: yellow, cyan, — magenta, and black. Basic colors Advertising space sold by ma- which permit to print all colors, gazines, that takes the form of a when they are combined. double flap on the cover or within the magazine itself. FRANCE PUB — FRONT OFFICE French company owned by Havas, — that publishes, in collaboration In IT, the front office is the section with IREP and Kantar Media, an an- of a website that can be seen by In- nual barometer on communication ternet users. See back office. expenditure in France. It is called BUMP (barometer unified of the FRONT SECTION advertising market) since 2018. — In manufacturing, a magazine’s four FREEMIUM “cover pages”. — Freemium is a combination of the words “free” and “premium” used to describe a business model that offers both free and premium

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FTP FUNNEL (FILE TRANSFER PROTOCOL) — — Expression designating the different Dedicated procedure and platform steps that an individual is supposed for transmitting and receiving files. to follow before and after purchase. FTP sites are not websites but real Synonym: purchase funnel. data libraries with access limited by their creator so as to avoid FUNNEL congestion. (APPROACH IN) — FULLSTACK AD SERVER Principle or approach that consists — of apprehending a problem, a sub- Integrated solution that allows to ject, a questionnaire in a general handle multiple ad servers and to way and then progress toward manage, arbitrate and optimize the particular. all modes and sales channels of a publisher.

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GAFA GDPR (GOOGLE, APPLE, (GENERAL DATA FACEBOOK AND AMAZON) PROTECTION REGULATION) — — Acronym for the four US giants of the European directive on the protec- fixed and mobile Internet which are tion of personal data. Its goal is Google, Apple, Facebook and Ama- to standardize the data protection zon. See BATX, NATU, uberization. regulations at European level, to make businesses more accoun- GAMIFICATION table and, above all, to strengthen — the rights of the individuals (access Technique that relies on the ga- right, right to be forgotten, right to mes uses (and more specifically portability, etc.). the video game) to stimulate an interaction with the user. It can GENERAL TERMS AND apply to marketing, advertising CONDITIONS OF SALE or e-learning. Adding an entertai- — ning touch to a specific action en- Established by media sales firms, courages the person to perform the general terms and conditions that action. of sale legally identify all pricing conditions. These are the rules that GATEFOLD media vehicles establish to apply — unilaterally with media agencies and Advertising format that takes the advertisers. Since March 31, 1993, form of an extra jacket which part- French agencies are obligated to ly covers a magazine, a newspaper submit them to advertisers in a ser- or a book. Depending on the case, vice contract. See Sapin (law). the gatefold changes or not the ap- pearance of the main item of the media. See French door.

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GEOLOCATION symbols, layers...) which can be — used on the various communica- Technical process that makes it tion media of the company. possible to geographically locate re- cipients of a marketing message on GROSS MARGIN a mobile phone or website visitors. — Difference between a product’s GEOMARKETING sales price and its cost of produc- — tion (cost of a good’s or service’s Geographic information system that production and distribution). makes it possible to qualify geogra- phic micro-zones in order to mo- GROSS dulate investment in these zones PURCHASE BASIC according to the characteristics of (PRICE) the individuals that comprise them. — Corresponds to the gross price GIF actually purchased to the media. (GRAPHICS INTERCHANGE Off position. FORMAT) — GROSS Image format mainly used for NEGOTIATED RATE webpages and for the most basic — advertising creations. GIF’s flexi- Gross rate actually paid to media bility also makes it possible to vehicles. It is the gross amount create animations from only a few including improvements obtained images, called “animated GIFs”. during the campaign: floating, loo- ping opportunities, compensation, GRANULARITY promotions... (OF MEASUREMENT) — GROWTH HACKING Corresponds to the most acute le- — vel of information that can be ob- Imaginative and creative marketing tained through collection or resti- technique to stimulate new growth tution of data. drivers. This concept, imported from the United States, allows bu- GRAPHIC CHARTER sinesses, particularly start-ups, to — optimise their products and quickly Working document gathering the increase revenue growth. recommendations of use and the characteristics of the different gra- phic elements (logos, colors, fonts,

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GROWTH RATE be calculated by adding the pene- — tration (expressed in percentage) Measurement of changes in ma- of each of the plan’s components, gnitude (GDP, turnover, salary) or by multiplying the total coverage from one period to another (month, by the average repetition. See cost quarter, year). Generally expressed per gross rating point. as a percentage. GUERILLA MARKETING GRP — (GROSS RATING POINT) Set of unconventional marketing — actions at low budget. Usually used Pressure index for a communica- by advertisers who can’t afford to tion campaign, making it possible launch a big marketing campaign. to ascertain a media plan’s power. Synonym: street marketing. Number of contacts achieved per 100 members of the target popu- lation (total number of contacts/ target population x 100). It can also

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HACKATON do not check them, from one of the — characteristics that had previously Contraction of “hack” and “mara- been considered positive (or nega- thon”. A collaborative computer tive). In marketing: impact (often programming event. The gathering on sales) of the communication of of computer specialists for several a product on other products of that days and at least one night (often range, or the whole of the range. organized over a weekend) to colla- borate on cutting-edge and innova- HAMBURGER MENU tive computer programming topics. — The hamburger menu is a name HACKER given to the menu icon found in — newer programs and websites Individual who breaks into a com- that hides the traditional file menu. pany’s computer system or remo- Alternatively referred to as the hot tely changes a website’s content dog menu or three-line menu, using (hijacking the home page, com- the hamburger menu makes it ea- mercial file theft, bank data theft). sier to view program options on mobile devices. The icon ( ) gets its HALO EFFECT name because it looks like a ham- — burger or a top and bottom bun with Cognitive bias based on the selec- a meat patty in between the buns. tive interpretation of information Synonym: hamburger icon. that goes in the direction of the impression first felt on its environ- HANGOUTS ment or on one of its characteris- — tics, and which seeks to reinforce it. Instant messaging and video confe- The halo effect is that tendency to rencing platform integrated into make the characteristics of a per- Google+. son, a group, a brand more positive (and conversely more negative)... even if we do not know them, or

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HASHTAG HOAX — — Marker used on social networks. Term that designates false infor- The hashtag or # is associated with mation or unfounded rumors circu- a keyword or group of words to lating on the Internet, particularly share content. by email.

HEADER HOMEPAGE — — On a webpage, the header is the top Entry page for a website, displayed portion of a webpage that contains by default by the server when a vi- the company name and logos. A sitor enters the site’s domain name. good header makes the website easier to navigate and creates a HOSTING consistent browsing experience. — See footer. Service that makes it possible to place website data on a machine HEADER BIDDING in order to make it accessible — by Internet. Header bidding is an advanced programmatic technique wherein HOTLINE publishers offer inventory to mul- — tiple ad exchanges simultaneously Telephone number free to users before making calls to their ad ser- calling from landlines for which use vers. The idea is that by letting mul- is billed to the holding companies. tiple demand sources bid on the same inventory at the same time, HOT PROSPECT publishers increase their yield and — make more money. Synonyms: ad- Potential client for a company who vance bidding, pre-bidding. has recently expressed interest in the company’s offering or an in- HEATMAP tent to purchase in the company’s — business sector. Representation of the areas of a web- page that retained a user’s gaze and HOTSPOT the duration that the gaze remained — fixed using a color palette, represen- Abbreviation for wireless Internet ting the most appealing elements in hotspot: public place providing ac- hot colors and the least appealing in cess to a wireless Internet network cold colors. See eye tracking. for laptop computer and/or mobile device users. Hotspots are generally

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high traffic areas with clear boun- (forecast HR needs, staff turno- daries (examples: public gardens, ver, talents required for the future) cafés, hotels, stations, airports, and take operational and strategic libraries, etc.). decisions more easily by relying on streamlined information. HOUSEHOLD — HTML All occupants of the same residence, (HYPERTEXT not necessarily linked through fa- MARKUP LANGUAGE) milial relation (example: instances — of cohabitation). A household can be Programming language that makes composed of a single person. it possible to conceive webpages. See navigator. HOUSEHOLD ACTUAL FINAL CONSUMPTION HTTP — (HYPERTEXT Expression that includes all the TRANSFER PROTOCOL) goods and services acquired by re- — sidents of a household for the sa- Mode of communication used on tisfaction of their needs, whether the Web between client software or not these acquisitions were an (which requests information) and object of expenditure for them. the server (which provides it). Each time that a user requests access to HOUSEWIFE a page, an HTTP request is sent to — the server which returns the cor- Woman responsible for household responding HTML document. purchases, whether or not she pursues a professional activity. The HTTPS term, today a little obsolete, is gra- (HYPERTEXT TRANSFER dually replaced by that of primary PROTOCOL SECURE) household shopper. See primary — household shopper. HTTPS is a secure version of HTTP. It is a method for ensuring se- HR ANALYTICS cure communication between a — user’s browser and a web server. Methods in which the volume It is often recognised as showing of HR-specific data, collected by a green address bar or padlock in different information systems, is the browser window to indicate a optimally used. Extensive ana- secure connection. lyzes make it possible to under- stand and anticipate social trends

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HUB HYPERTEXT — — Physical logistic structure where Consultation system that makes several logistic flows (mainly pro- it possible to easily and intui- ducts or individuals) are conveyed tively navigate the Web. Pages are in order to be sorted, organized, connected by hypertext links: word controlled and redirected. Hotspot or group of words that make it pos- where multiple communications sible to move from one webpage to are joined and connected. another when they are clicked on. A link is underlined and most often identified by a color that is distinct from the rest of the text.

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IAB field of the free games applications. (INTERACTIVE The in-app purchase is then one of ADVERTISING BUREAU) the components of their monetiza- — tion. The in-app purchase may for Global association with national example involve the purchase of offices dedicated to optimizing additional levels or of virtual ac- the use and effectiveness of ad- cessories compulsory to succeed in vertising on the Internet media. the game. See VAST, VPAID. IN-BANNER VIDEO IDENTIFIER — — Advertising video disseminated All characteristics that make it within classic formats such as the possible to describe and charac- banner and the rectangle ad. The terize the person or household video launches automatically but responding to a survey. It could be the sound is off by default. It plays demographic criteria or consump- by passing the mouse over it or by tion and ownership data. Synonym: clicking a button. identifying information. INBOUND MARKETING IDENTIFYING — INFORMATION Form of marketing that allows — the client to come to the business See identifier. rather than the business seeking out the client as with traditional IN-APP PURCHASE forms. This concept is connected — to permission marketing, in which Purchase that can be made wit- the client’s permission must be hin a mobile application. Apart obtained before he is solicited. from e-commerce applications, for which the in-app purchase is natu- ral, this term is mostly found in the

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INBOUND SERVICE INDICATOR (TELEMARKETING) — — Figure or index that enables the Telemarketing campaign in which analysis of the various compo- the advertiser disseminates a mes- nents or dimensions of a phe- sage with an offer and telephone nomenon. In audience research, number via television, print me- the major indicators used are cu- dia, product packaging, mailing... mulated audience, average au- Interested individuals call the dience, individual, household, or telephone number to benefit from listener viewing/listening time, the offer and come into contact and audience share, etc. with a telemarketer. INFLATION INCENTIVE — — Loss of purchasing power for a cur- Stimulation techniques that aim rency that translates to a general to develop and then to maintain and sustained increase in prices. the motivation of all the staff of a company. These may be informa- INFLIGHT MEDIA tion meetings, quizzes, seminars, — travels, gifts... It can sometimes be Advertising media distributed and extended to its consumers. viewed in aircraft. Originally, the term inflight media meant only ma- INCREMENTAL SALES gazines specifically designed for — aircraft passengers. The term can Volume of the additional sales al- now also refer to other potential ad- lowed by a promotional action or vertising media: any other marketing action. – Wi-Fi sponsorship on board; – integration on the flight tracking INDEX map; — – display on programs broadcast on Indicative figure that makes it the screen behind the seats; possible to define certain factors – display on luggage lockers (usually (example: turnover, purchasing low cost companies). power, appeal) in relation to a base value. An index of more than INFLUENCER 100 indicates that one criteria is — over-represented. In a marketing context, an influen- cer is an individual whose status, position or media exposure can influence consumer behavior in

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a given universe. This potential INITIALIZED power over consumption justifies (POPULATION) the fact that brands and organi- — zations are willing to collaborate All individuals or households that more or less directly with influen- receive a given television channel. cers in the context of specific mar- keting actions and operations. INPI (FRENCH NATIONAL INSTITUTE INFOMERCIAL OF INDUSTRIAL PROPERTY) — — Combination of the words “informa- French self-financed public body, tion” and “commercial”. Very long under the authority of the French format television advertisement: ministry responsible for industrial four to five minutes in France, up property, the INPI takes part in to twenty minutes in the United drawing up and implementing pu- States, where it takes the form of a blic policies in the field of intellec- teleshopping program dedicated to tual property, support for business a single brand. innovation and competitiveness and for combating counterfeiting. INFORMATION The INPI is committed to the deve- REQUEST lopment of intellectual property in — France and internationally. Direct marketing mechanism that makes it possible to create quali- INSEE fied files: people that request infor- (FRENCH NATIONAL INSTITUTE mation about a company/service/ OF STATISTICS AND ECONOMIC product are theoretically interesting RESEARCH) prospects. — French public body attached to the INITIALIZATION Ministry of Economy and in charge — of the coordination of official sta- Operation that consists of establi- tistics. It carries out numerous shing at least one receptor for a surveys through polling in varied given television channel. A given fields, covering households and channel’s initialization rate indi- businesses, national accounts, and cates the number or percentage population census. of persons or households that can receive this channel on at least INSERT one device. — Printed advertisement inserted into a newspaper or magazine.

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INSERTION INSTITUTIONAL — COMMUNICATION Advertisement in a print media — publication. See corporate communication.

INSERT RATE INSTREAM — — Payment demanded by a media Video advertising message dy- vehicle corresponding to the possi- namically integrated into a video bility for an advertiser or a product content released in streaming. to be present within the vehicle See outstream. outside traditional placements. See bind-in card, loose insert. INSTREAM VIDEO — INSIDE FRONT COVER Advertising video inserted into strea- FACING PAGE ming video content on the Internet. — See mid-roll, post-roll, pre-roll. First front-facing advertisement in a media vehicle. The first adverti- INTERACTIVE sement in the publication is the in- ANIMATED BANNER side front cover. — On the Internet, a Flash animated INSTANTANEOUS banner (with or without sound) that AUDIENCE is updated in real time or nearly — so (example: tennis match score, Set of individuals (expressed in streaming video) and that the visi- number or percentage) listening to tor can interact with (type his email radio or watching television at an address, scratch a game ticket). identified time. The identified time Synonym: expandable banner. is generally a quarter-hour for ra- dio and a minute for television. INTERACTIVE BANNER — INSTANT MESSAGING Advertising space on an Internet site — that visitors can click on to consult a Tool that allows real-time text mes- page created by the advertiser. sage (or files) exchange between multiple computers connected to INTERACTIVITY the same computer network. — Consequences of digital compres- sion. Interactivity defines the ability to establish exchanges between

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the user of a computer system and INTERNET USER the machine, via a terminal with a — display screen or more recently by Person who uses at least one Inter- voice. “Interactive media” means a net function (Web, FTP, chat, forum, communication medium that pro- email) in the course of a given pe- motes an exchange with the public. riod (a week, a year), regardless of See digital. their location or connection mode.

