Médias et Communication - Digital Advertising

Ici, vous apprendrez quelques mots anglais liés à la publicité numérique tels que "coût par clic", "infopublicité" et "contenu de marque".

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Words Related to Media and Communication

ad impression

[nom]

a single instance of an advertisement being displayed to a viewer

impression publicitaire, affichage publicitaire

Ex: Each time a person scrolls past an ad on a website , it counts as an ad impression.Chaque fois qu'une personne fait défiler une publicité sur un site Web, cela compte comme une **impression publicitaire**.

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click-through rate

[nom]

a metric used in digital advertising that measures the percentage of users who clicked on a specific ad or link out of the total number of impressions it received

taux de clic, taux de clics

Ex: The click-through rate was higher for mobile users compared to desktop users .Le taux de **clic** était plus élevé pour les utilisateurs mobiles que pour les utilisateurs de bureau.

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conversion rate

[nom]

a metric used in digital marketing that measures the percentage of users who completed a desired action or goal, such as making a purchase, filling out a form, or subscribing, out of the total number of visitors or interactions

taux de conversion, ratio de conversion

Ex: By simplifying the checkout process , the team was able to increase the conversion rate for their online shop .En simplifiant le processus de paiement, l'équipe a pu augmenter le **taux de conversion** pour leur boutique en ligne.

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cost-per-click

[nom]

a digital advertising pricing model where advertisers pay each time a user clicks on their ad

coût par clic, prix par clic

Ex: If the cost-per-click continues to rise , we might need to rethink our advertising approach .

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ad placement

[nom]

the location and position of an advertisement within a media channel or platform, such as a website, social media platform, or search engine results page

placement publicitaire, emplacement de publicité

Ex: The success of the product launch was partly due to the effective ad placement on popular websites .Le succès du lancement du produit était en partie dû au **placement publicitaire** efficace sur les sites Web populaires.

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targeted advertising

[nom]

a form of online advertising that uses data analysis to deliver promotional messages to a specific audience

publicité ciblée, publicité personnalisée

Ex: By analyzing past purchases , retailers can use targeted advertising to suggest new products to customers .

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ad tracking

[nom]

the process of monitoring and analyzing the performance of online advertising campaigns

suivi des publicités, traçage des annonces

Ex: He checked the ad tracking report to see if the new promotion was working well .Il a vérifié le rapport de **suivi des publicités** pour voir si la nouvelle promotion fonctionnait bien.

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advertising campaign

[nom]

a coordinated and strategic effort to promote a product, service, or brand using a series of advertisements or marketing messages over a period of time

campagne publicitaire, opération publicitaire

Ex: The advertising campaign for the smartphone featured a series of commercials that highlighted its innovative features and sleek design .La **campagne publicitaire** pour le smartphone comprenait une série de publicités mettant en avant ses caractéristiques innovantes et son design élégant.

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ad targeting

[nom]

the process of selecting a specific audience for an advertising campaign based on various criteria

ciblage publicitaire, ciblage des annonces

Ex: The ad campaign focused on ad targeting to ensure it reached sports enthusiasts.La campagne publicitaire s'est concentrée sur le **ciblage publicitaire** pour s'assurer qu'elle atteigne les amateurs de sport.

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retargeting

[nom]

a form of online advertising that targets users who have previously interacted with a website or advertisement, by showing them relevant ads on other websites or platforms as they continue to browse the Internet

reciblage, remarketing

Ex: They used retargeting to bring back users who had shown interest in their services but hadn’t signed up.Ils ont utilisé le **retargeting** pour ramener les utilisateurs qui avaient montré de l'intérêt pour leurs services mais ne s'étaient pas inscrits.

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viewability

[nom]

the extent to which an online ad is actually seen by an audience

visibilité, capacité de visualisation

Ex: The report showed that the viewability of our online ads has increased over the last few months .Le rapport a montré que la **visibilité** de nos publicités en ligne a augmenté au cours des derniers mois.

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native advertising

[nom]

a form of online advertising that blends in with the content and design of the platform on which it appears, creating a more seamless and less disruptive user experience

publicité native, publicité intégrée

Ex: A search engine may display native advertising in its search results , featuring paid listings that resemble organic search results but are clearly identified as advertisements .

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SEO

[nom]

the practice of optimizing a website's content, structure, and other elements to improve its visibility and ranking

optimisation pour les moteurs de recherche, référencement naturel

Ex: Using the right keywords in your articles is an important part of search engine optimization.

