Free edition - Cannot be sold - Cover © Coraline Vacher The bilingual dictionary of media terms ofmediaterms The bilingualdictionary 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 1 REPRODUCTION INTERDITE Table of contents ......................7 ...................68 .................114 ...................19 ...................75 .................116 ...................27 ...................76 .................122 ...................41 ...................77 .................136 ...................49 ...................82 ...............144 ...................54 ...................92 .................148 ...................61 ...................96 .................152 ...................64 .................101 .....156 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 3 REPRODUCTION INTERDITE 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 Free edition. Cannot be sold. [email protected] 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 Printed by TI-MEDIAN, 70/82 rue Auber, 94401 Vitry-sur-Seine Legal deposit: June 2018 ISBN : 979-10-96453-05-4 Warning : confidential document. Its content remains the exclusive property of Havas Edition. Any full or partial reproduction is forbidden without prior written consent of Havas Edition. Free edition. Cannot be sold. PEFC certified - pefc-france.org 5 REPRODUCTION INTERDITE 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. 7 REPRODUCTION INTERDITE 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. 8 REPRODUCTION INTERDITE 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- 9 REPRODUCTION INTERDITE cial different from that visible on the (IP telephone and