INTERNET INTERSTITIAL — — Gigantic global decentralized in- Advertisement that appears in full formation network comprised of screen and covers the visited page, a multitude of local networks that from the home page or as a transi- are connected to one another. In- tion between two pages. ternet is a derivative of ARPANET, an American military network INTEXT created in 1969. Internet has been — accessible to the general public In digital advertising, contextual since 1994. Synonyms: net, Web. link located in the editorial content. It is a particular form of contextual INTERNET OF THINGS targeting in which ads are tied to — bought keywords in a webpage Interconnection, mainly via the text. The keywords bought by the Internet, of all connected objects publisher are underlined and the (smartphones, computers, watches, ad appears when the mouse rolls fitness trackers, etc.), enabling over the keyword. Each advertiser them to collect and send informa- may choose to purchase different tion, and communicate with one words or expressions that refer to another. Synonyms: connected ob- their brand or offer. jects, interactive objects, IoT, smart objects. INTEXT VIDEO — INTERNET PORTAL Video disseminated in a square — format inserted into the heart of an Site that offers multiple entryways article. The video launches auto- to other sites. Generalist portals matically when a sufficient portion include a search engine, services of the video is visible on the user’s (emails, classified ads, news up- screen. The sound is off by default. dates...) and a thematic site guide.

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INTRANET be attributed on a permanent ba- — sis (fixed IP address) or attributed Network that adopts the same at each connection (dynamic IP communication and transmission address). Synonym: IP number. protocols and standards as the Internet, but for a system with IP NUMBER different objectives and scale. It is — established within a company or See IP address. any other organization in order to transmit private data. Although it is IPTV most often connected to the Inter- (INTERNET net, access is limited to authorized PROTOCOL TELEVISION) persons. It is a closed and secure — network thanks to the use of secu- IPTV is the process of transmitting rity systems such as firewalls and and broadcasting television pro- data encryption. grams through the Internet using Internet Protocol (IP). IPTV gives INVENTORY dynamic features to the user to — improve the user experience com- Set of the advertising spaces avai- pared to a traditional television lable for sale at a given moment for transmission such as radio fre- a given period and for a given me- quency broadcast, satellite broad- dia. This notion is especially impor- cast and/or cable television. tant on the media or medium where the advertising space is constrained IREP (television, Internet, display). (FRENCH INSTITUTE OF ADVERTISING RESEARCH) IOT — — Founded in 1957, this French inter- See Internet of things. professional association connects advertising and communication IP ADDRESS sector professionals. Its realm of — expertise: studies, research, and IP address is an identifying num- forward planning in the domain of ber that computing devices such communication, advertising, and as personal computers, tablets, media. and smartphones use to iden- tify itself and communicate with other devices. An IP address can

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IRIS ISP (CLUSTERED ISLANDS FOR (INTERNET SERVICE PROVIDER) STATISTICAL INFORMATION) — — Private company offering Inter- Division of territory made by the net access as its main service. INSEE (French national institute of The service provider also ensures statistical and economic informa- other services: hosting subscriber tion) in the context of the census. websites, email addresses, discus- The population of an IRIS is gene- sion forums, personal pages. rally between 1,800 and 5,000 in- habitants. They are homogeneous ISSN as to the type of habitat and their (INTERNATIONAL limits are based on the major cuts STANDARD SERIAL NUMBER) in the urban fabric (main roads, — railways, rivers, etc.). International identification number assigned to each serial published IRL work. Code of 8 digits being used to (IN REAL LIFE) identify the newspapers, reviews, — magazines, periodicals of any na- Acronym used on social networks ture and on all supports, print like as opposed to the “virtual” life that digital. is to say the activity on the Internet and especially on social networks.

ISBN (INTERNATIONAL STANDARD BOOK NUMBER) — International identification number assigned to each published work. It is today composed of 13 digits, de- signed in barcode form.

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JAVA members with whom to measure — this joint consumption. Multi-platform programming lan- guage created by Sun Microsystems JOMO that makes it possible to manage (JOY OF MISSING OUT) animations as well as video and — sound sequences. The feeling of pleasure we get when we spend time doing what JINGLE we like and not worrying about — what others do or say in the media. Short sound sequence accom- panying or punctuating a radio or JPEG television advertisement, asso- (JOINT PHOTOGRAPHIC ciated with the brand in order to EXPERTS GROUP) advance its identification. — With GIF, JPEG is the other image JOINT MEDIA format used on the Internet. Me- CONSUMPTION thod of lossy compression for di- — gital images, particularly for those Audience behavior in which two images produced by digital photo- or more persons in the same graphy. The degree of compression household watch or listen to the can be adjusted, allowing a selec- same program together. In the table trade-off between storage Médiamat panel, the joint media size and image quality. consumption indicator quantifies the audience share generated in the same household by multiple persons simultaneously using the same device. Calculating this indicator requires a referential target and then other household

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KAKEMONO KINETYPE — — Point of sale advertising tool, a Cinema animation technique that kakemono is a vertical poster that aligns movement and text in cine- can be suspended or displayed on a ma or video. It is most commonly stand. See point of sale advertising. used for film credits, Web design, and increasingly for music videos. KEYWORD — KPI Designates a sign or sequence of (KEY PERFORMANCE signs considered significant from INDICATORS) the point of view of a programming — language. For example, a command Series of indicators taken into or punctuation. In the context of a account in measuring the effec- search, a word or expression used tiveness and profitability of mar- to optimize the indexing or to be keting and communication activity. auctioned off in the context of link Organizations use KPIs at multiple sponsorship campaigns. levels to evaluate their success at reaching targets. KICK-OFF — Expression that designates a launch meeting for a product, advertising campaign, or strategy. It takes place at the very beginning of the project and signals the official start of operations.

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LANDING PAGE pan of one issue (seven days for a — weekly publication, one month for Webpage to which traffic is direc- a monthly publication). ted via a hyperlink in the body of a commercial email or in an adverti- LAW OF RECALL sement. See above the fold. — Formula developed by Armand LAPSED CUSTOMER Morgensztern that aims to measure — the memory left by an advertise- Brand’s client during one period ment. See Morgensztern beta, recall. who does not purchase from the brand during the following period. LCD (LIQUID CRYSTAL DISPLAY) LARGE COMPANY — — Medium which uses liquid crystals. Company which checks at least Digital display technology princi- one of the two following conditions: pally developed for its low ener- – to have at least 5,000 employees; gy consumption. Nowadays, LCD – to have more than a 1.5 billion screens can be found in a wide euros turnover and more than range of devices: televisions and 2 billion euros of total assessment. computers, digital cameras and mobile phones, on-board vehicle LARGE FORMAT POSTER computer systems. — Poster site with a surface equal to LCEN LAW or greater than 8 square meters. (FRENCH LAW FOR THE CONFIDENCE IN LAST PERIOD THE DIGITAL ECONOMY) READERSHIP — — French law for trust in the digi- Number of a publication’s readers tal economy which sets the legal during a period equal to the lifes- framework for exercising electronic

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commerce activities, online ser- by chasing anything that produces vices, and providing Internet service. “non-added value”. It defines the olf lowing rules: – nature of electronic communica- LED tion and exchange; (LIGHT-EMITTING DIODE) – responsibility of hosts; — – electronic commerce; Medium which uses light-emitting – electronic advertising; diodes. Electronic component which – prior agreement; has the specific characteristic of – authorization proof given by the emitting light whenever it is powered recipient; by electrical current. Today, light- – cyber-criminality. emitting diodes are extensively- used components in a variety of LEAD fields such as lighting, television — screens, computer screens as well Qualified contact generated by a as for decorative features. marketing operation. A lead is a prospect for which essential infor- LEGAL NOTICE mation has been collected to bring — him toward becoming a client. Compulsory notices which must be mentioned on all communication LEAD GENERATION mediums. On a website, they are — used to ensure transparency, to Process used to attract new leads. reassure Internet users about the This is a marketing tactic which identity of the person or entity is- invites individuals to show an in- suing the information. terest in useful content which they may access once they have trans- LÉVÉNEMENT mitted their contact details. — Since January 1, 2016, member LEAFLET agencies of the ANAé (Event com- — munication agency association), Advertising document in the form the Raffut and the event delegation of a flyer or booklet made avai- of the AACC (association of commu- lable to the public at a specific site nication agencies and consultants) (counter, stand...) or distributed. have come together in a single association called, LÉVÉNEMENT. LEAN MANAGEMENT It comprises 70 event commu- — nication agencies. LÉVÉNEMENT Participation of all employees of a member agencies have, on the company in the fight against waste one hand, consultancy, design and

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creation expertise and, on the other, operators to deploy local radio production, organization and im- loops via high-speed connections. plementation expertise in order to offer a global event-based solution. LOCAL ADVERTISING — LIFE EXPECTANCY Advertising made to create traffic — into physical outlets within a speci- Average lifespan – in other words, fic catchment area. the average age at death – of a fictitious generation subject to the LOGIN mortality conditions of the year. — Name (pseudonym or real name) LIFELOGGING that identifies a user who connects — to a computer, a website, an intra- Use of digital tools to record and ar- net, an extranet, a forum, etc. It is chive all aspect of one’s life in images, associated with a password. sounds, texts, or numeric data. LOGO LISTENING HABITS — — Visual symbol designating a com- Questions formulated in terms of pany or a product brand. frequency designed to understand how regularly the radio or a station LONG TAIL is listened to. Common terms are: — every day, nearly every day, once or Phenomenon initially found on twice per week, less often, never. e-commerce websites offering a large number of references, and for LIVE TWEET which the global sales made on the — back catalog can represent a not in- Term that refers to the use of significant part of the turnover. Twitter to comment or broadcast information in real time during LONG-TERM POSTER an event: trade show, conference, — sporting event, TV show, etc. The use of poster sites in any for- mat negotiated for the mid or long LMDS term (from multiple months to (LOCAL MULTIPOINT more than a year). Often used for DISTRIBUTION SYSTEM) directional information and other — signage. Technology, from Winstar in the United States, that enables new

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LOOSE INSERT LOYALTY PROGRAM — — Separate publication or printed Communication program intended advertisement inserted into a print to build loyalty in clients individual- publication without binding. Pur- ly identified and qualified through chase rate for space of this kind is a client database. See one-to-one, called, “insert rate”. See insert rate. relation-based marketing.

LOW COST LTE — (LONG TERM EVOLUTION) Economic and marketing concept — based on the practice of setting Is defined as the very high mobile prices lower than the market ave- broadband. World-leading wireless rage. The expression was media- networks technology that allows to tized with airline companies that, surf the Internet faster and more in reducing their services to a mi- smoothly. See 4G. nimum, began to propose flights at “slashed” prices as compared to LTE-ADVANCED those offered by traditional compa- — nies. The expression can be used for Evolution of the LTE network which other sectors: hotels, car rentals... makes it possible to increase the bit rates on the mobile networks. LOYALTY BONUS A fourth generation mobile te- — lephone network standard that Rate reduction tied to an adverti- improves the radios relay perfor- ser’s renewed investment. mance and allows operators to aggregate multiple frequencies LOYALTY CARD to simultaneously use more radio — spectrum. Synonym: 4G+. Chip card, strip card, or code card that identifies and individually LTV qualifies a client (contact infor- (LIFETIME VALUE) mation, demographics, purchase — behavior). This card is presented Value of a customer throughout during purchases. It is the base his lifetime (as long as he remains of loyalty programs and allows a customer of the company). manufacturers and distributors to This value is usually calculated collect client data. from its contribution to the margin. LTV helps measuring how much a

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company can spend on prospec- LURKER ting to acquire a new customer. — Synonym: long-term value. In Internet culture, a person who follows discussions (on forums, LUNCH TIME instant messaging services, social — media platforms) but never partici- Time slot after the primetime in pates actively. radio, from 12:00 p.m. to 2:00 p.m.

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MACHINE LEARNING MAIL ORDER — — Type of artificial intelligence that See distance selling. gives computers the ability to learn without being explicitly programed. MAILTO This technology relies on the deve- — lopment of computer programs ca- An URL scheme that is used to pro- pable of acquiring new knowledge duce a hypertext link to an email in order to improve and evolve by address. It instructs the browser themselves as soon as they are to launch the creation of an email exposed to new data. See artificial in the messaging program that intelligence. is configured by default on the visitor’s computer. MAGIC PRICE — MAINSTREAM Marketing technique used on the — price to simulate a lower price. Means the dominant influence or For example: 9.99 euros instead the main trend of consumption of a of 10 euros, or deals (for small majority of the population. amounts) “Everything 2 euros”. MAPPING MAILING — — Graphical representation on a sys- Commercial or even promotional tem of multidimensional axes that offer (brochure, sample) generally makes it possible to visualize brand, accompanied by a letter, sent by product, or company positioning addressed mail (with the address according to various criteria. and generally the name of the re- cipient). Use of mailings implies MARKETING the existence of a client database — or file. Synonym: direct mail. Process of interesting potential customers and clients in products

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and/or services. The key word is MASHUP “process”; marketing involves re- — searching, promoting, selling, and Website or application which content distributing products or services. results totally or partially from the combination of several sources of MARKETPLACE information. These sources can be — various: RSS feed, result of the call Online marketplace is a website or to an API, scraping... app that facilitates shopping from many different sources. The opera- MASTER tor of the marketplace does not own — any inventory, their business is to Original video from which copies present other people’s inventory to are made. a user and facilitate a transaction. M-BANKING MARKET SHARE — — M-banking is the act of doing finan- Percentage of an entire market re- cial transactions on a mobile de- presented by the sales of a product, vice (smartphone, tablet, etc.). This brand, or company. This indicator activity can be as simple as a bank allows a product, brand, or com- sending fraud or usage activity to pany to position itself on its market a client’s cell phone or as complex for a given period. Market share is as a client paying bills or sending expressed in volume and in value. money abroad. Synonym: mobile banking. MARKET SHARE DISCOUNT MCN — (MULTI-CHANNEL NETWORK) Rate reduction linked to market — share as defined by Kantar Media Aggregator of channels, specializing (example: one media vehicle in an in off adding value to and distribu- advertiser’s media plan). ting video content via platforms. For example: Dailymotion is a MCN. MARTECH — M-COMMERCE Contraction of “marketing” and — “technology”, martech refers to All commercial transactions enac- marketing companies and service ted with a mobile device (smart- providers whose services are pri- phone and tablet). marily related to a technology or to software development.

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MEDIA the advertiser that takes the brief — into account. All communication and information vehicles with the same nature or MEDIA BUYING that present common characteris- — tics. Historically, there are five “big Action by which a communication media”: print, television, radio, cine- agency (on behalf of an advertiser) ma, and outdoor advertising. Today, negotiates, reserves, purchases, Internet is added as a sixth media. and pays for physical or tempo- ral space in different communi- MEDIA AGENCY cations media in order to feature — an advertisement. Service-based business dedicated to media strategy consulting, me- MEDIA FAMILIES dia planning, and the purchase — of advertising space on behalf Classification of a related sub- of advertisers. group within a media. Example: in print media, there is distinction MEDIA BRAND between these families: — – daily national, regional, weekly, Brand that becomes producer/ free newspapers; publisher of content. It exists auto- – general public, specialized, and nomously and can be commercia- professional print magazines. lized as a product in its own right. This concept developed with the MEDIA KIT emergence of digital media (Inter- — net, video games, mobile devices...) All information relating to a media which make production more ac- vehicle (rates, audience profiles, cessible. Media brand practices conditions...) designed for adverti- were already in existence with the sers and agencies. publication of consumer maga- zines. See consumer magazine. MEDIA MANAGEMENT — MEDIA BRIEF Computerized system that makes — it possible to manage audio and Document that an advertiser video files in view of indexing, ar- submits to an agency or consor- chiving, and restoring them with tium defining its media activity quality, rapidity, and sustainability. objectives, broad direction, and constraints. The agency then ge- nerates a recommendation for

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MEDIA MARKET more media vehicles on behalf of — one or multiple print media pu- French study on both media consu- blishers, radio stations, television mer habits and goods and services channels, cinema chains, display consumer behavior. See TGI. firms, or other media.

