Media e Comunicazione - Digital Advertising

Qui imparerai alcune parole inglesi relative alla pubblicità digitale come "costo per clic", "pubblicità informativa" e "contenuto di marca".

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Words Related to Media and Communication

ad impression

[sostantivo]

a single instance of an advertisement being displayed to a viewer

impression pubblicitaria, visualizzazione dell'annuncio

Ex: Each time a person scrolls past an ad on a website , it counts as an ad impression.Ogni volta che una persona scorre oltre un annuncio su un sito web, conta come una **impressione pubblicitaria**.

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click-through rate

[sostantivo]

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

tasso di clic, percentuale di clic

Ex: The click-through rate was higher for mobile users compared to desktop users .Il tasso di **clic** è stato più alto per gli utenti mobili rispetto agli utenti desktop.

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conversion rate

[sostantivo]

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

tasso di conversione, percentuale di conversione

Ex: By simplifying the checkout process , the team was able to increase the conversion rate for their online shop .Semplificando il processo di checkout, il team è riuscito ad aumentare il **tasso di conversione** per il loro negozio online.

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cost-per-click

[sostantivo]

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

costo per clic, prezzo per clic

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

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ad placement

[sostantivo]

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

posizionamento dell'annuncio, collocazione della pubblicità

Ex: The success of the product launch was partly due to the effective ad placement on popular websites .Il successo del lancio del prodotto è stato in parte dovuto al **posizionamento pubblicitario** efficace su siti web popolari.

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targeted advertising

[sostantivo]

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

pubblicità mirata, pubblicità personalizzata

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

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ad tracking

[sostantivo]

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

monitoraggio degli annunci, tracciamento della pubblicità

Ex: He checked the ad tracking report to see if the new promotion was working well .Ha controllato il rapporto di **tracciamento degli annunci** per vedere se la nuova promozione funzionava bene.

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advertising campaign

[sostantivo]

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

campagna pubblicitaria

Ex: The advertising campaign for the smartphone featured a series of commercials that highlighted its innovative features and sleek design .La **campagna pubblicitaria** per lo smartphone includeva una serie di spot che ne evidenziavano le caratteristiche innovative e il design elegante.

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ad targeting

[sostantivo]

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

targeting pubblicitario, indirizzamento degli annunci

Ex: The ad campaign focused on ad targeting to ensure it reached sports enthusiasts.La campagna pubblicitaria si è concentrata sul **targeting degli annunci** per assicurarsi di raggiungere gli appassionati di sport.

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retargeting

[sostantivo]

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

retargeting, remarketing

Ex: They used retargeting to bring back users who had shown interest in their services but hadn’t signed up.Hanno utilizzato il **retargeting** per riportare gli utenti che avevano mostrato interesse per i loro servizi ma non si erano registrati.

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viewability

[sostantivo]

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

visibilità, capacità di visualizzazione

Ex: The report showed that the viewability of our online ads has increased over the last few months .Il rapporto ha mostrato che la **visibilità** dei nostri annunci online è aumentata negli ultimi mesi.

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native advertising

[sostantivo]

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

pubblicità nativa, pubblicità integrata

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

[sostantivo]

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

ottimizzazione per i motori di ricerca, posizionamento nei motori di ricerca

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

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SEM

[sostantivo]

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

marketing dei motori di ricerca, pubblicità sui motori di ricerca

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

[sostantivo]

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

pagamento per clic, costo per clic

Ex: They spent their marketing budget on pay-per-click ads to boost their sales .Hanno speso il loro budget di marketing su annunci **a pagamento per clic** per aumentare le vendite.

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geotargeting

[sostantivo]

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

geotargeting, targettizzazione geografica

Ex: Geotargeting helps online stores show relevant products based on where the customer is shopping from.Il **geotargeting** aiuta i negozi online a mostrare prodotti rilevanti in base al luogo da cui il cliente sta effettuando acquisti.

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split testing

[sostantivo]

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 diviso, test A/B

Ex: By using split testing, the company improved its ad campaign by 20 % .Utilizzando il **test A/B**, l'azienda ha migliorato la sua campagna pubblicitaria del 20%.