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SEM

[nom]

a form of online advertising that involves promoting a website by increasing its visibility in the search engine results pages

marketing des moteurs de recherche, publicité sur les moteurs de recherche

Ex: With search engine marketing, ads appear right at the top of search results when users search for relevant products.

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pay-per-click

[nom]

a digital advertising model where advertisers pay each time a user clicks on one of their ads, typically in search engine advertising or social media advertising

paiement par clic, coût par clic

Ex: They spent their marketing budget on pay-per-click ads to boost their sales .Ils ont dépensé leur budget marketing en publicité **au clic** pour augmenter leurs ventes.

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geotargeting

[nom]

the practice of delivering content or advertising to a specific audience based on their geographic location, such as country, state/province, city, or even ZIP/postal code

géociblage, ciblage géographique

Ex: Geotargeting helps online stores show relevant products based on where the customer is shopping from.Le **géociblage** aide les boutiques en ligne à afficher des produits pertinents en fonction de l'endroit où le client effectue ses achats.

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split testing

[nom]

a method of comparing two versions of a web page, ad, or other digital content to determine which one performs better in terms of user engagement, conversions, or other metrics

$test fractionné, test A/B$

test fractionné, test A/B

Ex: By using split testing, the company improved its ad campaign by 20 % .En utilisant le **test A/B**, l'entreprise a amélioré sa campagne publicitaire de 20%.

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real-time bidding

[nom]

a digital advertising technology where advertisers bid in real-time to show their ads to specific audiences and the highest bidder gets to show their ad

enchères en temps réel, soumission en temps réel

Ex: I learned that real-time bidding helps websites earn more money by selling ad space to the highest bidder .

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influencer marketing

[nom]

a type of digital marketing that involves partnering with social media influencers who have a large following and high engagement rates to promote a product or service

marketing d'influence, marketing par influenceurs

Ex: The company increased their sales after running a successful influencer marketing campaign with a well-known celebrity .

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ad auction

[nom]

a real-time bidding process where advertisers compete to display their ads on a website or app by bidding on ad inventory, and the highest bidder wins

enchère publicitaire, vente aux enchères publicitaires

Ex: After winning the ad auction, the business saw an increase in website traffic .Après avoir remporté l'**enchère publicitaire**, l'entreprise a constaté une augmentation du trafic sur son site web.

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ad network

[nom]

a platform that connects advertisers with publishers to display ads on their websites or apps

réseau publicitaire, plateforme de publicité

Ex: I signed up with an ad network to promote my product on various apps and websites .Je me suis inscrit à un **réseau publicitaire** pour promouvoir mon produit sur diverses applications et sites web.

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meta-advertising

[nom]

the advertising of advertising services or products, typically used in the context of advertising technology or marketing technology companies

méta-publicité, publicité de publicité

Ex: Meta-advertising can be a fun way to engage viewers , especially when it breaks the fourth wall and acknowledges the nature of the ad .

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display ad

[nom]

a type of online advertising that uses images, graphics, videos, or animations to promote a product, service, or brand on a website, social media platform, or other digital medium

publicité display, annonce display

Ex: As I was reading the article , a display ad popped up offering a discount on clothing .Alors que je lisais l'article, une **publicité display** est apparue, proposant une réduction sur les vêtements.

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infomercial

[nom]

an advertising television program that tries to promote a product by giving a lot of information about it in a supposedly objective manner

publi-reportage, infopublicité

Ex: The fitness guru starred in an infomercial, explaining the benefits of their workout program and offering a special discount to viewers who order within the next 30 minutes .Le gourou du fitness a joué dans un **infopublicité**, expliquant les avantages de son programme d'entraînement et offrant une réduction spéciale aux téléspectateurs qui commandent dans les 30 prochaines minutes.

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product placement

[nom]

the inclusion of a company's product in a movie or TV program as a form of paid promotion

placement de produit

Ex: The reality show featured product placement where contestants wore clothing and accessories from a well-known fashion label , prominently displaying the brand 's logo .L'émission de télé-réalité mettait en scène du **placement de produit** où les candidats portaient des vêtements et accessoires d'une marque de mode bien connue, affichant de manière visible le logo de la marque.

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direct marketing

[nom]

the practice of selling products or services using phone, mail, or email

marketing direct

Ex: Direct marketing strategies , like SMS marketing , provide businesses with a quick and efficient way to communicate special offers and updates directly to customers ' mobile devices .Les stratégies de **marketing direct**, comme le marketing par SMS, offrent aux entreprises un moyen rapide et efficace de communiquer des offres spéciales et des mises à jour directement sur les appareils mobiles des clients.