MEDIA PLAN MEDIA STRATEGY — — Document that assembles all adver- Definition of the means to imple- tisements planned for various me- ment: target, budget, media, tactic dia vehicles across one or multiple (period, waves) in order to take ac- media for an advertising campaign. tion and achieve a fixed objective. It is most often in the form of a ca- lendar listing the dates or periods of MEDIA VEHICLE insertions and the media used. — Space reserved for an advertiser’s MEDIA PLANNING advertising communication. By — extension, this term is attributed to Discipline of optimizing the dis- television channels, radio stations, tribution of an advertising bud- print titles, poster sites, objects get across different media and that accept advertising. establishing a timetable to reach communication objectives on one MÉDIAMAT or several given targets. Precedes — any space buying action. Proprietary name. System that makes it possible to measure the MEDIA PLAN REACH audience of television channels. — Permanent French television au- Number of persons within the dience study carried out by Média- target population who came into métrie using a push-button audi- contact with the campaign at least meter with a national panel of 5,000 once. This number is generally ex- households, or more than 11,600 pressed as a percentage (target persons aged 4 and up. This method population exposed at least once/ allows for individual audience mea- total target population). Synonym: sures, ensures daily monitoring of one-time exposure reach. audience behavior, and offers di- verse possibilities for program and MEDIA SALES FIRM advertising audience data analysis. — See audimat, audimeter. Service provider that commercia- lizes advertising space in one or

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MEGABASE MESSAGE — — Database comprised of households Name for advertising insertions on or individuals, established from wi- radio and television. Also called a dely disseminated comprehensive “spot”. See advertising spot. questionnaires. Given their size, they allow advertisers to share METADATA recruitment costs and to carry out — specific studies, particularly statis- Metadata helps search engines tical analysis and geomarketing. understand the content of a blog, of a website or locate a specific MEGADATA document. — Phenomenon of quantitative ex- METERING plosion of all consumer and mar- — ket data produced on the Internet. All television audience data gathe- Allows an IT logistics in real time. ring techniques engaged without See big data, 5V, 3V. interviewers using an audimeter. In France, metering is managed by MEME Médiamétrie’s Médiamat panel. — Term used to describe generally METHODOLOGY humorous content which is copied — and spread rapidly. Memes can go Description of the techniques used viral on online communities where for a study: problem and objective individuals take claim of the object definition, sample choice, informa- and create their own vision. tion gathering methods, question- naire content and data processing. MEMORY (COMPUTER) M-HEALTH — — Electronic device that enables General term for the use of mobile data storage in computers, game phones and other wireless techno- consoles, GPS devices, and many logy in medical care. See e-health. other machines. Dead memory (ROM) is non erasable and non mo- MICE difiable (example: a CD). Live me- (MEETINGS, INCENTIVES, mory (RAM) makes software work. CONVENTIONS AND EVENTS) It is volatile: its content erases when — the computer is unplugged unless it It encompasses the essential ele- was previously saved to a hard disk. ments of business group tourism:

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seminars, incentives, conventions, – accessible only online, on the congresses, events and all other Internet; events concerning the world of – endowed with a so-called per- companies and associations. sistent universe that is to say accessible 24 hours a day, seven MICROWAVE LINK days a week; — – open to more than 128 players System for transmitting informa- (below, the “massively multi- tion via electromagnetic waves player” asset is discussed, a clas- propagating between two fixed sic MMOG traditionally hosts a few geographical sites. Synonym: mi- thousand players per server). crowave transmission. MMOGs consist of a virtual world (fantasy or inspired by the rea- MID PAGE UNIT lity) to which the player connects — through an avatar that represents Rectangular advertising format in- him in order to interact with the tegrated into site content. other players.

MID-ROLL MMORPG — (MASSIVELY MULTIPLAYER On the Internet, integrating an ad- ONLINE ROLE PLAYING GAMES) vertising spot a few seconds in — length into the middle of content MMORPGs follow the same prin- video viewing. See instream video, ciples as MMOGs, including a no- post-roll, pre-roll. tion of “role play”. As part of an MMORPG, the player is supposed MIX MEDIA to embody a character with a per- — sonality and to play the role of that Approach to optimizing selection character in the virtual world. of media included in an advertising strategy. MMS (MULTIMEDIA MMOG MESSAGING SERVICE) (MASSIVELY MULTIPLAYER — ONLINE GAMES) Message service that makes it pos- — sible to send and receive messages MMOGs are video games that are on mobile phones that contain not defined by three cumulative crite- only texts but also images, sounds, ria. To be classified as an MMOG, a or videos. video game must be:

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MOBILE APPLICATION MODELING — — Program or software downloa- Statistical technique or method dable for payment or free of that makes it possible to establish charge that can be executed by a a relationship, an explanatory telephone or tablet operating sys- model, between past changes in tem. Applications can be installed an indicator (example: turnover) on machines from their design and changes in the explanatory phase onward or downloaded by variables of this indicator (examples: way of an online boutique. economic growth, weather, media investments, number of promotional MOBILE FIRST catalogs). — Mobile first strategy is trend in MOMENT MARKETING website development where desi- — gning a website for smartphones, Marketing of the moment or “mo- tablets and mobile devices takes ment marketing”. Actions and mar- priority over desktop Web design. keting campaigns that are trigge- With a mobile first strategy, a Web red at a time T based on a favorable designer will build a site given the context. Contextualized marketing constraints of a mobile platform and advertising practices are used (small screen, slower processors) since a long time, but the deve- and then either copy or improve lopment of digital marketing has the site for desktop use. helped trigger these campaigns in real time and their personalization. MOBILE INTERNET USER MONITORING — — Designates a person navigating the Research and surveillance of a Internet from a mobile telephone. company’s implemented commu- nication or reporting of which it is MOBILITY subject (advertisements, press ar- — ticles). Competitor communication Designates all of a population’s phy- can also be monitored, essentially sical travel in an area, regardless in view of evaluating a company’s of the mode of transport (cars, share of voice. two-wheel vehicles, public trans- portation, walking). Today the term mobility is enriched with new di- mensions: virtual mobility (digital), mental mobility.

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MOOC MORRIS COLUMN (MASSIVE OPEN — ONLINE COURSES) Cylindrically shaped urban prop — format generally reserved for dis- Open and massive online training, play advertising for cultural events. distance learning in distance edu- cation. MOOCs are delivered exclu- MOTION CAPTURE sively through online tools. Course — participants, teachers and students, Process of recording the positions are geographically dispersed and and movements of objects or living communicate only over the Internet. things in order to control them virtually using a computer. MOODBOARD — MP4 In audiovisual work, a moodboard is — composed of images, texts, music, Coding standard for high definition and graphics of all origins selected video that incorporates new multi- by the work’s creator. It takes shape media applications such as Inter- before the storyboard and definitive net downloading and streaming, work are created as an expression mobile telephone multimedia, di- of the work’s artistic ambiance. gital radio, video games, high defi- nition television and other devices. MOOK — MP3 Contraction of “magazine” and — “book”. Hybrid between the book Extension and name generally gi- and the magazine. It is generally ven to sound files encoded in the a magazine focusing on major re- MPEG audio layer 3 compression ports and in-depth surveys, with format. This format stores music by texts, drawings, photos, comics. compressing it into a reduced size file without altering sound quality. MORGENSZTERN BETA — MQL Recall indicator used in recall studies. (MARKETING QUALIFIED LEAD) The coefficient ß represents the por- — tion of the population that, upon first Qualified lead is a lead who is inte- contact with an advertising message, rested to know more about a spe- recalls the message and added it cific product or service. to that which had already been memorized. See law of recall, recall.

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M TO M MULTIMEDIA (OR M2M) — — All techniques that make it pos- All data exchanges done between sible to store and use all nature several devices without any human of data by combining them: text, intervention. Synonym: machine to sound, image, video. machine. MULTIPLE TV MULTICAST OWNERSHIP (TELEVISION) — — Multiple TV ownership is the exis- Program rebroadcast on the same tence of at least two functioning channel or station as carried the televisions in a household. Média- first broadcast. métrie surveys reference real mul- tiple ownership, which is the pre- MULTICAST/IP sence of at least two functioning MULTICAST televisions in use. (MULTI-TRANSMISSION WITH INTERNET PROTOCOL) MULTIPLEX — — Principle of computer data dis- Space that brings together multi- semination that reduces network ple movie theaters and has high- and broadcaster server conges- end technical equipment. Most of tion. Multimedia data are simul- the time they also contain cafés, taneously disseminated to all restaurants, gaming rooms, In- receivers, either directly to each ternet connection hubs, and bou- computer within a closed network tiques. The French national cen- (intranet, local company network...), ter for cinema and the animated or using relay servers that replicate image uses the term “multiplex” the signal (as with terrestrial re- to designate any establishment transmitters for television) before containing at least eight screens. reaching the Internet user. See CNC.

MULTICHANNEL MULTIPLEXING — — Distribution or communication po- Process that makes it possible to licy that engages multiple comple- use a single communication chan- mentary channels. nel to make multiple connections.

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MULTIROOM MVNO — (MOBILE VIRTUAL Built-in audio and video installa- NETWORK OPERATOR) tion integrated into the building, — present in all rooms of the house Operator who does not own a te- and managed by centralized com- lecom network. He rents the capa- mands from a multimedia server. bilities of others. The MVNO owns its own SIM cards, buys minutes MULTITASKING from an operator with a network — and has complete freedom to set In a marketing and advertising rates and offer services. He ma- context, multitasking designates nages billing himself and provides the practice of doing multiple customer service. things simultaneously, such as using one or more media at the MVP same time or responding to email (MINIMUM VIABLE PRODUCT) while attending a teleconference. — See second screen. Product development strategy, used for rapid and quantitative MULTIVARIATE tests in order to market a product BREAKDOWN or a feature. This strategy has — been popularized by Eric Ries for Classification of observed values the Web applications. by crossing multiple criteria or variables.

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NAMING NATURAL — REFERENCING Sports sponsoring practice of — giving the name of a sponsoring Optimization of an advertiser’s brand or company to a sports website so as to improve its search venue or an event. engine positioning. Synonym: SEO. See search. NATIVE ADVERTISING — NAVIGATOR Form of digital advertising that — aims to be better integrated with Software used to view standard content and less intrusive, not in- HTML webpages. See HTML. fringing upon and even enhancing the user experience of Internet NET END RATE users. Generally, native advertising — takes the form of an advertiser’s Negotiated gross rate less all invoice promotional content (article, image, and end of year discounts (market video, etc.) inserted into classical share or special rates discounts). editorial content on an Internet site. NETIQUETTE NATU — (NETFLIX, AIRBNB, TESLA, UBER) Rules of courtesy that govern the — online interaction on the Internet Acronym created on the model network. The Brandon University of the GAFA acronym. NATU is the has developed a netiquette guide initials of Netflix, Airbnb, Tesla and for beginners. Uber. It brings together companies that are considered as symbolic NET NET END RATE of the uberization phenomenon — encountered in the field of the “di- Net end rate less media agency gital economy”. See BATX, GAFA, compensation. uberization.

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NET NET RATE NEW BUSINESS — — Net rate with media agency com- Expression used to indicate the pensation levied on the invoice. list of new clients or all turnover earned from new clients during a NET RATE given period. Synonym: newbiz. — Gross rate less invoice discounts NEWSJACKING issued by media vehicles, such as — the reference or volume discount. The term was popularized by David Meerman Scott. Newsjacking is the NETWORK practice of aligning a brand with — a current event in an attempt to In poster media, all sites selected generate media attention and according to geomarketing criteria boost the brand’s exposure. Com- and affinity targets to reach target panies create related blog content or territory coverage objectives. and social posts to instantly reach a wider audience. NEUROMARKETING — NEWSLETTER The term neuromarketing refers to — the use of modern brain science to Information letter often made for measure the impact of marketing commercial purposes. The rise and advertising on consumers. of the Internet has enabled this Neuromarketing studies which procedure to develop. emotions are relevant in human decision making and uses this NEWSPAPER AD SIZE knowledge to improve marketing’s — effectiveness. The knowledge is ap- Obtained by multiplying the height plied in product design, enhancing of the advertisement by the num- promotions and advertising, pricing, ber of columns occupied by the store design and the improving the advertisement’s width. Expressed consumer experience in a whole. in millimeters.

NEW ADVERTISER NEWSPEAK DISCOUNT — — Language invented by Georges Annual rate reduction linked to Orwell in his novel 1984. It is spoken an advertiser’s first-time use of a by people living in Oceania. It aims media vehicle. at a lexical and syntactic simplifi-

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cation of the language. Its principle NON-BLEED FORMAT is simple: the fewer words there — are, the fewer concepts people can Designates a margined one-page think about. Moreover, the more we or partial page insertion. reduce the finesse of language, the less people are able to think and NON-LABOUR FORCE the more they reason to the affect. — Aggregate that groups persons NFC not (or no longer) engaged in pro- (NEAR FIELD COMMUNICATION) fessional activity: it includes re- — tired persons, students, and other Wireless communication techno- inactive populations (unemployed logy of radiofrequency between an persons who have never worked, emitter-receptor (the reader) and a housewives). device (the terminal) over a distance of a few centimeters using specific NON-MEDIA chips inserted into the emitter. NFC — enables data exchange and the All means of communication other synchronization or attainment of than those that use the six ma- a key or Wi-Fi spot access code. jor traditional advertising media See contactless payment. (print, TV, posters, radio, cine- ma, Internet). The main modes of NIGHT TIME non-media communication are — sales promotion, direct marketing, Time slot after prime time in te- public relations, sponsoring and levision, generally beginning at patronage, event communication, 10:30 p.m. and covering the end and trade fairs. See below the line. of the evening and the night. See day part. NOTEBOOK — NOMENCLATURE Portable computer of very reduced — size and mass that can be trans- Methodical list of one kind of terms ported and used anywhere with that makes it possible to classify minimal requirements. the individuals of a population. Examples: nomenclature of pro- fessions, nomenclature of degrees, nomenclature of business activity, but also nomenclature of habitat, nomenclature of instruction level.

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NUDGE NUI — (NATURAL USER INTERFACE) Gentle incentive or boost given to — an individual or consumer to have Type of user interface that is de- him/her modify his/her behavior. signed to feel as natural as pos- Nudges are a response to the ac- sible to the user. The goal of a NUI tual lack of rationality of indivi- is to create seamless interaction duals that is explained by many between the human and machine, biases identified in the context of making the interface itself seem behavioral economics. For exa- to disappear. mple: by showing, in a hotel room, a card which indicates “75% of the customers of this room reuse their towels”, it is possible to make de- crease the use of towels of about 40%, which brings to a more ecolo- gical behavior. Synonyms: incentive marketing, nudge marketing.

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OFFLINE shers, advertisers, and advertising — professionals. It merged in De- A term used to describe “traditio- cember 2015 with AudiPresse to nal” advertising media or marke- form the ACPM. See ACPM. ting operations that do not use In- ternet technology. See online. OMNIBUS — OFF-PEAK PERIOD Survey co-financed by multiple — companies into which each com- Period of less significant adver- pany inserts one or more questions. tising pressure. It can give rise to The omnibus is financially appea- reductions provided for in the me- ling due to field and logistical cost dia vehicle’s rate schedule. Depen- sharing among the survey’s various ding on the situation, these may clients/users. Omnibus surveys can or may not be combined with be conducted on an ad hoc basis or other discounts. conducted periodically.