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real-time bidding

[sostantivo]

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

asta in tempo reale, offerta in tempo reale

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

[sostantivo]

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 degli influencer, marketing influenzatore

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

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ad auction

[sostantivo]

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

asta pubblicitaria, offerta pubblicitaria

Ex: After winning the ad auction, the business saw an increase in website traffic .Dopo aver vinto l'**asta pubblicitaria**, l'azienda ha visto un aumento del traffico sul sito web.

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ad network

[sostantivo]

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

rete pubblicitaria, piattaforma di annunci

Ex: I signed up with an ad network to promote my product on various apps and websites .Mi sono registrato a una **rete pubblicitaria** per promuovere il mio prodotto su varie app e siti web.

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meta-advertising

[sostantivo]

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

meta-pubblicità, pubblicità della pubblicità

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

[sostantivo]

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

annuncio display, pubblicità display

Ex: As I was reading the article , a display ad popped up offering a discount on clothing .Mentre leggevo l'articolo, è apparso un **annuncio display** che offriva uno sconto sull'abbigliamento.

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infomercial

[sostantivo]

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

televendita

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 .Il guru del fitness ha recitato in un **pubblicità programmata**, spiegando i benefici del suo programma di allenamento e offrendo uno sconto speciale agli spettatori che ordinano entro i prossimi 30 minuti.

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product placement

[sostantivo]

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

posizionamento del prodotto

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 .Il reality show presentava il **product placement** dove i concorrenti indossavano abbigliamento e accessori di una nota etichetta di moda, mostrando in modo prominente il logo del marchio.

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direct marketing

[sostantivo]

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

marketing diretto

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 .Le strategie di **marketing diretto**, come il marketing SMS, offrono alle aziende un modo rapido ed efficiente per comunicare offerte speciali e aggiornamenti direttamente ai dispositivi mobili dei clienti.

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telemarketing

[sostantivo]

a method of selling and promoting goods and services by phone

telemarketing

Ex: Advances in technology have allowed telemarketing firms to use predictive dialing systems to increase the efficiency and volume of their calls .I progressi nella tecnologia hanno permesso alle aziende di **telemarketing** di utilizzare sistemi di composizione predittiva per aumentare l'efficienza e il volume delle loro chiamate.

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viral marketing

[sostantivo]

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 virale

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 campagna di **marketing virale** dell'azienda ha coinvolto la creazione di un video divertente che si è rapidamente diffuso sui social media, attirando milioni di visualizzazioni e nuovi clienti.

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branded content

[sostantivo]

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

contenuto di marca, contenuto sponsorizzato

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.Il marchio di bellezza ha lanciato una campagna di **contenuto di marca** sui social media, incoraggiando gli utenti a condividere i loro tutorial di trucco e routine di cura della pelle utilizzando hashtag di marca, creando una comunità di sostenitori del marchio e generando contenuti generati dagli utenti.

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dark advertising

[sostantivo]

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

pubblicità oscura, pubblicità mirata invisibile

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 .Un'istituzione finanziaria può utilizzare **la pubblicità oscura** per raggiungere individui con un alto patrimonio netto con opportunità di investimento personalizzate, senza rivelare tali opportunità al pubblico generale.

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conversion rate optimization

[Frase]

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

[sostantivo]

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

marketing di coinvolgimento, marketing relazionale

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.Il **marketing di coinvolgimento** è efficace nelle fiere commerciali, dove le aziende allestiscono stand interattivi con dimostrazioni pratiche di prodotti e attività per coinvolgere i partecipanti e generare interesse.

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zero moment of truth

[sostantivo]

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

momento zero della verità, istante zero della verità

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

[sostantivo]

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

remarketing, remarketing pubblicitario

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.Utilizzando tecniche di **remarketing**, l'app fitness è riuscita a ricordare agli utenti che avevano scaricato l'app ma non si erano abbonati alle funzionalità premium, evidenziando i benefici e le promozioni per invogliarli ad abbonarsi.

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hyper-personalization

[sostantivo]

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

iper-personalizzazione, personalizzazione avanzata

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

[sostantivo]

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

banner

Ex: Companies often use banner ads to increase brand awareness, drive website traffic, and generate leads for their products or services.Le aziende spesso utilizzano **banner pubblicitari** per aumentare la consapevolezza del marchio, aumentare il traffico sul sito web e generare lead per i loro prodotti o servizi.

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Media e Comunicazione - Digital Advertising