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telemarketing

[nom]

a method of selling and promoting goods and services by phone

télémarketing

Ex: Advances in technology have allowed telemarketing firms to use predictive dialing systems to increase the efficiency and volume of their calls .Les progrès technologiques ont permis aux entreprises de **télémarketing** d'utiliser des systèmes de numérotation prédictive pour augmenter l'efficacité et le volume de leurs appels.

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viral marketing

[nom]

a method of marketing in which a company encourages customers to share information about its services or products by email or on social media

marketing viral

Ex: The company 's viral marketing campaign involved creating a funny video that quickly spread across social media , attracting millions of views and new customers .La campagne de **marketing viral** de l'entreprise consistait à créer une vidéo amusante qui s'est rapidement répandue sur les réseaux sociaux, attirant des millions de vues et de nouveaux clients.

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branded content

[nom]

a type of material created or sponsored by a company to promote its brand, products, or services, often seamlessly blended into various media formats like articles, videos, or social media posts

contenu de marque, contenu sponsorisé

Ex: The beauty brand launched a branded content campaign on social media, encouraging users to share their makeup tutorials and skincare routines using branded hashtags, creating a community of brand advocates and generating user-generated content.La marque de beauté a lancé une campagne de **contenu de marque** sur les réseaux sociaux, encourageant les utilisateurs à partager leurs tutoriels de maquillage et routines de soins en utilisant des hashtags de marque, créant ainsi une communauté d'ambassadeurs de la marque et générant du contenu généré par les utilisateurs.

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dark advertising

[nom]

the practice of targeting specific audiences with personalized ads or content that is not visible to the general public

publicité obscure, publicité ciblée invisible

Ex: A financial institution may use dark advertising to reach high-net-worth individuals with personalized investment opportunities , without disclosing those opportunities to the general public .Une institution financière peut utiliser **la publicité sombre** pour atteindre des individus à haut revenu avec des opportunités d'investissement personnalisées, sans divulguer ces opportunités au grand public.

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conversion rate optimization

[Phrase]

the process of enhancing a website or marketing campaign to increase the percentage of visitors who take an action, such as making a purchase or filling out a form

Ex: Continuous monitoring and adjustment conversion rate optimization efforts are essential for staying competitive in the ever-evolving digital landscape .

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engagement marketing

[nom]

the act of creating interactive experiences to build relationships with customers and encourage ongoing interactions with a brand

marketing d'engagement, marketing relationnel

Ex: Engagement marketing is effective at trade shows, where companies set up interactive booths with hands-on product demonstrations and activities to engage attendees and generate interest.Le **marketing d'engagement** est efficace lors des salons professionnels, où les entreprises installent des stands interactifs avec des démonstrations de produits pratiques et des activités pour engager les participants et susciter leur intérêt.

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zero moment of truth

[nom]

the point in the buying cycle when a consumer researches a product online before making a purchase decision

moment zéro de la vérité, instant zéro de la vérité

Ex: During the zero moment of truth, an effective SEO strategy can ensure that a company's product appears at the top of search results, increasing the likelihood of capturing the consumer's interest and driving sales.

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remarketing

[nom]

the act of showing ads to people who have interacted with a product or brand online to encourage them to take further action

remarketing, reciblage publicitaire

Ex: By using remarketing techniques, the fitness app was able to remind users who had downloaded the app but not subscribed to premium features, highlighting the benefits and promotions to entice them to subscribe.En utilisant des techniques de **remarketing**, l'application de fitness a pu rappeler aux utilisateurs qui avaient téléchargé l'application mais ne s'étaient pas abonnés aux fonctionnalités premium, en mettant en avant les avantages et les promotions pour les inciter à s'abonner.

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hyper-personalization

[nom]

the act of producing products, services, or content to individual preferences and behaviors to provide highly customized experiences

hyper-personnalisation, personnalisation avancée

Ex: Retailers implement hyper-personalization in their loyalty programs by offering exclusive rewards and discounts tailored to each customer's shopping habits and preferences, enhancing customer engagement and retention.

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banner ad

[nom]

a form of online advertisement that is shown at the sides, top, or bottom of a webpage and is delivered by an ad server

bannière publicitaire

Ex: Companies often use banner ads to increase brand awareness, drive website traffic, and generate leads for their products or services.Les entreprises utilisent souvent des **bannières publicitaires** pour accroître la notoriété de leur marque, augmenter le trafic sur leur site Web et générer des prospects pour leurs produits ou services.

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Médias et Communication - Digital Advertising