OFF-PRINT ONE — (SURVEY) Printing of a document whose pro- — duction is independent from release Survey of press readership in in a press publication. France. It is conducted by ACPM on behalf of various professional as- OJD sociations that represent all of the (FRENCH OFFICE press groups. See ACPM. OF CIRCULATION AUDIT) — ONE GLOBAL French interprofessional organi- (SURVEY) zation that audits press circulation — in the form of an independent as- Since April 2014, ONE has been sociation (according to the French coupled with ONE Global, a mea- law of 1901) comprised of publi- sure of print and digital readership

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for a certain number of publications ONGOING DISCOUNT that combines ONE’s data with site — audience measurement data from Rate reduction conceded upon in- Médiamétrie//NetRatings. voice or throughout the year.

ONE MARKET ONLINE — — Module of the ONE survey. The ONE A term used to describe adverti- Market study is a single-source sing media or marketing opera- market media research aimed at tions that use Internet technology. observing, understanding and qua- See offline. lifying the consumption behavior of French people in general and ONLINE ADVERTISING media consumers (press readers, — listeners, television viewers, etc.) Form of marketing and advertising in particular. which uses the Internet (and by extension smartphones and others ONE SHOT connected devices) to deliver pro- — motional marketing messages to Ad hoc product sales operation or consumers. Synonyms: Internet proposition. By extension, this term advertising, Web advertising. can also designate a television or radio program or a print publica- ONLINE REPUTATION tion that will run only one time. — Representations and opinions that ONE-TO-ONE Internet users will form from infor- — mation feeds – accessible on the Individualization of promotional Web via search engines, informa- and communication acts. In a one- tion sites, or social networks – on to-one communication, the mes- the qualities of a person or com- sage or offer is adapted to each pany. Synonym: e-reputation. recipient or client. With persona- lization facilitated by its digital OOH nature and its capacity to collect (OUT OF HOME) information, the Internet is an op- — timal media for one-to-one marke- Advertising that reaches the consu- ting. See loyalty program. mers while they are outside their homes. Out of home media ad- vertising is focused on marke- ting to consumers when they are “on the go” in public places, in transit,

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waiting, and/or in specific commer- an operating visa issued by the cial locations. See DOOH. Minister of Culture. This visa may be refused or subject to conditions OPEN DATA on the grounds of the protection of — children and youth or the respect Principle of granting everyone ac- for the human dignity.” cess to digital, non-personal, data collected by public or private or- OPERATING SYSTEM ganizations. These are kept online — and are reusable by all. Also called OS, the operating sys- tem is, in computer science, the OPEN MARKETING software that will be the interface — between a physical system, like a Defined by Hélène Moraux-Saurel, computer, a tablet or a smartphone, the author of a thesis published and other softwares which will be in 2014 on that topic, as: “a dyna- able to interact with that device. mic organizational capacity that consists of opening up the mar- OPEX keting department to a network (OPERATING EXPENSES) of specialized service providers — in order to seek, in an explicit and OPEX is an ongoing cost for running sustainable way, the contributions a product, business, or system. of the collective marketing assets Synonyms: operating expenditure, (resources, skills and collective operational expenditure. skills) coming from the network and captured through an interorga- OPINION LEADER nizational learning process by the — members of the marketing team.” Individual likely to influence the opinions or actions of a large num- OPERATING LICENSE ber of individuals through his/her — fame, expertise, or activity. Number given by the classification committee to a film when it autho- OPTIMIZATION rizes its distribution in the movie (MODEL) theaters. It is a prior administra- — tive authorization, the principle Process that consists of finding of which is currently governed, in the optimal solution according to France, by the article L. 211-1 of chosen criteria among various the Code of Cinema and Animated possible combinations. For exa- Image: “The cinematographic re- mple, for a program schedule or an presentation is subject to obtaining advertising campaign: optimiza-

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tion for coverage of n contacts, op- ded to the support publisher by an timization for coverage of between advertising agency. x and y contacts... ORGANIC MARKETING OPT-IN/OPT-OUT — — Marketing strategies based on the Manner in which personal data development of networks created is collected from Internet service by the participation of consumers as users. Opt-in indicates voluntary well as brands through various sha- and clear consent on the user’s ring actions around content/data. part to provide an email address to receive emails within conditions ORGANIZATION CHART that are explained when the data — is collected. With opt-out, prior Graphical depiction of the roles and consent is not requested but the structure within an organization. user retains the capacity to un- The charts also define the rela- subscribe. tionship between those roles and they are a simple way to visualize OPTION how work flows within a business. — Types of organization charts in- Written or verbal reservation of an clude the structural chart, the func- advertising space by a media agen- tional chart and the position chart. cy on behalf of a named advertiser. The advertiser holds priority over OSEP the option. The option has an expi- (OWNED, SHARED, ration date and must be confirmed EARNED, PAID) by an advertising order. Synonym: — reservation. Term that refers to the different types of media exposures that ORDER a brand can benefit with its — consumers. Owned: private media Order form between the media (points of sale, brand websites vehicle and the agency. This docu- and Facebook pages, catalogs and ment includes the components of brand magazines). Shared: shared the advertiser’s estimate. media (association of brands from different sectors to propose new ORDER OF INSERTION products/offers, promote a cause). — Earned: public media (opinion of Document that summarizes the close relationships and Internet elements of a campaign (date, users, editorial benefits). Paid: format, location, price...). It is provi- paid media (media advertising,

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sponsoring and patronage, mailing OUTSTREAM and emailing). See POE. — Generally used in the field of digital OTH/OTS advertising to designate the video (OPPORTUNITY TO HEAR/ advertising formats that are not OPPORTUNITY TO SEE) placed in a video stream, but at the — opening of a page or integrated to a Subject’s exposure to a media ve- conventional format, like a banner. hicle or media plan translated into See instream. advertising terms. It is basically frequency of media exposure. It is OVERSAMPLE used in media planning or adver- — tising media selection to answer Supplementary sample taken from the question: how many times. a specific population with the aim of increasing reliability of obtained OTT results and of more precisely ex- (OVER THE TOP) ploring this population segment. — Content offer provided by a pu- OWNED MEDIA blisher or broadcaster that uses — the infrastructure of an opera- See POE. tor to provide a service. Video on demand services such as Netflix are OTTs because they use the In- ternet to provide their service to their subscribers.

OURS — In the publishing sector, informa- tion listed at the beginning or end of the publication: legal name of the publishing medium, its owner, its address, the place of publica- tion, the names and roles of staff involved (editors, commercial and administrative services).

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PACKAGE PAID REFERENCING — — Commercial offer that groups to- Purchase of sponsored links on gether multiple media vehicles search engine results pages. This ad- over the same period for one fixed vertising presence appears when an rate (generally tied to a time-bound Internet user’s request corresponds subject. Examples: the World Cup to keywords selected by the adver- or the French Open). tiser. Synonym: SEA. See search.

PAGE REQUESTS P&L — (PROFIT AND LOSS) Number of pages consulted on — a given site. Site dissemination A profit and loss statement is a fi- volume index. nancial statement that summarizes the revenues, costs and expenses PAGE VIEWS PER VISIT incurred during a specific period — of time, usually a fiscal quarter or Average number of page views per year. These records provide infor- visit on one site for a defined period. mation about a company’s ability – or lack thereof – to generate pro- PAID CIRCULATION fit by increasing revenue, reducing — costs, or both. Average number of copies per issue of a given publication purchased in PANEL France. It is the standard advertising — indicator. See OJD. Permanent and representative sample of consumers, professio- PAID MEDIA nals, or points of sale recruited for — an observation period throughout See POE. which it is continually questioned on multiple occasions. Example: Médiamétrie’s Médiamat panel.

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PANELIST action, CPL, pay for performance. — See CPM-A purchasing. Individual, household, or business that is part of a panel and must pe- PAY-PER-VISIT riodically submit collected data to — contribute to studies that the panel Payment system that involves pay- carries out. ing a media vehicle in proportion to the number of visits recorded PATRONAGE on the advertiser’s site. Synonym: — cost per visit. Mode of communication that allows a company to associate its image PAYPAL with a cultural event, humanitarian — action, or research by way of a fi- Online payment service that enables nancial or logistical contribution. purchase payment, payment recep- tion, and to send and receive money. PAY FOR PERFORMANCE PCO — (PROFESSIONAL See pay-per-lead. CONGRESS ORGANIZER) — PAY-PER-CLICK Specialist providing assistance on — the logistics aspect and having an Payment system that involves expert role on the organization of paying a media vehicle or mailing a congress. list rental company in proportion to the number of recorded clicks. PDF Synonym: cost per click. (PORTABLE DOCUMENT FORMAT) — PAY-PER-LEAD Computer file format developed by — Adobe, it preserves both the content Payment system that involves and the appearance of a document paying a media vehicle in propor- (which can be read, printed, forwar- tion to the number of sales recorded ded and downloaded). on the advertiser’s site. In certain cases, the user action required to PEER-TO-PEER constitute a “lead” might not be a (P2P) sale, but another action of commer- — cial engagement (brochure request, Expression qualifying the inter- making an appointment, filling out connection of two computers, a form, etc.). Synonyms: cost per allowing them to easily communi-

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cate and to exchange information recipient (purchasing behavior, de- on the Internet by sharing files mographic characteristics...). with a user community. PESTEL PENNON — — PESTEL analysis, used in business Advertising media in the form of strategy, is based on six environ- a banner installed in metro trains mental factors likely to have an or buses. impact on the market: political, eco- nomic, social, technological, environ- PERCEPTION STUDY mental and legal. The PESTEL tool — is used in strategic analysis to iden- Study that aims to elucidate the cha- tify the most influential factors in the racteristics and values raised by a market, society or industry studied. brand, product, service, or company. PHONING PERMANENT BILLBOARD — — Direct marketing by telephone. Term used to differentiate a per- See telemarketing. manent display panel often used to indicate the direction to be taken to PHR reach the advertiser’s store, from — the “temporary billboard”, which al- French acronym for regional weekly lows to display a short term adver- press. tising campaign. PHYGITAL PERMISSION — MARKETING Contraction of the words “physi- — cal” and “digital”, the term refers to See inbound marketing. a marketing strategy. The phygital commerce is a physical point of sale PERSONALIZATION that integrates the data and me- — thods of the digital world in order Essential principle of direct marke- to develop its turnover. The phygital ting that is growing today thanks to puts innovative tools and advanced data collected through digital tech- technologies available to the gene- nology that aims to personalize ral public (example: tactile termi- every action: name and address of nals offering different applications recipient mentioned on mailings, or reading an interactive catalog). but also modifying mailings accor- ding to the characteristics of the

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PICKUP phone to protect the access to his — device. Unlike bank cards, the pin Number of reading sessions that code of the mobile can be modified an individual engages with the by the user. A pin2 code can also same copy of a magazine or daily limit access rights when you lend newspaper. Pickups are also OTS’ your mobile to another person. (opportunities to see) an advertise- ment. See OTH/OTS. PITCH — PICKUP RATE Project presented by a media — agency to win a competition orga- Relationship between the num- nized by an advertiser. ber of times a media vehicle is consulted during a dissemination PIXEL period and the number of readers — that the media vehicle has. The Elementary unit of a digitized number of consultations is calcu- image. A pixel can be represented lated by multiplying the number of by a single bit (black or white) or consultations on an average day more often by 8, 16, or even 32 bits (extrapolated from readership mo- (which can contain information nitoring) by the number of days in about color, texture, transparen- the dissemination period. cy, etc.). It corresponds to a shade of color that, when grouped with PIGGYBACK many others, form a “dot-matrix” — or “bitmap” image. Piggyback is a form of distribution in foreign markets in which a SME PLANNING CONTEXT company (the “rider”), deals with — a larger company (the “carrier”) In the field of advertising, the which already operates in certain notion of planning context refers foreign markets and is willing to to the practice of choosing adverti- act on behalf of the rider that wi- sements according to the program shes to export to those markets. or programs surrounding these See SMEs. adverts. The notion of context planning goes beyond the mere PIN CODE adequacy between a program (PERSONAL and an audience. It also takes into IDENTIFICATION NUMBER) account the benefit of image and — context that an advertiser can For the mobile, a four-digit number get from the proximity of a strong chosen by the owner of a mobile image program.

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PLENARY MEETING POC — (PROOF OF CONCEPT) Assembly to which all the members — of a group are convened. Concrete implementation of an idea, a procedure, a product, a service PLUGIN or a software. In an innovation ap- — proach, this experimental step takes Program that extends a navigator’s place on a short time, with limited multimedia capacities (real time human and financial means in order audio playback, video, 3D...) or its to demonstrate its feasibility. capacity to read specific files. PODCAST PMF — (PRODUCT MARKET FIT) Contraction of the words “iPod” and — “broadcast”. Audio (radio) or audio- For Marc Andreessen, founder of visual (televised, extracted from a Netscape: “Product market fit means recording, or previously broadcast being in a good market with a product on the network) that an Internet that can satisfy that market.” user can download and/or watch in streaming after its initial broadcast. PMG (FRENCH ACRONYM POE FOR SMALL, MEDIUM (PAID, OWNED, EARNED) AND LARGE CONSUMERS) — — Expression used to designate the Division of a population according to following three dimensions. Paid: the degree to which they consume a paid media (media advertising, product, brand, or media. sponsoring and patronage, mailing and emailing). Owned: private me- PNG dia (points of sale, brand Internet (PORTABLE sites and Facebook pages, brand NETWORK GRAPHICS) catalogs and magazines). Earned: — public media (opinion of friends, Royalty-free image format, opti- family, and Internet users, press mized for screen display (and es- coverage). See OSEP. pecially for the Web), developed to offer a free alternative to the GIF POINT OF CONTACT format (proprietary format). — In marketing and communica- tion, point of contact indicates any interface, physical or otherwise,

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between a brand and its clients. POP-UP More generally, a point of contact — is any tangible element present at Advertising window that opens the moment when the brand makes automatically while navigating a contact with the client or user du- website, appearing in the fore- ring his/her use of the service: ground. It can contain, among other environment, information, pro- things, an advertisement, product duct, people. Examples of points of promotion, help message, or poten- contact: free in-store samples, tele- tially an invitation to respond to an vision advertising, social networks, online survey. material received in mailboxes. POP-UP STORE POINT OF SALE — ADVERTISING Small-scale, short-term, retail — sales space, easy and quick to set All advertising materials used at up thanks to the lightweight struc- the point of sale. Principal ma- tures specifically-designed for this terials: posters and fliers, shelf purpose. Pop-up stores include space dressing, banners, packa- brand stalls set up along shopping ging bags, counter displays, cou- mall walkways, a small boutique pon or brochure distributors, re- installed at a sporting event during ceipts, placards, floor decorations, the event period, etc. and interactive information stands. PORTAGE POINT OF SALE — POSTER Hand delivery of issues of a — daily newspaper to a subscriber’s All signage solutions for parking lots, residence. shopping centers, and supermarkets. POSITIONING POP-IN — — Strategic choice that seeks to give A window that appears on a an offer (product, brand, company) webpage following an action by a credible position, attractive and the Internet user. It works in a simi- different (according to various lar way to a pop-up. However, ins- criteria: price, image, characteris- tead of opening in a new window, tics) within a market in the minds a pop-in appears on the same of clients. webpage. See pop-up.

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POSTER preciation, and impact of the mes- — sage or program. See pre-test, test. Advertising or propaganda mate- rial destined to be seen in mobile PP1, PP2 environments: in the street, in tran- — sit, and in shopping centers. Pos- PP1 designates all post-production ters may take very different forms: steps through the program’s broad- wall display, public transportation, cast (editing, finalization, image, urban property, and light or even sound). PP2 defines post-produc- digital display. tion steps after broadcast (modifi- cations, linguistic versions...). POSTER ADVERTISING AGENCY PQGI — — Outdoor advertising service provi- French acronym for free daily der, selling a set of outdoor and/or press of information. indoor display material to adverti- sers and/or agencies. PQN — POST-PRODUCTION French acronym for national daily — press. All operations for finalizing an au- diovisual program, after its filming PQR or recording. It includes operations — such as editing, dressing, subtitles, French acronym for local daily calibration, audio mixing... press.

POST-ROLL PQR 66 — — On the Internet, integrating an ad- Name of the advertising product vertising spot at the end of content proposing the sale of space gathe- video viewing. See instream video, ring several supports within the mid-roll, pre-roll. daily local newspaper.

POST-TEST PREFERRED POSITION — — Study carried out after a cam- Positioning an advertisement in a paign’s or program’s completion named, requested, paid or nego- in order to measure its appeal and tiated space (example: first page, impact. Post-tests propose indica- front section in a print publication, tors of recall, comprehension, ap- first position in a TV break).

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PREMIUM PRESS RELEASE — — High-end product or service, gene- Commercial or non-commercial rally more rich and elaborate than information, more or less detailed, the basic version. intended for a journalist target po- pulation. Press releases announce PREPRESS various events related to the life — of a business. Term used in the printing and pu- blishing industries for the pro- PRESSTALIS cesses and procedures that occur — between the creation of a print A press distribution company foun- layout and the final printing. ded in 1947 under the name “Nou- velles messageries de la presse PREQUEL parisienne”. Renamed “Presstalis” — in 2009, the mission of this press Work whose story unfolds before service company is to deliver the that of a pre-existing work in the highest quality distribution, ad- same series. vise its publisher customers on boosting their publications sales, PRE-ROLL and assist newsagents in their — business activities. On the Internet, integrating an ad- vertising spot at the start of content PRESSURE video viewing. See instream video, (ADVERTISING) mid-roll, post-roll. — In general, term that designates PRESS RELATIONS the number of advertising mes- — sages present in the environment. All below-the-line communication For an advertiser or a campaign, techniques that use the press to it is the number of times that an relay information, without buying individual belonging to the target space in it, with the aim of obtai- population is reached by the cam- ning favorable press coverage for paign’s or advertiser’s message the company or its products. Press within a specific period (most of- relations include press releases, ten expressed in number of GRPs press conferences, and press trips. for a wave).

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PRE-TEST times. Portion of the radio program — from 6:00 a.m. to 9:00 a.m. corres- Study carried out prior to an adver- ponding to peak listening times. tising campaign or program in or- See day part. der to optimize its effectiveness. In general, a pre-test proposes recall, PRINT RUN comprehension, clarity and appre- — ciation indicators for the message. Number of printed copies delivered See post-test, test. to the publisher to be potentially put on circulation. PRICE COMPARISON TOOL PRIVATE DEAL — — Online service that enables price As part of an ad exchange and of comparison for a product or ser- the programmatic buying proce- vice (book, CD, software, airfare...) dures in RTB, a private deal is and establishes a list of online mer- an agreement between a publisher chants that propose this product. or platform and a buyer advertiser that allows the buyer to get spe- PRICING cific purchase conditions. — Reflection and actions related to PRM the pricing of a product or service. (PROSPECT RELATIONSHIP The objective of pricing is generally MANAGEMENT) the maximization of the sales vo- — lumes or of the generated margins. Term that describes prospect re- lationship management. Direct- PRIMARY HOUSEHOLD ly inspired from CRM techniques SHOPPER (while also taking into account the — difference in status between client Person in a household who claims and prospect), the PRM defines the to be most frequently responsible mechanisms put in place to im- for regular domestic purchases. prove the quality of the relationship with prospects, with an aim to en- PRIME TIME gage and convert them. The idea is — that a portfolio of identified pros- Portion of the television program pects is an asset to be managed from 8:30 p.m. to 10:30 p.m. cove- and promoted in the same way as ring the evening’s “lead program” the client portfolio. and corresponding to peak viewing

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PROBABILISATION advertising transaction templates. — Synonym: programmatic. Process by which probabilities of contact with an advertisement are PROGRAM SCHEDULE applied to a population of indivi- — duals using data from audience Distribution, generally over one surveys. This technique is used to week, of different program genres estimate performances of media according to named days and hours. plan (GRP, reach). Distinction is drawn between: hori- zontal programming (same pro- PRO BONO gram every day at the same time) — and vertical programming (same Advertising space granted to an program depending on the day, for advertiser without payment. example the Sunday night film).

PRODUCT PLACEMENT PROGRESSIVE — DISCOUNT Paid presence of a product, brand, — or service in a cinematic work, an Rate reduction linked to the evo- audiovisual fiction, or a musical lution of volume purchased by an clip. Example: a BMW in the James advertiser in a given media vehicle. Bond films. PROMOTIONAL GIFT PROGRAMMATIC — BUYING Low-value object given on the — occasion of a purchase or as a Method of selling, booking and client loyalty reward. billing the advertising spaces. It helps facilitating the process of PROMOTIONAL transmission and broadcasting of GROSS RATE the ads. In the context of the pro- — grammatic buying, the buyer nor- Corresponds to an increased or de- mally has a real-time view of the creased gross media space price available advertising inventory. or to special rates. Automated connection of sellers and buyers of advertising inven- PROMOTIONAL ITEM tories: it is the buyer who selects — the impression and the profile he Loyalty and promotional object wishes to target. The program- that generally includes the brand matic includes all the automated name and logo, and is offered to clients and/or prospects.

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PROMOTIONAL PROSUMER SAMPLING — — Term originating in the contraction A technique used to promote sales of the words “professional” and by offering consumers a smaller “consumer”. A consumer conside- quantity of the product usually red to have sufficient understanding sold, for free. Sampling in the press of a product or service to be consi- may come in the form of an insert dered a category “professional”. placed under plastic wrapping or affixed to a page of advertising. PROXY This technique is used particularly — for perfumes and beauty products. Equivalent to browser memory cache at the access provider level, PROMPTED these servers store site pages most AWARENESS visited by their subscribers in order — to reduce Internet access times. Percentage of persons who claim Site traffic stored in proxys does to know a brand presented within a not reach the sites, who can there- list or cited by the interviewer. fore only underestimate their traffic volume. Synonym: proxy server. PROSPECT — PUBLIC Potential client for a company. — Set of persons in contact with a me- PROSPECTING dia, vehicle, program type, or show. — Act of identifying new potential PUBLIC ART clients and transforming them into — actual clients. Public art is art in any media that has been planned and executed PROSPECTUS with the intention of being staged in — the physical public domain, usually Printed advertising directly dis- outside and accessible to all. Public tributed by hand or, more often, art may, for example, complement distributed unaddressed in mail- the architectural style of a building, boxes. It informs of a commercial beautify green areas or constitute offer and aims to generate point a piece of street furniture. of sale traffic.

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PUBLICATION PURCHASE FUNNEL FREQUENCY — — See funnel. In print media, the number of pu- blications a title issues per unit of PURE PLAYER time. Examples: — – daily: once per day; Company or brand created on the – biweekly: two times per week; Internet that only exists on the In- – weekly: once per week; ternet. By extension, this is also – fortnightly: once per fortnight said of a company or brand that (14 days); started on the Internet and may – monthly: once per month; have later developed activity in the – bimonthly: twice per month; real world. See brick and mortar, – every two months; click and mortar. – quarterly: once per quarter (three months); PUSH-BUTTON – half-yearly: once every six months; — – biannually: twice per year; Device attached to the audime- – biennial: every two years. ter that allows each household member to indicate his/her pre- PUBLIC RELATIONS sence in the room in which the — television is switched on. All techniques that aim to deve- lop a relationship of trust, respect, PUSH NOTIFICATION and loyalty between a company — or brand and multiple audiences: Alert message sent to a smart- consumers, distributors, opinion phone user and which is linked to leaders, public authorities. Public the installation of a mobile applica- relations employ diverse means tion. The push notification related such as meetings, receptions, event to a mobile application is sent and communications, lobbying, sponso- notified to the user even if the appli- ring, patronage, industrial tourism... cation is closed. It usually takes the form of a full-screen alert or a small PUNCHLINE message at the top of the phone’s — home screen and it can also be ac- Phrase or sentence in a joke, companied by an alert sound. speech, advertisement, or hu- morous story that produces the desired effect. Punchline is used in various domains (artistic but also marketing).

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PWA to icons on mobile applications and (PROGRESSIVE WEB APP) offer push notifications. It is seen — as the future of mobile applications A type of hybrid application that is as it avoids, in particular, the need situated between a mobile applica- to look for and download store- tion and a mobile website; a PWA based apps. See mobile application. can be accessed directly from a mobile browser and, following au- PWYW thorization, use smartphone fea- (PAY WHAT YOU WANT) tures like an application (camera, — geolocation, etc.). A PWA loads new Voluntary pricing model, whereby application-based content as and the company sets no sales price or when the user connects to the In- floor price and offers the customer ternet – hence the term, “progres- to pay the price he considers to be sive”. A PWA can also offer to install the right one. a direct access icon that is similar

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QR CODE using connected objects (scales, (QUICK RESPONSE CODE) bracelets, smartphones). — Type of 2D bar-code designed to QUANTITATIVE STUDY be scanned by a smartphone or — any device with a camera. These Study that produces numerical re- codes can send varied information sults. The most common method such as URLs, email addresses, engages sample surveys. coupons, texts, images, videos, and application downloads. Synonym: QUARTER-HOUR flashcode. AVERAGE — QUALIFICATION Number (or proportion) of people, — on average, listening to the radio Act of obtaining complementary or a station during a quarter-hour information about a company or within the studied period (time about prospects or consumers. slot, day...). The quarter-hour is the unit of audience measurement for QUALITATIVE STUDY radio media. — Study that collects non-numerical QUESTION data, generally carried out with — small samples (group, individual Element of a questionnaire. There are interviews or community) using many types of questions, including: open questions or non-directive/ – closed question: formulation semi-directive interviews. that proposes the respondent a choice between pre-established QUANTIFIED SELF responses; — – open question: formulation that Measurement, collection, and use of leaves the respondent entirely bodily data (weight, physical exer- free to express himself/herself cise, number of hours of sleep...) in his/her own words;

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– filter question: formulation that QUOTA makes it possible to send one — part of the studied population to a In constructing representative specific part of the questionnaire. samples, quotas constitute the portion represented by each type QUESTIONNAIRE of individual. They must be respec- — ted in order to obtain a composi- All questions submitted to indivi- tion aligned with that of the origi- duals interviewed for a survey. nal population. See quota method.

QUICK WIN QUOTA METHOD — — In the field of marketing and espe- Sampling methodology that en- cially digital marketing, a quick win sures a representative sample by is generally designating a small assigning it a structure similar modification made in a marketing to that of the base population. or e-commerce operation that See quota. allows to quickly and simply obtain a marketing or financial benefit.

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RADIO-RELAY LINK population. It can also be expressed — in thousands of individuals. System for transmitting informa- tion via electromagnetic waves REACH propagating between two fixed (CONTRIBUTION OF) geographical sites. — Increase in on-target audience ob- RATE CARD tained with the addition of a new — media or new space to a media plan. Printed document listing all ad- vertising space offered for sale by READER a media vehicle with rates as well — as the general terms conditions Individual who has personally read, of sale, especially rate discount scanned, or consulted an issue of structures. a publication at home or elsewhere within the reference period, re- RATE OF RETURN gardless of the way in which this — copy came into his/her hands. For a given promotional or direct marketing operation, the rate of READERS PER COPY return is the ratio of the number of — responses generated/total number In print media, the average num- of offers disseminated. ber of readers per distributed copy (loans from purchaser to family or REACH colleagues). Relationship between — a publication’s audience and its Percentage of individuals within circulation. a given population reached by a media vehicle. A media vehicle’s READING HABITS advertising power is the rela- — tionship between the population the Average reading frequency for a vehicle reaches and the reference publication. For a daily, for example,

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the following items are studied: eve- “beta factor” advertisement. See ry day, three or four times per week, law of recall, Morgensztern beta. one or two times per week, two or three times per month, less often. RECEIPT — READING REGULARITY Attestation from a media vehicle — certifying the execution of an ad- Average reading frequency for a vertising order. This component publication, latest readership re- is essential to the payment of the cord crossed with reading habits. space purchase invoice.

READY FOR PRINT RECTO — — A technical term used in the Right-hand page of a magazine. printing industry to describe the It is commonly thought that recto final contractual proof approved pages are more likely to catch the by the client before documents gaze of potential consumers or go to print. The ready-for-print prospects. If this placement is re- process allows the layout, texts quested, it is called “preferred po- and images to be checked before sitioning” (part of negotiation). final approval is given. Today, this term is used both for printed and REDEMPTION RATE digital documents. — The number of sales promotion REBOOT coupons converted to purchases (FICTION) expressed as a percentage of the — number distributed. New version of a movie, a video game or a television series that RED LIST has often had many sequels. — File listing all telephone subscri- RECALL bers who do not wish for their — names and numbers to appear in Memory of an advertising cam- the directory or communicated paign. Message and content recall through information services. This is an indicator of the communica- isa paid service. tion’s impact. Recall measurement can take different forms but a recall REFUND OFFER capacity comparison tool exists for — messages connected to each me- Direct/promotional marketing offer dia: Armand Morgensztern’s recall that proposes a refund (partial or

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full) for the purchase of a product Internet user’s interaction with the or service. campaign (exposure, click, visit).

REGULAR AUDIENCE REMNANT OFFER — — Number of people who report Remnant offer refers to the adver- watching television or listening to tising space that a media company the radio every day or nearly eve- has been unable to sell. Synonyms: ry day, reading/skimming a given last minute advertising, remnant. weekly print media at least twice a month, or a given monthly print REPLICATION media four times a year. — Duplication of one media vehicle’s RELATION-BASED audience with itself. MARKETING — REPLY CARD All tools that make it possible to — establish individualized and inte- Means for an individual to respond ractive relationships with clients to a direct marketing offer that in view of creating and maintaining enables him/her not to pay postage their long-standing positive atti- for his/her response. Synonyms: tudes toward a particular company free response, response envelope. or brand. See loyalty program. RESERVATION RELEASE — — See option. Publication and presentation for sale of a paper-based media RESPONSIVE DESIGN vehicle (magazine, daily newspa- — per). In advertising language, this Manner of conceiving a website is the release date for an adverti- so that its content automatically sement linked to a media vehicle. adapts to the reading device, the See publication frequency. width and/or height of the screen upon which it is being viewed. RE-MESSAGING — RETAIL BRAND Technique used to retarget internet — users previously exposed to an A retail brand is a brand that is advertising campaign. Delivery owned and marketed by a retailer. scenarios are based on segments divided along the degree of the

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RETARGETING RFI — (REQUEST FOR INFORMATION) Designates advertising retargeting — practices that act as complement to Formal process for gathering infor- traffic acquisition tools commonly mation from potential suppliers of employed by advertisers to attract a good or service. Normally it fol- visitors to their sites. Retargeting lows a format that can be used for aims to redirect Internet users to comparative purposes. A RFI is pri- sites that they have already visited marily used to gather information and to re-engage them in the pur- to help make a decision on what chase process via personalized ad- steps to take next. See RFP. vertising banners. RFID RETROACTIVE (RADIO FREQUENCY DISCOUNT IDENTIFICATION) — — Rate reduction issued retroactively Method used to remotely store and during the first quarter of the year retrieve data using metal tags, the following billing (example: in align- “RFID tag”. These tags, which can ment with discounts based on Kan- be pasted or embedded in pro- tar Media market shares). ducts, and which are a set of an antenna and an electronic chip, RETWEET react to radio waves and remotely — transmit information. Short remark or piece of informa- tion that you have seen published RFP on Twitter and published again (REQUEST FOR PROPOSAL) yourself. See tweet. — Document that solicits proposal, REVEAL often made through a bidding pro- — cess, by an agency or company in- This is the moment when an indi- terested in procurement of a com- vidual reveals an essential point to modity, service, or valuable asset, an assembly during an event. For to potential suppliers to submit example, at the time of a product business proposals. It is submitted launch, of an announcement of a early in the procurement cycle, brand change, etc. either at the preliminary study, or procurement stage.

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RICH MEDIA ROAMING — — Multimedia and interactive adver- Term that corresponds to the calls tising format useable on the Web. made by the customers of mobile See rich media advertising format. operators. It is for a subscriber to make calls via his/her phone, to RICH MEDIA send and receive messages and to ADVERTISING FORMAT connect to the Internet, but via ano- — ther operator than the one to which For Internet media, a multimedia and he/she is subscribed. For this, interactive format (video) operable the main French operators have on the Web. These formats make signed bilateral agreements with it possible to integrate various ele- their international counterparts. ments (sound, video, photo) relying Since June 15, 2017, the expenses on the use of animation. of roaming don’t exist anymore, following the final adoption of the ROADBOOK “package telecommunications” by — the European Parliament. Syno- Document that gathers all the ele- nym: international roaming. ments which are necessary to ma- nage an event during its realization ROAS (or exploitation): programs, contacts, (RETURN ON AD SPEND) plans, technical data sheets. — Marketing metric that measures ROADMAP the efficacy of a digital advertising — campaign. You can calculate ROAS Time-based plan that defines by dividing the revenue generated where a business is, where it from ads by the cost of those ads. wants to go, and how to get it there. ROAS helps online businesses eva- It is document that organizes and luate which methods are working presents important information re- and how they can improve future lated to future plans. advertising efforts. See ROI.

ROADSHOW ROBINSON LIST — — Itinerant promotional tour initiated File that lists persons who have by an advertiser who chooses to requested to no longer receive com- meet a defined audience, usually mercial offers through addressed potential or real consumers. mailings. This service is free to consu- mers. Synonym: stop advertising.

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ROI RTB (RETURN ON INVESTMENT) (REAL TIME BIDDING) — — Estimate of the business impact of Technique that implies the real an investment (marketing activity, time purchase and sale of display for example) that aims to improve advertising space in auctions ac- a brand’s or company’s profitability. cording to formats, targeting crite- ROI can be short-term or long-term. ria, and predefined budgets. See ad exchange, first look. ROLL OVER — RURBAN In computer science, the action of — moving the mouse cursor over an Contraction of the words “rural” element. Roll over can, for exa- and “urban” used to designate mple, trigger the appearance of an intermediary state. This term an explanation, the display of pro- indicates people who live in small ducts or the launch of a video. agglomerations situated in suburbs or near to large agglomerations. ROPO (RESEARCH ON LINE, PURCHASE RUSHES OFF LINE) — — All shots filmed during one shoo- Term used to describe purchasing ting. Rushes are the raw material activities which start on the Inter- for film editing. net (searches for price, availability, etc.) and finish in a brick and mor- tar shop. See click and collect.

RSS FEED (REAL SIMPLE SYNDICATION) — Automatic real-time delivery of updated information to Internet or mobile Internet users having signed up for the service. Free content feeds from sites. Automa- tically transfers headlines or full contents of blogs or sites. Infor- mation is displayed in the form of clickable links.

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SALES FIRM DISCOUNT SAMPLE ADJUSTMENT — — Rate reduction according to all of Technique that consists of chan- an advertiser’s investments within ging the respondent sample during the same sales firm. a survey in order to ensure its re- presentativity according to a cer- SALES PITCH tain number of qualifying criteria. — Adjustment is necessary when bias Set of sales arguments for a given has caused certain respondent product or service. categories to be over or under represented in the final sample. SALES PROMOTION — SAPIN Associating a product with a tem- (LAW) porary advantage intended to fa- — cilitate or stimulate its purchase, French law no. 93-122 dated Ja- use, and/or distribution. nuary 29, 1993, called the “Sapin law”, related to corruption preven- SAMPLE tion and transparency for econo- — mic life and for public procedures Portion of the population that res- (public markets, public service ponds to a survey. The sample contracts...). On the subject of ad- must make it possible to obtain vertising, the Sapin law put into reliable results on the population effect a price transparency sys- under study and to extrapolate ob- tem for advertising space (with tained results for the entire studied rates and a scale of discounts). It population. It could be constituted gives media agencies an interme- “at random” (random sample) or diary/representative status and as according to each respondent’s such establishes a representation alignment with certain demogra- contract between the advertiser phic categories (sample by quotas). and its media agency. See contract.

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SCALE SCRAPING — — In a questionnaire, a scale is a Computer technology that allows measurement instrument that to extract texts or information makes it possible to measure a from an existing website. Syno- judgement or opinion within a stu- nym: webscraping. dy or survey. This judgement or opinion could be measured with a SCROLL scale of agreement (example: Tell — us if you agree with the following An action that consists of moving proposition: “I like to go hiking”), a the content of a page vertically in numeric scale (example: “Rate the order to see content that is below quality of our telephone support on the fold. See swipe. a scale of 1 to 10”) or a measuring scale (example: “How frequently do SCROLLING BILLBOARD you connect to the Internet?”). — System which makes it possible to SCALE OF REACH successively scroll several adverti- — sements in the outdoor advertising Indicator that evaluates and classi- industry. Synonym: scrolling poster. fies media vehicles within a media plan. Scales of reach are supple- SCRUM METHODOLOGY mented by economic and affinity — classifications. Scrum is a project management methodology. Scrum is part of an SCENOGRAPHY agile framework, initially deve- — loped for complex software de- Art of the formatting of spaces velopment projects. However, it’s (scenes, places...). also an innovative approach that modern marketing teams can use SCORING to keep ahead of the competition. — It is defined by its creators as a Method used in direct marketing, “framework making it possible to CRM or targeting to determine the answer complex problems while value of different clients contained in delivering in a productive and crea- a file. Each client’s or prospect’s score tive way products of the greatest is obtained from quantitative and/or possible value”. Synonym: scrum. qualitative data: socio-economic data; See agile methodology. purchases; responses to commercial solicitation; number of re-contact attempts; average order amount.

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SDK to navigating the Internet’s millions (SOFTWARE DEVELOPMENT KIT) of pages. — Toolkit for software development SEARCH RETARGETING available to editors and developers — of mobile applications. Retargeting technique applied to vi- sitors that arrive through sponsored SEA links and more rarely to those who (SEARCH ENGINE ADVERTISING) arrive through natural referencing. — See paid referencing. SEASONALITY — SEARCH Variation in media audience, adver- — tising investments, or advertising All techniques that aim to favo- sales from one month to another. rably position commercial offers or Internet sites on search engine SECOND PARTY DATA query results pages. Search mar- — keting essentially includes natural All targeting data acquired from the referencing techniques (SEO) and exchange or sale of first party data the use of sponsored or commer- between businesses. See DMP, first cial links (SEA). See display, natu- party data, third party data. ral referencing, paid referencing. SECOND SCREEN SEARCH DIRECTORY — — Designates the use of a “seconda- Search tool that references a ry” screen (tablet, smartphone, very large number of sites, clas- game console, desktop computer, sifying them by thematic catego- laptop) while watching television ries using forms completed ma- on the TV screen. See multitasking. nually by webmasters. SEGMENTATION SEARCH ENGINE — — Data statistical processing that Program that is accessible from a divides a population according to website and is used to find infor- different characters chosen for mation. The majority of search en- their discriminatory power. gines function by keywords. They only need one word in order to find sites or pages in which it appears. Search engines are indispensable

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SELF-ADMINISTERED SEO QUESTIONNAIRE (SEARCH ENGINE OPTIMIZATION) — — Questionnaire completed by the See natural referencing. respondent himself/herself, not by the interviewer. This type of ques- SEPM tionnaire is most often by mail or, (FRENCH UNION OF PRINT more and more, proposed online MAGAZINE PUBLISHERS) by certain Internet sites. — French trade union which has for SELFIE mission to promote the press maga- — zine. Place of exchange, information, Photographic self-portrait uploaded analysis, representation and nego- to social networks or image sharing tiation, it also has for objective to sites. follow the strategic evolutions and the development of the magazine. SEM (SEARCH ENGINE MARKETING) SERENDIPITY — — All activities linked to indexing an Term created in the 18th century advertiser’s site for search engines. by Horace Walpole with a first defi- nition: it is the ability to discover by SEMINAR chance and sagacity things that we — did not seek. Ability, art of making Work meeting for an internal au- a discovery, scientific in particular, dience on a given topic. Objective: by chance. common reflection, state of play, definition of the general organiza- SERVER tion and of the strategic axes... — Hardware and software solution SEMIOLOGY that enables computer operations — for online services, especially in Study of signs, their meaning, assuring data access. and their interpretation. Semiolo- gy makes it possible to research SET-TOP BOX how the combination of certain — signs could contribute to the effec- Electronic device that makes it tive communication of an adverti- possible to watch digital broad- sing message. casts on ordinary televisions.

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SHARE OF VOICE will buy online afterwards. Increa- — singly, consumers visit physical re- Indicator that measures an adver- tail stores to examine a product in tiser’s ad spend and its visibility. person and then shop online to find For a specific period, share of voice a lower price. can be calculated in a general manner for a given business sec- SIGNATURE tor or an advertiser (advertiser’s — ad spend/total ad spend of players Electronic code inserted into a di- in the sector) or for a given media gital or analog signal that makes or media vehicle (advertiser’s ad it possible to identify the emitting spend for a media/total ad spend source or engaged program. of players in the sector for this media). Synonym: share of market. SIM (SUBSCRIBER IDENTITY MODULE) SHAREWARE — — Ship card containing information Proprietary copyrighted software about the access rights. The SIM that can be used freely during card allows you to activate the mo- a certain period or for a certain bile, to receive one’s phone num- number of uses. After this free ber and the right of access to the period, the user must compensate network. Emergency calls can be the author if he wishes to continue made with any mobile, even wit- to use the software. hout a SIM card.

SHORT FORM SPOT SIMULCAST — — Short television program created Term formed as a contraction of the specifically for an advertiser in words “simultaneous” and “broad- collaboration with television chan- cast”. Simultaneous broadcast of nels, media agencies, or dedicated the same content on two distinct production agencies. This type of media or on a single media using spot is recurrent (often daily) and two types of modulating signal. meant for the long term (some are broadcast for years). SINGLE SOURCE — SHOWROOMING Schema that makes it possible — to collect information around mul- Consumers practice consisting in tiple subjects or fields of study going to a merchant to get infor- from the same panel of individuals mation about a product that he or households.

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SITE SITOGRAPHY — — Central location of various web- List of electronic documents, web- pages that are all related and can be sites, or other resources available accessed by visiting the home page on the Web, especially those rela- using a browser. Synonym: website. ting to a particular subject. Syno- nym: webliography. SITE CENTRIC — SKYSCRAPER All solutions that make it possible — to measure a site’s traffic using a Vertical banner that integrates wit- technology deployed on the site hin the content or appears at the itself. Measurement can be car- edge of the website. Creatives in- ried out by inserting tags on the novate by using the vertical struc- site’s pages, or can be managed ture in all its variations: stacking of in-house through direct analysis of content, destructuring and falling, log files on the site to be measured. stairs, etc. Site centric measurement indica- tors are: page views, visits, visits SLOB to one page, browsers, cookies, etc. (SLOW MOVING Site centric measurement comple- OR OBSOLETE STOCK) ments user centric measurement. — See user centric. Slow rotation products or obsolete stocks. Whatever the products, they SITE RETARGETING may not always meet the demand. — In some cases and more particular- Technique used to retarget Internet ly during product launches, to avoid users who have already been ex- stockouts, manufacturers produce posed to a campaign and actively quantities that may be too large. engaged with the advertiser’s site. They are called slow-moving pro- Delivery scenarios are based on ducts or obsolete products when segments divided according to these products cannot be sold in which site pages were visited, parti- the traditional retail channels. cularly pages linked to the purchase process. This technique is mainly SMART CITY used by commercial sites for Inter- — net users who initiated the act of City using information and commu- purchase but did not finalize it. nication technologies to “improve” the quality of its urban services or reduce its costs. This emerging concept – whose meanings are

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shifting – refers to a type of urban SMS development that responds to the (SHORT MESSAGE SERVICE) changing or emerging needs of ins- — titutions, businesses and citizens Text messages, also called “texts”, on an economical, social as well as sent from one telephone to another. environmental perspective. SNCD SMARTPHONE (FRENCH NATIONAL UNION — OF DIRECT COMMUNICATION Cell phone that allows to do more PROFESSIONALS) than just make phone calls and send — text messages. Smartphones can The 1933-founded SNCD is the browse the Internet and run basic French national union for direct software programs like a computer. communication and relationship Smartphones use a touch screen to marketing professionals. As a re- allow users to interact with them. sult of progress in technology, the There are thousands of smart- SNCD has expanded its scope to phone apps (software programs), include mobile marketing, which including games, personal-use, and encompasses approaches such as business-use programs that can all emailing, newsletters and social run on the phone. media.

SMART TV SNPTV — (FRENCH NATIONAL TRADE See connected television. UNION FOR TELEVISED ADVERTISING) SMEs — (SMALL AND MEDIUM-SIZED French professional organization ENTERPRISES) for television channels. Its missions: — – promotion of TV advertising; Companies with less than 250 em- – continuous study of TV ployees, and annual sales of less advertising’s effectiveness; than 50 million euros or a balance – monitoring developments in TV sheet total that does not exceed advertising; 43 million euros. – representing its members and dialogue with representative SMILEY bodies of advertising players. — Formation of a face, an expression from punctuation elements. Often used on mobile phones.

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SNOWBALL EFFECT SOCIAL TV — — Progressive accumulation effect. Social TV refers to real-time com- The term refers to consequences munication and interactivity invol- of any kind (financial, environmen- ving shows on television or online tal, etc.) that may result from an TV and other content displayed on original event. Their repercussions televisions. Social TV is the union of can be very significant. television and social media. Millions of people share their TV experience SOCIAL COOLING with other viewers on social media — using smartphones and tablets. Social cooling refers to the idea that if “you feel you are being SOCIO-ECONOMIC watched, you change your behavior.” CATEGORY And the massive amounts of data — being collected, especially online, is Or socio-professional category. Qua- exaggerating this effect. This may litative criteria that divide physical limit our desire to speak or think persons into classes defined yb em- freely thus bring about “chilling ef- ployment (or unemployment) and fects” on society or social cooling. occupation. There are three nested levels of aggregation: SOCIAL MEDIA – socio-economic groups — (8 standings); See social network. – socio-economic categories (24 and 42 standings); SOCIAL NETWORK – occupational groups — (486 standings). Internet site that allows users to Example, level 1 includes the 8 socio- sign up and create virtual iden- economic groups that follow: tity cards most commonly called – farmers; “profiles”. The network is called, – artisans, merchants, “social”, in that it enables exchange entrepreneurs; among members belonging to the – executives and post-graduate same network: private or public professionals; messages, hyperlinks, videos, pho- – middle management; tos, games... The key ingredient of – personnel; a social network remains the pos- – laborers; sibility to add “friends”, and in this – retired persons; way to manage a list of contacts. – other persons without professional Synonym: social media. occupation.

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SOLOMO SPEED (SOCIAL LOCAL MOBILE) — — Quantity of information transmitted All commercial and marketing stra- through a communication channel tegies tied to social, local, and mobile within a given time interval. Term applications of digital marketing. used in the Internet domain to de- signate connection speed. SOV — SPIN-OFF See share of voice. — Fiction (films or series) focusing SPAM on one or more characters (usually — secondary) of a previous work, or Dispatch, generally non-targeted having the same universe of fiction and en masse, of commercial mes- without having any character in sages by email, SMS, or MMS to common with it. unconsenting individuals. See UCE. SPLIT-SCREEN SPECIAL INTEREST — (CHANNEL) Division of one screen into two win- — dows (or more), one among them Television channel broadcasting able to display aired advertisements. programs centered around a pre- cise theme or targeting a specific SPOILER population. — Message indicating the end of a SPECIAL story (film, book, series...) or revea- RATES AGREEMENT ling twists that we would prefer not — to know. Sometimes called a “bundling bonus” in the general terms and SPONSOR conditions of sale, this discount is — specific to media agencies that at- Advertiser providing financial tain a sufficient number of adver- or material support for an event tiser mandates (varies according in exchange for various forms to advertising space broker and of visibility. media vehicle). SPONSORED LINK — Text advertisement displayed in search engine results following

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an Internet user’s search for a SRP keyword. Advertisers can choose (SOCIAL RATING POINT) the keywords for which they — wish their messages to appear. Indicator of measurement of the On a search page, links at the capacity of a TV program to gene- top page are the most effective rate social media activity. The SRP (best reading of the message, was created by Havas Media and is best perception, most commonly expressed as a percentage. clicked). Synonyms: commercial link, promotional link. SSP (SUPPLY SIDE PLATFORM) SPONSORSHIP — — Technological platform that arbi- Support given to the organization of trates between different purcha- an event, financially or in the provi- sers, making it possible to optimize sion of services, in order to procure the value of advertising inventory corresponding advertising impact. proposed by a publisher by pla- cing potential purchasers in com- SPORT SPONSORSHIP petition through a bidding system. — See bid request, DSP. Financial, material, or technical support of a brand or institution SSL for an athlete or sporting event in (SECURE SOCKETS LAYERS) exchange for various forms of visi- — bility, image association, and pos- Method of securing the transac- sible commercial usages. tions made via the Internet. This term refers to all the different me- SRI thods to publish information on the (FRENCH TRADE UNION Internet: RSS feeds, newsletters, FOR DIGITAL MEDIA OWNERS) content websites, forums, blogs, — video content sites, social networks, French trade union created on microblogging platforms, discus- July 23, 2003 at the will of digital sion groups (newsgroups). brokers on the market with the ob- jective of ensuring the professio- nalism and development of digital advertising in France.

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STANDARD STORYTELLING ADVERTISING FORMAT — — In a marketing context, storytelling For Internet media, the most com- most often refers to using the story monly used display advertising in the advertising communication formats, standardized by the IAB: instead of highlighting brand or – banner; product advantages. The message – skyscraper; is intended to be less “commercial” – rectangle or square; but it must arouse specific feelings – interstitial. and appeal to the targeted audience.

STANDARD DEVIATION STRATEGIC PLANNING — — Mathematical concept that is used Department within communica- to measure the dispersion, or tion agencies and more recently spread, of a set of values around developed within media agencies. their mean. The lower the standard Strategic planning is engaged in deviation, the more homogeneous the sociological, marketing, and the population. technological monitoring of mar- kets, consumers, and trends. It STOPMOTION analyzes the environment, consu- — mer behavior, and brand positio- Animation technique that makes it ning along with their assets and possible to create movement from weaknesses. This analysis enables immobile objects or characters. the identification of problems and A scene or setting is filmed using gives direction or recommendation a camera capable of taking one to creative teams as well as advice single image at a time. Between for meeting client needs. each image, objects in the scene are slightly moved. When the film STREAMING is projected at a normal speed, the — scene appears animated. Technical data transmission pro- cess that makes it possible to play STORYBOARD videos and/or sounds continuously — and in real time. Streaming is the Outline, generally illustrated, that is multimedia broadcast technique used in the planning of a television that makes it possible for an Inter- show, movie, commercial, or play. net user to start playing a sound The illustrations are somewhat si- or video file after just a few se- milar to the art in comic books. conds, without waiting for it to download fully.

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STREET FURNITURE SUPPLIER — — Urban public infrastructure (bus Person or company that provides shelters, Morris columns, city goods and/or services to other maps) that can serve as a medium companies as one of the contribu- for advertising posters or munici- tors to the development process on pal information. the way to the ultimate customer. A supplier could produce and deliver STREET MARKETING raw materials, partially assembled — components, custom parts, or any Marketing technique that uses the consumable supplies. street and public places to promote an event, product, or brand. Street SURVEY MERGER marketing generally uses events, — prospectus and/or free sample dis- Statistical processing that uses tribution, or various other original responses from two surveys with display formats. Synonym: guerilla different subjects and samples in marketing. order to create virtual individuals considered as respondents to a STRUCTURE single survey. This technique can — be used to identify homologous Composition of a population in view or identical behaviors, individuals of one or multiple characteristics, considered close along a set of va- most frequently demographic or riables common to the two surveys. economic in nature. Structure by age of audience for a media, vehicle, SURVEY WAVE or program is an example. Syno- — nyms: breakdown, distribution. Everyone interviewed over the course of one period for a study. SUBJECTIVE AGE — SUSTAINABLE Age “felt” by an individual. Taking DEVELOPMENT into account the subjective age — may be particularly relevant for the Economic development that aims design of an advertising message. to reconcile economic and social progress through environmental SUBSCRIPTION RATES preservation, with the environ- — ment considered as heritage to be In print media, relationship bet- passed on to future generations. ween subscriptions and total paid The UN’s World commission on circulation. environment and development

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(WCED), called the Brundtland SYMPOSIUM Commission, gave it the following — definition in 1987: “Sustainable Meeting of specialists during which development is development that the works of different authors rela- meets the needs of the present wi- ting to the same question are ex- thout compromising the possibility posed. Synonym: conference. for generations to come to meet their own needs.” SYNTEC FEDERATION — SVOD Created on January 1, 1991, Fédé- (SUBSCRIPTION ration SYNTEC comprises – through VIDEO ON DEMAND) its member unions – more than — 3,000 French groups and compa- Video offer that makes it possible nies that specialize in the following for subscribing users to access sectors: engineering; digital techno- a catalog of programs that they logy; market research and consul- choose to view when they wish. tancy; vocational training; events. See VOD. SYNTEC RESEARCH SWIPE & CONSULTING — — Within the context of mobile A union that represents market re- applications and touch screens, search professionals in France. Its this action occurs when the mobile purpose is to represent, promote Internet user moves (or “swipes”) and defend the collective profes- his/her finger across the screen. sional, moral and economic inte- This action can be used to display rests of legal persons who prima- content on a carousel or to close an rily carry out market research and application. See scroll. public opinion polling activities. SYNTEC Research & Consulting is SWOT a member of SYNTEC Federation. (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) — SWOT analysis is a strategic bu- siness analysis method or tool that can be used in the field of marke- ting for a company or product.

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2D dimensions and broken down into (TWO DIMENSIONS) layers constitutes the first building — block. This information is sent to a All objects with only dimensions 3D printer that makes the object by of length and width. adding successive layers.

360 DEGREE 3D SECURE COMMUNICATION — — Protocol of authentication and Expression used to designate the securization of Internet payment entire range of communication tac- that has been developed by Visa tics, offline and online. and MasterCard. When a buyer has validated his/her bank details 3D on a merchant site, he/she must (THREE DIMENSIONS) enter a single-use code sent to — him/her by SMS to confirm that Any object or space with length, he/she is the holder of the means width, and thickness. On a screen, of payment used. a 3D image therefore adds relief and depth to 2D images. 3G (3RD GENERATION) 3D PRINTING — — 3G is the third generation of mo- A so-called additive manufactu- bile phone standards. It is main- ring technique in which mate- ly represented by the UMTS and rial is added together, in contrast CDMA2000 standards, enabling to techniques in which material much faster rates (from 2 to is removed, such as machining. 42 Mb/s defined by the last gene- 3D printing is used to make eve- ration of UMTS networks: HSPA ryday objects, spare parts and + DC) than with the preceding ge- even test prototypes. A software neration, GSM for example. The file that shows the object in three first mass-market applications of

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3G are Internet access, video and bathroom posters, table napkins, television program viewing, and bicycles, bread bags, pizza boxes... video telephony. See UMTS. TAG 3V — — Code that makes it possible to mea- Reference to volume, velocity, va- sure an Internet site’s visitor traf- riety, the three keywords associated fic. Code is added to the site pages with big data. Volume because the to be measured. When a page is amount of data generated by com- called up by a browser, the code panies or individuals is steadily in- placed on the page sends a request creasing. Velocity or speed because to a metering serve that will record data processing must be done of- generated traffic. Tag technology ten in real-time or as quickly as can also be adapted to websites, possible. Variety because data co- streaming video and audio content, mes in a variety of formats and co- mobile Internet, podcasts, etc. mes from multiple sources. See big data, 5V, megadata. TARGET — TABLET Population to whom an advertising (COMPUTER) campaign is addressed. Trans- — lated into demographic terms but Tactile screen (with or without key- increasingly defined in terms of board) that responds to touch (with brand consumption/purchasing fingers or a stylus). The tablet en- and psycho-sociological criteria. ables access to multimedia content In light of consumer evolution, it is (watch television, navigate the Web, increasingly common to address check and send emails...). It is pos- multiple targets for the same pro- sible to install applications from an duct or service. online application shop. Synonyms: digital tablet, electronic tablet. TASK FORCE — TACTICAL MEDIA Group of professionals temporarily — gathered to execute a task or given All affinity and proximity marketing activity or to drive a project. solutions with precise targets, alternatives to the major traditional poster site networks. Examples: table-top displays, taxis, posters at universities, postcards, table mats,

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TCP/IP the attention paid to the message (TRANSMISSION of the advertising campaign that CONTROL PROTOCOL/ will follow. INTERNET PROTOCOL) — TECHNICAL Communication standard between SPECIFICATION heterogeneous systems, used — especially for Internet network A document that lays down the communication. It sets the way in technical requirements that have to which a user’s computer accesses be met by a product, process or ser- data on the network. vice. Within the advertising sector, advertising media impose technical TDR specifications on agencies/adverti- (TERRESTRIAL DIGITAL RADIO) sers with regards to the solutions — offered (banners, spots, posters, Broadcast of digital radio pro- etc.). The term, “ad specs” is used grams by electromagnetic waves. for digital Internet formats, in parti- Digital signals are less sensitive to cular. Ad specs or “specs” comprise interference and disturbance than a range of technical constraints that analog signals. the agency responsible for the ad- vert has to respect. Synonyms: ad TEAM BUILDING specifications, ad specs. — Workshops organized to install TED a group dynamic, reinforce team (TECHNOLOGY, cohesion and develop certain skills ENTERTAINMENT AND DESIGN) to work better together, often relying — on fun, sports or cultural activities. TED is a nonprofit devoted to sprea- ding ideas, usually in the form of TEASER short, powerful talks (18 minutes — or less). TED began in 1984 as a An advertising or promotional de- conference where technology, en- vice intended to arouse interest tertainment and design converged, or curiosity especially in something and today covers almost all topics to follow. from science to business to global issues in more than 100 languages. TEASING — TELEMARKETING Advertising technique that consists — in rousing the curiosity of the All direct marketing techniques in- contact or prospect to increase volving use, in the broad sense of

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the word, of the telephone in the cation and can occur before as well prospect or client communication as after the promotional activity strategy: issuing calls, receiving for verification and monitoring calls, market study. purposes. See post-test, pre-test.

TELEVISION TESTIMONIAL SPONSORSHIP — — An advertising technique consis- TV spot a few seconds in length ting in boasting the merits of a that encapsulates a television product by a person (consumer, ex- program and associates an ad- pert, celebrity or leader of opinion), vertiser’s brand with the program. deemed competent or representa- These campaigns can be pro- tive of an average customer. The gram for a few weeks or for many testimonials of satisfied customers months and are always outside of can be real or imagined. classical advertising slots, coupled with program trailers. Since Fe- TGI bruary 15, 2017, the regulatory of (SURVEY) the broadcast sponsoring autho- — rizes the presentation of products Media/market study carried out in and services. This identification France by Kantar Media on French can be made by the name, the logo people aged 15 and over. It couples or another symbol of the sponsor. consumption habits with media consumption behavior (on and off), TERRESTRIAL socio-demographic data and opi- — nions, attitudes, and lifestyles. See Information transmission system media market. that uses electromagnetic waves that propagate in frequency space THIRD PARTY DATA inferior to 3 THz. The terrestrial — broadcast mode is different from Targeting data provided by a third cable or satellite broadcast. party company to help advertisers refine their targeting or increase TEST their audience pool. See DMP, first — party data, second party data. Reaction measurement for a sample (most often representative) of the THREE COLOUR target population. This measure- PRINTING ment can be around a product, its — conditions of use, its distribution Three colour printing: yellow, cyan, method, its price, or its communi- magenta.

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THROUGHPUT SPEED TOP-OF-MIND — — Quantity of information trans- See top-of-mind awareness. mitted through a communication channel within a given time in- TOP-OF-MIND terval. Term used in the Internet AWARENESS domain to designate connection — throughput (speed). Also called first-rate awareness. The percentage of people that TIME PER VISIT spontaneously cite the brand first — in response to an unaided aware- Time spent by an Internet user ness question. browsing a site’s webpages during one session. TOTAL CIRCULATION — TIME SHIFTING For print media, the average num- — ber of copies of a given publica- Term that describes “live-broadcast tion distributed per issue. It is the control” by viewers and/or liste- sum of paid circulation in France ners. Process of video and audio and abroad added to non-paid recording management on a digital circulation as calculated by the OJD. storage device that makes it pos- See OJD. sible to view or retrieve a time- bound element that has been TOUCHPOINT recorded or more specifically a te- — levised program on a slight delay. See point of contact. The technique can also be applied to radio programs through podcasts. TRACKING — TIME SLOT Term that depends on the context — in which it is used, even if the See day part. overall idea remains the same, of following indicators. Researchers TIME STAMP use tracking to collect data and — measure changes in accordance Operation that very precisely with a specified frequency (weekly, gathers the start and end times of monthly, etc.). In the digital world, any program or program portion it’s about “tracking” a visitor to a broadcast on television. website. It is thereby possible to discover the visitor’s journey and the time and date of his/her visit.

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Tracking can be performed in real TRAFFIC time or at a later date. Tracking — also serves to observe the reac- Number of Internet users connec- tion and actions of an Internet user ted to a site within a given period. following exposure to advertising or receipt of an email. For example: TRAFFICKING brand awareness tracking. — Activity of implementation, tech- TRADE ADVERTISER nical planning and monitoring of — display advertising campaigns on Advertiser which always returns to the Internet. the same medium or outlet to reach its target, because that outlet has a TRAILER particular affinity with its activity — (for example: beauty advertisers Film sequence or short communi- and premium women’s magazines). cation channel message adverti- The concept of a trade advertiser sing a film or program. relates primarily to the trade press or certain Internet outlets which TRANSIT POSTERS dominate their subject area. — Poster sites for all formats in sta- TRADE DISCOUNT tions, metros, and airports. — Key element of the commercia- TRANSPARENT FLASH lization of advertising space. An — agency mandated by an adverti- On the Internet, the advertising for- ser to enact its advertising space mat in which a visual element mo- purchase is generally accorded a ves or an animation plays for a few trade discount. seconds in superimposition over a webpage (most commonly over a TRADING DESK site’s home page). — Entity specialized in audience pur- TRIAL OFFER chase. Trading desks can be part of — media agencies or independent of Direct/promotional marketing offer them. They use available or inter- that aims to incite prospects to try nally developed DSP technologies a product or service. (demand side platform) to optimize advertising campaigns. See DSP.

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TROLLEY ADVERTISING TWITTER USER BOARD — — An active user of the Twitter social Point of sale display mode that dis- network. Synonyms: tweeps, twits. plays advertisements on the shop- ping trolleys used by the consumers. TYPOLOGY — TWEET Data processing that makes it pos- — sible to group individuals according Message with a maximum of to their proximity along a series of 280 characters disseminated on criteria to generate homogeneous the Twitter platform. See retweet. groups.

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UBERIZATION promotion, direct marketing, spon- — soring...) to promote the goods, ser- Originates from the Uber company vices, or activities that they offer name. Term used to designate a new to the public. economic model related to the digital economy that can threaten and UDECAM quickly challenge the model of the (FRENCH UNION “traditional” economy. Uberization OF MEDIA CONSULTING is about connecting professionals AND PURCHASING COMPANIES) (or non-professionals) and clients — through new technologies. French association connecting va- rious media and communication UCE actors. Its mission is to defend the (UNSOLICITED interests of its members from all COMMERCIAL EMAIL) public, professional, and interpro- — fessional market players. Legal term used to describe com- mercial spam, an electronic pro- UFMD motional message sent to a consu- (FRENCH DIRECT mer without the consumer’s prior MARKETING UNION) request or consent. We speak more — commonly of spam. See spam. Federation of professional asso- ciations representative of various UDA sector stakeholders. Its mission (FRENCH UNION is to promote all direct marke- OF ADVERTISERS) ting methods and techniques and — to develop the knowledge of its Representative union of adverti- members and the general public. sers, companies and organizations that use commercial or institutio- nal communication (advertising,

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UGC of services, integrating voice, data, (USER-GENERATED CONTENT) and images. It defines the third — generation of mobiles, with much All content created by visitors wider possibilities, particularly to community or exchange sites concerning data transfer and new and spaces. Personal videos on services accessible from mobile platforms such as YouTube and devices such as on-demand video. Dailymotion, public photo albums, See 3G. consumer reviews, and com- mentaries are all UGC. Synonym: UNADDRESSED consumer-generated content. ADVERTISING MAIL — UHD Advertisement distributed in mail- (ULTRA-HIGH DEFINITION) boxes without using the complete — address (name and address) as This is what we find for all screens targeting criteria. This form of with a definition of 3,840 by 2,160 communication is heavily used by pixels. UHD is sometimes taken for retailers, point of sale networks, the “4K”, which offers a definition and mass market brands. of 4,096 by 2,160 pixels (more than 4K points, hence the name). Note UNAIDED AWARENESS also that the UHD offers a 4 times — better resolution than the “full HD” Percentage of people that can (1,920 by 1,080). See 4K. spontaneously cite a brand without being assisted by a list. The ques- UMBRELLA BRAND tion posed is in the following form: — “Which brands of mobile phones Single brand that brings together are you familiar with?” See top of heterogeneous products of diverse mind awareness. types. It becomes a mother brand when it is associated with multiple UNDIFFERENTIATED product brands. POSITIONING — UMTS Advertising for which the positio- (UNIVERSAL MOBILE ning was not designated by name, TELECOMMUNICATIONS SYSTEM) bearing no price markup. On an ad- — vertising order, placement for these Name of the European standard for advertisements is designated as third generation mobile radio com- “best possible”. munications systems that makes it possible to offer a broad range

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UNICORN UPSELLING — — Expression invented by the Ameri- Upmarket, the practice of offering can Aileen Lee in 2013 which desi- a product or service slightly higher gnates a start-up, mainly from the and more expensive than the one Silicon Valley, valued at more than the prospect is interested in. Up- a billion dollars. Aileen Lee conduc- selling is normally practiced when ted a study in 2013, showing that the proposed new product allows less than 0.1% of the companies for a higher margin. in which venture capital funds were invested had valuations over URBAN 1 billion dollars. AGGLOMERATION — UNIQUE AUDIENCE A municipality or group of munici- — palities forming a continuous built- See UV. up area (no break between two buildings of more than 200 metres) UPCYCLING with at least 2,000 inhabitants. Sy- — nonym: urban unit. Process of transforming materials destined to be destroyed into new URL products of high value and environ- (UNIFORM RESOURCE LOCATOR) mental purpose. On a branding pers- — pective, upcycling refers to adverti- Unique address that makes it pos- sers who recycle inspirations and sible to access a webpage after ty- transform an already-existing idea ping it in a navigator’s address bar. into an adapted but different one. USER CENTRIC UPE — (FRENCH OUTDOOR Family of audience measurement ADVERTISING UNION) solutions that rely on automatic — and continuous observation of the Trade union that connects out- behavior of an Internet user panel door advertising firms that work that is representative of a given po- in France. pulation, at home or, more rarely, at the office. These solutions rely on the automatic recording of an Internet user’s browsing behavior. They complement the site centric approach. See site centric.

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USER SESSION study. Individuals who have visited — the same site multiple times over the Uninterrupted time interval bet- course of the month are only counted ween the start and end of a user’s once. Synonym: unique audience. online consultation with a browser. One session could consist of visits UX to multiple sites. (USER EXPERIENCE) — USP A term used to describe the quality (UNIQUE SELLING PROPOSITION) of the user’s experience whenever — there is any kind of interaction. UX Advertising method that consists qualifies the overall experience of of formulating the communication the user when using an interface, of a product or a brand around a a digital device or, more generally, unique (exclusive) promise, a truly when he/she interacts with any kind differentiating element. of device or service. UX focuses on usability (user friendliness) as well UV as emotional impact. (UNIQUE VISITOR) — Key indicator of Internet audience measurement. Total number of visitors who have visited a site at least once during the month under

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VARIABLE microphone and makes selections — as spoken words and phrases. The Value likely to evolve that will be ob- term is also used in reference to served or manipulated throughout virtual commerce, centered on the a study. Example: audience beha- use of virtual reality. Synonyms: vior can be analyzed according to virtual commerce, voice commerce. demographic variables. VERBATIM VAST — (VIDEO AD-SERVING TEMPLATE) All words or phrases pronoun- — ced by an interviewee or by a Technical standard developed by population throughout a survey. the IAB defined as a standardized Synonym: word for word. communication protocol allowing a simplified and homogeneous VERTICAL VIDEO exchange of information between — video players, video ad servers and Video format suitable for viewing other actors of the instream video on the mobile phone, so it is higher advertising market. This standard than it is wide. Moving to vertical is to enable companies to draw on video is not just done by refor- players and ad servers possessing matting the original video file. It the same interface and speaking can impact the creative process the same language. See IAB, VPAID. and need to frame and compose images differently. V-COMMERCE — VINTAGE V-commerce is user interaction — with a commercial website that in- Marketing operation that involves corporates voice recognition tech- giving old products new life in or- nology. Rather than the traditional der to benefit from the consumer point-and-click method of making nostalgia effect. The objective is choices, the user speaks into a also to valorize the brand’s historic

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past in reminding the public of its VISIT past successes. — Key indicator for website audience VIRAL measurement. All pages consulted — on a website during one session. See viral marketing. VISITOR VIRAL MARKETING — — Number of different users that have Marketing strategy that focuses visited a given site. This data is only on spreading information and opi- available for sites that request that nions about a product or service their users identify themselves. from person to person, especially by using unconventional means VLOG such as the Internet or email. — Synonym: viral. Blog containing a video. A series of brief reports generally posted on so- VIRTUAL REALITY cial networks. Synonym: video blog. — Technology that allows to immerse VOD a person in a digitally created arti- (VIDEO ON DEMAND) ficial world. It can be a reproduc- — tion of the real world or a totally VOD stands for video on demand, imaginary universe. This immer- a technology that allows people to sion is done using a virtual reality watch films instantly. With video headset that places a stereoscopic on demand, viewers get to choose 3D display system on the nose, in exactly what they want to watch, front of the eyes. and when and where they wish to watch it. See SVOD. VIRUS — VOICE ASSISTANT Small program which goal is to — spread and infect as many ma- Software application based on the chines as possible. It is unthinkable speech recognition of the natu- to use the Internet and especially ral language, and the rendering an email without having an up-to- of information by voice synthesis. date antivirus program. Depending on the level of sophisti- cation, the voice assistant can, for example, search the Web, trans- late words, write and read emails,

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make a phone call, or program as- VPN sisted navigation. Synonym: voice (VIRTUAL PRIVATE NETWORK) bot. Examples: Amazon Echo, Siri, — Google Home. Normally, browsing the Inter- net takes place on a “common VOLUME DISCOUNT network”. One chooses a VPN — when he/she looks for anonymity, Rate reduction linked to advertiser leaving therefore no trace of his/ volume in a given media vehicle. her navigation. A VPN thus allows the secure exchange of data on an VPAID IP network between two terminals. (VIDEO PLAYER AD-SERVING INTERFACE DEFINITION) VRM — (VENDOR RELATIONSHIP Series of standardized APIs is- MANAGEMENT) sued by the IAB for communication — between a video player and an ad- All of the systems, tools (particularly vertisement. The VPAID standard software), technology and services allows to enhance the interactivity that help consumers identify and of instream video formats. See API, select the products and services IAB, instream video, VAST. that they are looking for. See CRM.

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WACKAGING WAP — (WIRELESS Cross between “wacky” and “pac- APPLICATION PROTOCOL) kaging”. Staggered messages that — a brand prints on its packaging. Communication standard that ma- kes it possible for mobile devices to WAIT MARKETING connect to services with the Inter- — net network as intermediary. Consists of using the wait mo- ments of consumers to submit WATCH them advertising messages, mar- — keting messages, to distribute goo- Process that involves monitoring dies, samples, leaflets. and analyzing a market as a whole. There are many kinds of watch: WALL – active watch: monitoring the (FACEBOOK) environment with focus on an — identified object or domain under Main page of a Facebook account. investigation; – passive watch: monitoring the WALL MAPPING environment without a precisely — identified subject or objective; Video projection on the facade of – strategic or competitive watch: a building. method for systematically and continuously analyzing competi- WALLPAPER tor activity; — – offensive atch:w monitoring me- Background image or set of thod that uses aggressive or images displayed on the screen of even illegal procedures to obtain a computer, smartphone or other sought information or to influence electronic device. or destabilize an adversary.

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WATERMARKING WEBDESIGN — — Technology used to measure te- Discipline that involves structuring levision audience. Watermarking the graphic elements of a website involves inserting a mark (sound) to translate, through an aesthetic inaudible to the human ear into dimension, the visual identity of a television broadcasts. This mark company or organization. contains identification informa- tion for the channel broadcasting WEBINAR the program and regular cues for — the time of broadcast. Audimeters Contraction of the words “Web” installed at the homes of panelists and “seminar”. A webinar is a mul- recognize this information. timedia and interactive seminar that assembles specialists through WEARABLE online registration and can be ac- — cessed on the Web in real time or Garment or accessory incorpora- on a delay. ting advanced computer or elec- tronic elements that can be worn WEB LISTENING comfortably on the body. These — portable technologies include tex- Listening of the conversations on tiles, glasses, smart watches or social networks and more broadly jewelry. Synonyms: portable tech- “what is being said” on the Web. nology, wearable technology. See The activity of Web listening can Internet of things. concern a brand, a sector of activity, a problem, a public, an event, etc. WEARABLE COMPUTING — WEBMASTER Designates all digital devices that — the user can wear at all times: Person in charge of managing a glasses, cameras, connected bra- website, from its graphic and edi- celets, watches, etc. torial design to its maintenance through its technical implemen- WEBCASTING tation and its daily animation: — content update, analysis of the vi- With reference to broadcasting, sitors, natural referencing... term that encompasses the entire chain of production and broadcas- WEB RADIO ting applied to the Web universe. — Radio station exclusively broadcast on the Internet.

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WEB SERIES risk and to raise awareness. The — elements he/she discovered and Series composed of video epi- denounced are considered a threat sodes exclusively broadcast on to human beings, the environment, the Internet. society and freedom.

WEB TV WHITE AREA — — Television channel exclusively broad- Areas of the territory on which no cast on the Internet. mobile operator is present. They are mainly located in rural areas, WEB 2.0 mountains and forests. — Expression designating a new ge- WHITE LIST neration of Internet sites recogni- — zable for the following features: List of addresses or domains or collaborative content supplied by trustworthy people whose emails Internet users, content sharing, cannot be blocked or trashed. use of RSS feeds, site personaliza- tion, and mash-up or aggregation WHITE PAPER of content from different services. — The Web 2.0 phenomenon encom- Practical guide, a publication of a passes diverse dimensions: from few pages in length dedicated to a a technical point of view, it can be product or technique designed for considered as the multiplication of prospects and/or clients. services available to the Internet user; from a sociological point of WIDGET view, it values interactivity, encou- — raging the formation of networks Small interactive downloadable and the active participation of the module that users can place on Internet user. their computer desktops, filling a useful purpose (weather, stock WHISTLE-BLOWER market, calendar...) or for fun (pho- — to gallery, joke of the day...). Widgets Expression created in the 1990s can also take the form of an anima- by sociologists Francis Chateau- tion that appears on the desktop. raynaud and Didier Torny. It re- fers to an individual, a scientist or a private citizen, or a group that challenges public authorities and the media to report any danger or

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WI-FI WINDOW POSTER (WIRELESS FIDELITY) — — Poster sites situated on the win- Standard technology for wireless dows of local businesses. access to local networks, ena- bling Internet connection within a WIRELESS LOCAL LOOP 100-meter radius. — Process that furnishes high-speed WIKI telecommunication services over — the airwaves. The signal is trans- Type of collaborative website for mitted over waves, not through which content is created and then copper wire or fiber optic able.c Ins- modified and added to by the In- talling a network requires setting up ternet users themselves. Wikis large antenna-relays for the geogra- make it possible to exchange infor- phic zone and equipping clients with mation, to quickly disseminate it, small personal antennae. and to structure it in a way that facilitates navigation. WOM (WORD OF MOUTH) WILD POSTING — ADVERTISING Transmission of information and — judgment of any nature among Advertising display outside the sup- peers from one individual to ano- ports and restricted spaces provi- ther with non-commercial purpo- ded for this purpose. Prohibited by ses. Viral marketing seeks to gene- law, wild posting is often a political rate word of mouth on the Internet. display or advertising display re- lated to street marketing or guerilla marketing operations. See guerilla marketing, street marketing.

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XML ZAPPING (EXTENSIBLE MARKUP — LANGUAGE) Act of changing the television — channel or radio station using Computer language that mainly a remote control or any other serves to transfer data, sometimes electronic procedure. organized on multiple levels. ZEITGEIST — German expression designating “the spirit of time”. Perception and conception of the intellectual, socio-cultural, political, ethical and spiritual world at a given moment.

YIELD MANAGEMENT — Technique that enables real-time calculation of the prices that will optimize profit generated by the sale of a product or service, based on real-time modeling and pre- diction of demand behavior along market microsegment.

YTD (YEAR-TO-DATE) — Period extending from the beginning of the current year to the present day, excluded.

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